Reacties op social media

De Social Media Manager herinnert zich je nog van het sollicitatieproces en hoopt dat je kunt helpen om de vele reacties en feedback op verschillende socialmediaplatforms te ordenen. Je besluit te beginnen met een aantal reacties op Instagram om het sentiment te beoordelen. Je wilt inschatten hoe makkelijk of moeilijk het wordt om sentimentanalyse op te schalen. Weten of er nuances zijn die specifiek zijn voor jouw bedrijf, of dat je een brede range aan emoties wilt vastleggen, wijst op de behoefte aan een schaalbare oplossing die complexiteit aankan.

Houd er rekening mee dat sentiment meer categorieën kan hebben dan "positief / neutraal / negatief"!

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Marketinganalytics voor bedrijven

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Marketinganalytics voor bedrijven

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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: Tekstanalyse Exercise 2: Branded en niet-branded zoekwoorden Exercise 3: Analyse van betaald zoeken Exercise 4: Sentimentanalyse Exercise 5: Reacties op social media

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Exercise 6: NLP of handmatige sentimentanalyse Exercise 7: Doelgroepsegmentatie Exercise 8: Opties voor segmentatiedata Exercise 9: Kenmerken van clusteranalyse Exercise 10: Geïntegreerde campagnes Exercise 11: Campagnefasen Exercise 12: Geïntegreerde campagneplanning

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