Commentaires sur les réseaux sociaux

Le Social Media Manager se souvient de vous depuis l’entretien et espère que vous pourrez l’aider à trier les nombreux commentaires et retours publiés sur différentes plateformes. Vous décidez de commencer par examiner quelques commentaires sur Instagram pour évaluer le sentiment. Vous voulez estimer la facilité ou la difficulté à mettre l’analyse de sentiment à l’échelle. Savoir s’il existe des nuances propres à votre activité, ou un large éventail d’émotions à capturer, indiquera la nécessité d’une solution évolutive capable de gérer la complexité.

Gardez à l’esprit que le sentiment peut comporter plus de catégories que « positif / neutre / négatif » !

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<cours>Analyse marketing pour l’entreprise</cours>

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What does a marketing analyst do? Why is this role in high demand? In this chapter, you’ll learn about roles and business questions that a marketing analyst encounters. From revenue impact to campaign insights—you'll find that marketers will never run out of problems to analyze.

Exercise 1: Marketing lever fundamentals Exercise 2: Campaign attributes Exercise 3: Channels and tactics Exercise 4: Lever hierarchy Exercise 5: Marketing roles Exercise 6: Internal partners Exercise 7: External partners Exercise 8: Marketing business questions Exercise 9: Marketing roles and business questions Exercise 10: Marketing roles and KPIs

Marketing analytics is not for the faint of heart! Between numerous data sources and ever-increasing privacy legislation, marketing analysts must consider multiple factors in reporting. Add in measuring the indirect impact of marketing, and you’ll see why marketing analysts get extremely comfortable with imperfect data.

Exercise 1: Marketing data sources Exercise 2: Internal vs. advertiser data Exercise 3: Channel granularity Exercise 4: Audience targeting insights Exercise 5: Privacy laws Exercise 6: GDPR assessment Exercise 7: Cookie types Exercise 8: Indirect impact of marketing Exercise 9: Direct vs. Indirect channels Exercise 10: Blurred lines of channel impact

Now that you know more about the marketing analytics landscape, let's talk about how you can use it to assess campaign performance. To do this, you’ll dive into text and sentiment analysis, audience segmentation, and predictive analytics. Marketers and executives rely on analytics to send the right message to the right people at the right time.

Exercise 1: Analyse de texte Exercise 2: Mots-clés liés et non liés à la marque Exercise 3: Analyse du search payant Exercise 4: Analyse de sentiment Exercise 5: Commentaires sur les réseaux sociaux

Exercice actuel

Exercise 6: NLP ou analyse de sentiment manuelle Exercise 7: Segmentation d’audience Exercise 8: Options de données pour la segmentation Exercise 9: Attributs de l’analyse de clusters Exercise 10: Campagnes intégrées Exercise 11: Étapes d’une campagne Exercise 12: Planification de campagne intégrée

The big question every marketer asks is "did my marketing efforts make any money?" To answer that question you'll have to consider: seasonal patterns, business model, campaign goals, and ROI. Most importantly, you’ll be responsible for setting and measuring KPIs to evaluate marketing effectiveness.

Exercise 1: KPIs and metrics Exercise 2: Marketing funnel Exercise 3: KPI vs. supporting metric Exercise 4: Marketing forecasting Exercise 5: Forecast requirements Exercise 6: Forecasting process Exercise 7: Attribution modeling Exercise 8: LTA vs. MTA Exercise 9: Identify attribution model Exercise 10: Revenue and cost modeling Exercise 11: Spend and revenue considerations Exercise 12: CAC and LTV calculations Exercise 13: Wrap-up