Commenti sui social media

Il Social Media Manager si ricorda di te dal colloquio e spera che tu possa aiutarlo a esaminare i numerosi commenti e feedback sulle varie piattaforme social. Decidi di iniziare guardando alcuni commenti su Instagram per valutarne il sentiment. Vuoi capire quanto sarà facile o difficile scalare l’analisi del sentiment. Sapere se ci sono sfumature specifiche per il tuo business, o un’ampia gamma di emozioni da cogliere, indicherà la necessità di una soluzione scalabile in grado di gestire la complessità.

Ricorda che il sentiment può avere più categorie di "positivo / neutro / negativo"!

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Marketing Analytics per il business

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Marketing Analytics per il business

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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: Analisi del testo Exercise 2: Keyword branded e non branded Exercise 3: Analisi del paid search Exercise 4: Analisi del sentiment Exercise 5: Commenti sui social media

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Exercise 6: NLP o analisi del sentiment manuale Exercise 7: Segmentazione del pubblico Exercise 8: Opzioni di dati per la segmentazione Exercise 9: Attributi dell'analisi dei cluster Exercise 10: Campagne integrate Exercise 11: Fasi della campagna Exercise 12: Pianificazione di campagne integrate

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