First vs. last touch

In questo esercizio finale, analizzerai le differenze tra i canali di marketing. Gli utenti che effettuano un acquisto interagiscono con canali diversi rispetto a chi non acquista?

Questa analisi ci aiuterà a decidere se concentrare di più l’attenzione su un canale specifico.

Se hai perso i progressi, fai clic su File > Open… nel menu in alto e apri 1_7_first_last_touch.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: Funzionalità dei cookie Exercise 3: Esempio di dati web Exercise 4: Traffico identificabile Exercise 5: Segmentazione dei clienti Exercise 6: User purchase flag Exercise 7: Touchpoint, percorsi e attribuzione Exercise 8: Modelli di attribuzione Exercise 9: Scostamento dei dati Exercise 10: Prior touch Exercise 11: Next touch Exercise 12: Classificazione dei touch Exercise 13: First vs. last touch

Esercizio in corso

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: Marketing funnels Exercise 2: Click-through rate change Exercise 3: Calculated field aggregation Exercise 4: Click-through rate Exercise 5: Open rate Exercise 6: Email diagnostic Exercise 7: Paid social and A/B testing Exercise 8: A/B testing Exercise 9: Analytics operations Exercise 10: Click-back rate Exercise 11: Engagement and purchase rates Exercise 12: Creative Exercise 13: Follower metrics

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