Tassi di engagement e di acquisto

Ora che abbiamo visto i tassi di click-through e click-back, passiamo a due metriche più in basso nel funnel: i tassi di engagement e i tassi di acquisto.

Se hai perso i progressi, fai clic su File > Open… nel menu in alto e apri 2_5_engagement_purchase_rate.twbx.

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Analisi di marketing in Tableau

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Analisi di marketing in Tableau

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In chapter one, you will gain a thorough understanding of the basics of marketing data and analytics, starting with how data is generated and stored. You will cover marketing channels, journeys, and understand how they are defined. By the end of this chapter, you will be able to restructure data to identify those journeys and assign credit to interactions via different attribution models.

Exercise 1: Marketing analytics in Tableau Exercise 2: Cookie functionality Exercise 3: Web data example Exercise 4: Identifiable traffic Exercise 5: Customer segmentation Exercise 6: User purchase flag Exercise 7: Touches, journeys, and attribution Exercise 8: Attribution models Exercise 9: Data offsetting Exercise 10: Prior touch Exercise 11: Next touch Exercise 12: Touch classification Exercise 13: First vs. last touch

In chapter two, you will dive deeper into two specific marketing channels: email and paid social marketing. You will cover the strategies behind each channel, typical use cases, and understand the components that make up each type of marketing. By the end of this chapter, you will be able to analyze performance across several metrics unique to each channel and understand how to use data to identify areas for improvement.

Exercise 1: Funnel di marketing Exercise 2: Variazione del click-through rate Exercise 3: Aggregazione di campo calcolato Exercise 4: Click-through rate Exercise 5: Tasso di apertura Exercise 6: Diagnostica email Exercise 7: Social a pagamento e A/B test Exercise 8: A/B testing Exercise 9: Operazioni di analytics Exercise 10: Click-back rate Exercise 11: Tassi di engagement e di acquisto

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Exercise 12: Creative Exercise 13: Metriche sui follower

In chapter three, you will build on analytics learned in chapter two to better understand two other heavily-used channels; paid search and organic marketing. You’ll learn how each of these channels works, their similarities and differences, and the importance of web pages and digital strategy. Additionally, you’ll examine relationships between data variables and how to manipulate data (both qualitative and quantitative) to perform analyses. By the end of this chapter, you will be able to analyze performance across various metrics unique to each channel and understand how changes in one channel may impact another.

Exercise 1: Paid search Exercise 2: Paid search review Exercise 3: String operations Exercise 4: Keyword spend Exercise 5: Mobile vs. desktop Exercise 6: Click-through rate Exercise 7: What is organic traffic Exercise 8: Organic search ranking Exercise 9: P-values, R-squared values, and moving averages Exercise 10: Engagement rate Exercise 11: URL group Exercise 12: Metric correlation Exercise 13: Channel correlation

In chapter four, you will combine what you’ve learned in previous chapters to calculate and analyze LTV, CAC, and their ratio. You’ll learn how to build these metrics, such as average order size, age, and lifespan, from their component parts and examine changes in them. Returning to earlier work on paid marketing, you’ll analyze changes in CAC over time through a unioned data set, gaining exposure to connived data sets in Tableau. You’ll then wrap up the course by calculating LTV/CAC.

Exercise 1: Introduction to LTV Exercise 2: LTV insights Exercise 3: DATEDIFF and DATEPARSE Exercise 4: Churn flag Exercise 5: Churn rate Exercise 6: Order size Exercise 7: Introduction to CAC Exercise 8: B2B vs. B2C CAC Exercise 9: Unioned data Exercise 10: Paid social CAC Exercise 11: Paid search CAC Exercise 12: Total CAC Exercise 13: LTV/CAC Exercise 14: Wrap-up video