Analisis pencarian berbayar

Karena Anda sangat baik dalam diskusi tentang kata kunci bermerek dan nonmerek, Paid Search Manager menilai Anda siap memulai analisis baseline lengkap untuk kanal pencarian berbayar. Mereka melihat adanya peningkatan cost per click pada 2021, tetapi belum yakin apa yang mendorong peningkatan tersebut dibandingkan 2020.

Anda ingat bahwa target cost per click untuk pencarian berbayar adalah $4,25. Anda memutuskan untuk membandingkan berdasarkan wilayah geografis (Amerika Latin, Asia, dan Eropa), serta berdasarkan kampanye yang berfokus pada pemberian diskon, uji coba, dan insentif pelanggan lainnya. Di antara wilayah geografis dan penawaran kampanye tersebut, mana yang paling mendorong kegagalan mencapai target $4,25 pada 2021 dibandingkan 2020?

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Analitik Pemasaran untuk Bisnis

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Analitik Pemasaran untuk Bisnis

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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: Analisis teks Exercise 2: Kata kunci branded dan non-branded Exercise 3: Analisis pencarian berbayar

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Exercise 4: Analisis sentimen Exercise 5: Komentar media sosial Exercise 6: NLP atau analisis sentimen manual Exercise 7: Segmentasi audiens Exercise 8: Opsi data segmentasi Exercise 9: Atribut analisis klaster Exercise 10: Kampanye terintegrasi Exercise 11: Tahapan kampanye Exercise 12: Perencanaan kampanye terintegrasi

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