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R ICS WITH
: W E B MET
DCM2 010
PL ATFO R M
ALY T IC S
AN
SESSION 1 L
TO DIGITA
DION
U CT
INTRO ANALYTICS
ET IN G
MARK
Journey of this module...
Assessment
% COMPONENT DESCRIPTION DUE
10 CA1 GAIQ WEEK 5
25 CA2 INDIVIDUAL PRACTICAL WEEK 9
35 CA3 GROUP PROJECT WEEK 10
5 PR PEER REVIEW WEEK 10
25 CA4 QUIZ WEEK 11

LEARNING OBJECTIVES
Explain digital marketing analytics and its importance to
a marketing career.
Define digital marketing analyst, and know what an
analyst does as well as the skills necessary to succeed
as an analyst.
Understand the evolution of marketing and how it
shaped digital marketing analytics.
Describe analytics platforms, data structures, types of
reports, and data roles.
RESUME BUILDERS
Knowledgeable about digital marketing analytics

implementation using Google Analytics
Understand and use event-driven analytics and
Google Analytics 4
Competent at using Google Data Studio to visualize
data and build dashboards
RESUME BUILDERS
Proven digital marketing analysis execution using

Google Analytics, SEMRush, MailChimp, Facebook
Analytics, Keyword Planner, and Google Trends
Experienced using Google Sheets and its features

for data analysis (conditional formatting, IF
functions, pivot tables, descriptive statistics)
INTRODUCTION
Digital marketing analytics is foundational

to digital marketing because it is the
language used to optimize and connect
results across all digital marketing tactics.
MARKETING
VALUE CREATION
MODEL
Marketing Value Creation Model
Situation Analysis (internal, competitor,
consumers, environment, government, etc.)
Segmentation, Targeting, Positioning

Value
Creation
Activities Marketing Mix (product, place, price,
promotion)
Acquisition and Retention

How will you reinvent your business for a better
future?
future?
Adidas, the global
sports brand,
believes that
“through sport we
have the power to
change lives.”
future?
future?
Our mission is to organize

the world's information and
make it universally accessible
and useful.
future?
future?
Our vision is to create a

better everyday life for many
people.
future?
future?
Scoop Whole Foods
wants “make natural and
organic wholefoods
more affordable. We
offer Australia's most
unique range of
products, sourcing from
Australia's best growers
and importing the
world's best produce..
future?
future?
Shopify seeks to
“make commerce
better for everyone,
so businesses can
focus on what they
do best: building and
selling their
products.”
future?
future?
Tesla for all its
focus on fast and
stylish cars, has a
more worthy aim,
“to accelerate the
world’s transition to
sustainable energy.”
MARKETING’S
EVOLUTION
analog age: refers to a world
dominated by analog media
digital age: refers to a world characterized
by digital media including websites, search
engines, and electronic communications
TOOLS AND METHODS
The digital age created new tools and
methods that enrich the marketing value
creation model:
Situation analysis
Segmentation and targeting
The marketing mix
Acquisition and retention
TOOLS AND METHODS
situation analysis: marketers can access data
segmentation and targeting: create hyper
specific categories of customer segments
the marketing mix: 4 Ps have evolved
acquisition and retention: of these tools, a
customer relationship management platform
(CRM) is the most robust
Engagement Maturity
Level Channel Engagement Goal
Segmented
Single
I One-to-many messages Send the message quickly and
Sending messages in one
sent using basic accurately.
channel, for example, email.
audience segmentation
Multichannel
Lifecycle Tailor messages based on
II Sending messages in two
One-to-many messages channel.
channels, for example, mobile
sent in each channel.
and email.
Cross-channel Real-Time
III Create personalized and
Sending messages in multiple Real-time, personalized
automated journeys at scale.
channels. messages.
Omni-channel Connected Create a unique customer

Sending tailored messages in One-to-one, real-time, experience that is coordinated by
IV
the appropriate channel unique messaging by multiple departments (sales,
based on message type and channel. service, marketing, and IT
customer preference. platforms).
Digital Marketing Analytics Framework
Digital Marketing Digital Marketing
You: The Analyst Your Company
Analytics Inputs Media
?
Question
Consumers Owned
Needs
Measurement
Curate Model
Paid
Companies
Digital Marketing
Analyze
Measurable
Results
Governments Earned
Public Data & Owned, Paid, & Optimize
Regulations Earned Media Data Optimizations &
Recommendations
DATA
DATA
Data tables, databases, and data
warehouses are all designed to store
STRUCTURED data.
UNSTRUCTURED data is stored in data

lakes.
DATA
Big data refers to data
that has significant
velocity (speed),
volume, variability, and
veracity.
PLATFORMS
Evolution of Analytics
Era Predominant Tools Technologies
1st :
Webtrends, Analog, Logfile Analysis,
1995-
AWStats, Omniture Hit Counters
2004
2nd :
JavaScript Tags,
2005- Google Analytics
Third Party Web Data Collection
2022
Google Analytics 4 and Hybrid Client+Server,

3rd :
"Product Analytics" like First Party Data,
2023-
PostHog Multi-platform Data Collection
Global: Top Analytics Products
Source: Builtwith.com
Analytics Deployments in Singapore
Rank Technology Websites %
1 Google Analytics 46,158 24.22 11 Web Stat 259 0.14
2 Snowplow 1,747 0.92 12 Yandex Metrika 251 0.13
3 Visitor Analytics 1,458 0.77 13 Mixpanel 249 0.13
4 Cloudflare Web Analytics 1,179 0.62 14 Clicky 210 0.11
5 Baidu Analytics 912 0.48 15 Moat 179 0.09
6 Matomo 839 0.44 16 Amplitude 170 0.09
7 Bing Universal Event Tracking 608 0.32 17 Heap 144 0.08
8 StatCounter 484 0.25 18 PostHog 114 0.06
9 Segment 461 0.24 19 Plausible Analytics 80 0.04
10 Yahoo Web Analytics 261 0.14 20 Keen IO 73 0.04
Sample of Popular Web Analytics Tools
There are many free or open-source web analytics tools available, each with its own strengths and weaknesses.
Understanding these features will help you choose the best tool for your needs.
Tool Name Features
Clicky Real-time data, heatmaps, uptime monitoring, uptime alerts
All-in-one platform for building better products - with product analytics, feature flags, session recordings, a/b
testing, heatmaps
Posthog
https://app.posthog.com/home
https://app.posthog.com/demo
Real-time data, customizable dashboard, event tracking

https://demo.matomo.cloud/index.php
Matomo
https://divezone.net/diving/thailand
https://matomo.org/web-analytics-training/
User behavior tracking, funnel analysis, retention analysis

Amplitude
https://analytics.amplitude.com/demo/home
SEMRush SEO analytics, competitor analysis

Web Analytics vs Product Analytics
Web Analytics Product Analytics
Pageviews First Events First
Sessions and Unique Visitors Users, Customer Lifetime
Web-based Cross-platform
Focused on inbound and marketing Focused on product usage and

ROI retention
Automatic Event Tracking Products
Level of automatic event Level of automatic event
Product Product
tracking tracking
Google Analytics low Heap high
Cloudflare Web Analytics n/a (no events) Clicky low
Matomo low Fathom Analytics low
Mixpanel low Plausible Analytics low
Snowplow low Visitor Analytics high (if auto-track is enabled)
Statcounter low Posthog high
Amplitude very low Piwik PRO low
Chartbeat n/a GA4 medium

Analytics Evaluation Matrix
Default
Self- Hosted
Tool Category Tracking Mobile SDK Open Source
Option
Method
GA4 Product Cookies ✓ ⊗ ⊗
Snowplow Product Cookies ✓ ✓ ✓
Visitor Analytics Simplified Fingerprinting ⊗ ⊗ ⊗
Cloudflare Web Analytics Simplified Referrer ⊗ ⊗ ⊗
Matomo Traditional Cookies ✓ ✓ ✓
Piwik PRO Traditional Cookies ✓ ✓ ⊗
Clicky Traditional IP + User- Agent ⊗ ⊗ ⊗
Heap Product Cookies ✓ ✓ ⊗
PostHog Product Cookies ✓ ✓ ✓
Exercise: Evaluate Web Analytics Tools
Compare and contrast implementing the top three source Web Analytics
packages for Sephora.sg. Discuss their costing, strengths and weaknesses, and
under what conditions you might choose one over the other.
Exercise: Evaluate Web Analytics Tools
Compare and contrast implementing the top three source Web Analytics
packages for Sephora.sg. Discuss their costing, strengths and weaknesses, and
under what conditions you might choose one over the other.
Pricing Meter Used in Category
Events Product Analytics
Hits Traditional Web Analytics
Pageviews Simplified Analytics
Sessions or unique users Less common

Activity
Sephora.sg is considering an
upgrade to a new analytics
platform.
Evaluate the options
available against cost and
utility and propose the top 3
platforms for Sephora to
consider.
REPORTS
REPORTS
Reports are created to facilitate
the extraction of insights from
data.
Types:
ad hoc report
alert
dashboard
in-tool report
scheduled report
DATA ROLES
DATA ROLES
The need for data roles in business
is expanding.
Types:
analytics champion
data engineer
data scientist
data-driven marketer
developer
ESSENTIAL
ANALYTICS
SKILLS
DEVELOPING TECHNICAL SKILLS
An analyst should be skilled in
data literacy, data-driven
decision-making, basic statistics,
data management, measurement
modeling, deciphering
consumer/business needs, and
digital marketing media platform
specific analytics.
DATA LITERACY
Of all the necessary technical skills, data literacy is
paramount.
Data literacy is the ability to interpret, write, and

communicate data contextually; data literacy is the
ability to speak the language of data.
NECESSARY SOFT SKILLS
An analyst is
characterized by
adaptability,
communication,
creativity,
curiosity,
persuasiveness,
collaboration, and
passion.
R ICS WITH
: W E B MET
DCM2 010
PL ATFO R M
ALY T IC S
AN
SESSION 2 R
BEHAVIO
AL CMER
ON SU
DIGIT APHICS
S YCH O GR
AND P
LEARNING OBJECTIVES
Describe the evolution of consumer behaviour
Describe the scale of personal and consumer data collected
in the digital age.
Know the concept of data privacy and the existing regulatory
consumer protections.
Understand the stages and the implications of the consumer
decision journey.
Analyze how psychographics inform online marketing strategies
and communication tactics.
Create data-driven personas and customer profiles to target
segmented groups.
?
Question
Consumers Owned
Needs
Measurement
Curate Model
Paid
Companies
Digital Marketing
Analyze
Measurable
Results
Governments Earned
Recommendations
INTRODUCTION
Each action a consumer takes on a digital

platform can be recorded and measured.
Therefore, consumers in the digital age produce
trillions of data variables each day. We are
experiencing the greatest expansion of data that
the world has ever seen, and this expansion is
accelerating.
It is rooted in the marketing strategy that evolved in the late
1950s. The basic foundation of marketing lies in the firm's
information and perception of consumers’ needs, wants and
expectations, which contribute to the decision on how to
expend the available resources. This marketing concept
advocates consumer-oriented marketing.
Up-to-date information obtained, helps a firm design its entire

organization policy, particularly its business strategy, product
designing and scheduling, promotional strategy, pricing and
distribution strategies.
It is a multi-stage process that involves identifying problems,
collecting data, exploring options, making a decision to buy, and
evaluating the experience afterward. Consumers may be
impacted during these stages by things including personal
views and values, social conventions, marketing campaigns,
product features, and environmental conditions.
Understanding consumer behavior is essential for businesses to

create marketing plans that work and to supply goods and
services that satisfy customers’ wants and needs. To see trends
and patterns, forecast demand, and make wise choices
regarding product design, price, promotion, and distribution,
marketers must analyze and understand data on customer
behavior.
A BRIEF HISTORY OF CONSUMER BEHAVIOR
"Purchasing involves extensive decision processing" - Jagdish Sheth
Information Neuromarketing Ethnography,

processing and neuroscience UX studies and
models leverage brain human-
introduced research centered design
1950s 1980s 1990s 2000s 2010s PRESENT
Consumer Behavioral Growth of big

behavior formally economics data analytics
emerges as a perspectives
discipline incorporated
These are commonly used interchangeable terms:
Consumers: individuals who use products and
services. It's the broadest term that includes anyone
who consumes or uses products or services.
Buyers: people who actually make purchases. They
go through the process of researching, selecting,
and paying for products. Not all buyers are
consumers and vice versa.
Customer: buyers who make repeat purchases from
a specific company or brand. They have an ongoing
relationship with the business as opposed to one-
time buyers. All customers are buyers, but not all
buyers become customers.
THE SCALE OF
CONSUMER DATA
LEARNING OBJECTIVES
Apply concepts of digital consumer behavior to evaluate online

user preferences and habits.
Analyze how psychographics inform online marketing strategies
and communication tactics.
Create data-driven personas and customer profiles to target
segmented groups.
CONSUMER DATA
Every consumer interaction on

digital devices is stored
electronically as data. The
magnitude of the accumulated
interactions is difficult to grasp.
CONSUMER DATA
According to Think with Google, marketing leaders are more likely to
emphasize these analytics tools and capabilities over industry laggards:
Leaders are 1.7x more likely to agree that adoption of machine
learning and automation improves targeting, spend optimization, and
personalization.
Leaders are 2.3x as likely to leverage automation to manage
campaign budgets and bids across multiple media channels in real
time.
Leaders are 53% more likely to think machine learning assists
marketing teams in evaluating data to understand consumer intent.
Leaders are 1.5x as likely to apply their digital measurement learnings
to digital campaigns and investments in real time.
SINGAPORE DIGITAL CONSUMER DATA - 2023
According to We Are Social:
5.08 million active social media users (84.7% of the total population)
2 hours and 13 minutes per day are spent on social media platforms.
7.1 different social media platforms are used on average per month.
WhatsApp is the top social media platform, used by 83.2% of internet users aged
16-64 each month. Facebook comes in second at 76.4%, followed by Instagram at
64.4%.
55% of the total population aged 13+ can potentially be reached with Facebook
ads.
30.3% of total digital ad spend in Singapore ($483 million) was on social media ads
in 2022.
40.5% of users worry about how companies use their data. This presents both
opportunities and challenges for digital marketing.
Source: https://wearesocial.com/sg/blog/2023/02/understanding-singapores-digital-footprint/
Wheel of Consumer Consumer
Behaviour
Analysis is a
framework coined by J.
Paul Peter and Jerry C. Marketing
Strategy
Olson to help
marketers understand Consumer Affect
and Cognition
Consumer
Environment
consumer behaviour in
order to design their
marketing strategy.
This framework has five implications:
1. Any comprehensive analysis must consider all 3 elements and the
relationship.
2. Any of these three elements may be the starting point for consumer
analysis.
3. Although this view is dynamic, it recognizes that consumers can
continuously change.
4. Consumer analysis can also be applied at several levels. It can be
used to analyse not only a single consumer but also groups of
consumers that make up a target market.
5. This framework analyses consumers highlights and the importance
of consumer research and analysis in developing marketing
strategies.
UNDERSTANDING
BUYER BEHAVIOR
Source: https://www.mygreatlearning.com/blog/consumer-behaviour-in-marketing/
Source: https://www.mygreatlearning.com/blog/consumer-behaviour-in-marketing/
CONSUMER BEHAVIOUR PATTERNS
Place of Purchase – Consumers usually divide their purchase choice between various
stores even if all the stores offer all items. Analysing consumer behaviour in terms of
preferring an outlet over the others can help marketers identify key store locations.
Item Purchased – Understanding the shopping cart of the consumers provides

critical insights to the marketers. Consumers prefer to buy essential items in bulk
while luxury items are less frequently bought in smaller quantities. The purchase of
these items is also influenced by the perishability of the product, price, purchasing
power of the consumer etc. All these valuable insights are key to understanding the
consumer pattern and devising marketing strategies.
Time and Frequency of Purchase – Consumers prefer to shop at their convenient

time, and now with E-Commerce in place, they might shop at the oddest hours too.
Brands that identify such purchase patterns stay at a competitive edge and attempt
to match their products based on demand.
Method of Purchase – This is useful for understanding consumer behavior because it

provides insight into convenience versus effort tradeoffs, reveals channel
preferences and tech adoption, indicates price sensitivity and impulse buying
tendencies, and enables more personalized marketing.
DATA PRIVACY
Data privacy involves the
balance between consumers’
expectations of privacy versus
businesses’ use and distribution
of collected consumer data.
What is Personal Data?
Personal data refers to data, whether true or not, about an individual who can be identified from
that data; or from that data and other information to which the organisation has or is likely to
have access. Personal data in Singapore is protected under the Personal Data Protection Act 2012
(PDPA).
The PDPA establishes a data protection law that comprises various rules governing the collection,
use, disclosure and care of personal data. It recognises both the rights of individuals to protect
their personal data, including rights of access and correction, and the needs of organisations to
collect, use or disclose personal data for legitimate and reasonable purposes.
The PDPA provides for the establishment of a national Do Not Call (DNC) Registry. The DNC
Registry allows individuals to register their Singapore telephone numbers to opt out of receiving
marketing phone calls, mobile text messages such as SMS or MMS, and faxes from organisations.
State Privacy Legislation and Confidentiality
Requirements
The objectives of Personal Data Protection Act:
The PDPA recognises both the need to protect individuals’ personal data
and the need of organisations to collect, use or disclose personal data for
legitimate and reasonable purposes.
A data protection regime is necessary to safeguard personal data from

misuse and to maintain individuals’ trust in organisations that manage their
data.
By regulating the flow of personal data among organisations, the PDPA also
aims to strengthen Singapore’s position as a trusted hub for businesses.
Collection of Customer’s Data
PDPA takes into account the following concepts:
Consent – Organisations may collect, use or disclose personal data only with the
individual's knowledge and consent (with some exceptions);
Purpose – Organisations may collect, use or disclose personal data in an

appropriate manner for the circumstances, and only if they have informed the
individual of purposes for the collection, use or disclosure;
Reasonableness – Organisations may collect, use or disclose personal data only

for purposes that would be considered appropriate to a reasonable person in
the given circumstances.
Key Considerations
Transparency - Companies should be upfront about what data
they collect, how it's used, and who it's shared with. Consumers
have a right to know.
Consumer consent - Companies should provide consumers a
clear choice to opt-in or opt-out of data collection and sharing.
The consent should be informed, specific, and easy to withdraw.
Data minimization - Companies should only collect consumer
data that is directly relevant and necessary for providing their
services. Extraneous data collection should be avoided.
Purpose limitation - Consumer data should only be used for the
purposes stated when collected and not for undisclosed
secondary uses.
Key Considerations
Access and correction - Consumers should be able to access
their data and correct any inaccuracies. Procedures for this
should be easy to find and use.
Security - Companies have an ethical obligation to protect
consumer data with reasonable security safeguards against
unauthorized access, disclosure, or misuse.
Accountability - Companies should be accountable for
complying with privacy best practices. Violations should have
consequences.
Special protections - Extra safeguards should exist for sensitive
categories like financial, health or children's data.
Regulatory compliance - Companies should comply with
applicable consumer privacy laws and regulations in the
jurisdictions where they operate.
TO CONSIDER
What are business responsibilities for data privacy and
protection?
What are government roles in data privacy and protection?
What are analysts’ data privacy and protection

responsibilities?
CONSUMER
JOURNEY
CONSUMER UNDERSTANDING
An analyst should strive to
understand as much as possible
about their consumers’
motivations, awarenesses,
considerations, and decisions.
Evolution of
Marketing Models:
1898 - Today
Traditional views of the
purchase or adoption
process in marketing
treat it as a series or
chain of cognitive
events followed by a
single overt behaviour,
usually called adoption
or purchase.
Source: https://vb10g1mkt.wordpress.com/overview/models/
Evolution of
Marketing
Models: 1898 -
Today
2020 9. MESSY MIDDLE

Google’s research led them to identify a
specific territory within the labyrinth of
searches, ads, links, and clicks involved
in making a purchase they called the
“messy middle”, a space of abundant
information and unlimited choice that
shoppers have learned to manage using
a range of cognitive shortcuts.
How Consumer Behavior Affects Marketing
1. Segmentation: Consumer behavior research helps marketers behavioral segment
markets. Marketers can modify their marketing messages and strategies to better
appeal to each demographic by recognizing these segments.
2. Product design: Understanding consumer behavior can also aid in product
development. Marketers can create products that better meet consumer needs
and preferences by analyzing customer requirements and tastes, leading to
increased sales and customer satisfaction.
3. Pricing Strategies: Marketers can use consumer behavior data to determine the
price points at which customers are willing to pay for a product, as well as the
pricing strategies most likely to appeal to each market segment.
4. Branding: Consumer behavior research helps in the development of branding
strategies. Marketers can create brand messages and strategies that resonate
with consumers and build brand loyalty by understanding consumer attitudes and
perceptions of brands.
MCKINSEY CONSUMER DECISION
JOURNEY MODEL
McKinsey developed a robust consumer decision
journey model for the digital age.
Elements of the model:

Trigger Moment of purchase
Initial consideration set Post purchase experience
Active evaluation Loyalty loop
McKinsey Consumer Decision Journey
Source: https://www.smartinsights.com/marketing-planning/marketing-models/mckinseys-consumer-decision-journey/
Google “Messy Middle” Purchase Loop
Consumers explore their

options and expand their
knowledge and consideration
sets, then – either sequentially
or simultaneously – they
evaluate the options and
narrow down their choices.
Range of options
Availability
Brands and retailers in category
Product rating & review
Price range
Delivery terms
Policies & warranties
Exploration Expert guidance

Product features & benefits
Evaluation
Inspiration Payment plan
Contextual category information Product rating & review
Company ratings & reviews Policies & warranties

Mapping Journeys using POE Models
CUSTOMER JOURNEY PAID OWNED EARNED SALES FUNNEL
Out of market
Awareness
Discover &
Education
Think & Feel

Consideration
Research &
In market
Consideration
Favorability & Trust
Purchase
Usage Tier 1
Self Service
Usage
Post Purchase
Act
Usage Tier 2
Partial Service
Advocacy Usage Tier 3

Full Service
Value Chain
Each channel cluster holds different strengths
and weaknesses
PAID OWNED EARNED
Build equity at scale Considered ‘assets’ Most potent way to
Quick brand returns Invest today, profit grow trust, favorability
tomorrow and authority
Costly Sustained brand Build deeper
Impact does not always growth relationships with
sustain Monetizable customers
Manage/reverse
Slow brand returns negative sentiments
Resource intensive
Unpredictable and
volatile
Website Purchase Funnel Cheat Sheet
E-COMMERCE FUNNEL
HOW IS IT DEFINED? HOW IS IT MEASURED?
Add impressions, CTR, CPC, unique

Visiting the homepage or
AWARENESS product page
visitors, bounce rate, time on site.
Finding a product Time on site, clicking on size,

ACQUISITION and checking size scrolling-length
Adding the product to Added to wishlist, Added to cart,

ACTIVATION wishlist or cart Viewed cart
Finishing the checkout Form completion, Checkout

REVENUE flow and paying for the completion, successful payment,
item Average order size.
Sharing discount code Invites sent, CTR, Items
REFERRALS with friends viewed, Items purchased.
Coming back to purchase E-mail CTR, Repurchase rate,

RETENTION more items Customer Lifetime Value, Avg.
Order size
MOBILE APP FUNNEL
Visiting the app store Add impressions, CTR, CPC,

AWARENESS page unique store visitors, bounce
rate, time on site.
Downloading the App downloads, Signup-rate,
ACQUISITION app and signing Signup drop-offs, Email
up confirmation.
Finishing the onboarding Session-length, Usage time,
ACTIVATION flow and taking the first one-day retention, feature
action usage.
Coming back to use the N-day retention, Monthly
RETENTION app, daily, weekly, monthly active users, session or feature
frequency.
Sharing the app or posting Invites sent, CTR, installs,
REFERRALS a positive review downloads, signups, App-store
rating
In-app purchases, Customer lifetime value,

REVENUE subscriptions Monthly recurring revenue,
churn-rate
SAAS FUNNEL
Visiting the landing page Add impressions, CTR, CPC,

AWARENESS unique store visitors, bounce
rate, time on site.
Requesting more Signup-rate, Signup drop-offs,
ACQUISITION information Email confirmation,
Signing up
Watching a demo, talking successful calls, demo’s watched,
ACTIVATION to sales or use the tool satisfaction scores, first time
feature use.
Coming back to use the N-day retention, Monthly
RETENTION app, daily, weekly, monthly active users, session or feature
frequency.
recommending the tool Invites sent, CTR, installs,
REFERRALS with colleagues or other downloads, signups, App-store
businesses rating
Converting to paying Customer lifetime value,

REVENUE user/account Monthly recurring revenue,
churn-rate
In a typical consumer behaviour research, these
are the common data being gathered:
1. Communication – when and how do consumers come
into contact with information, either intentionally or
accidentally about products, stores, or brands. This
could be from a search engine or social media posting
2. Transaction – what type of payment methods such as
cash, online/electronic payment. This information also
may include whether the consumers are paying in full
amount or instalment
3. Store Information – what kind of information that
1.
2.
consumers look for pertaining to store matter. This can be

either physical retail shop or online store.
4. Product/ Service Information – what kind of information
that consumers are looking for.
5. Consumption and Disposition – how fast do consumer
consume/dispose the products or services.
6. Brand Positioning – what kind of segmentation or
positioning that consumer perceive a brand.
7. Return of Investment – what is the success rate of a
marketing strategy.
KNOWING THE STAGES
Knowing the stages of the consumer
decision journey becomes the foundation for
“hearing” the voice of the consumer before,
during, and after purchases.
Group Discussion Activity 1
You are an digital marketing intern working in
Comex Singapore. You are tasked to plan and
create a event marketing plan for Comex 2023
(https://www.facebook.com/ComexITShow/).
Pick a marketing model and update your

marketing sales funnel based on it. Share your
findings with the class.
TARGET MARKET
SEGMENTS
Every customer’s needs, wants and problems
are unique. So for a business to be successful it
must meet the customer needs and wants in
terms of quality and at a justifiable cost.
Know your customers “characteristics or
traits” to quantify the customers’ relationship
with your product and business.
Segmentation is the process
of classifying your customers
into groups based on
common characteristics, so
businesses can market to
each group in a cost-effective
manner.
target market segment: a subset
of total consumers with similar
needs and responses to
marketing stimuli that a business
has strategically identified to
receive focused marketing
messages
COMPONENTS OF TARGET MARKET
SEGMENTS
• behavioral dimensions
• demographic dimensions
• geographic dimensions
• needs
• psychographic dimensions
COLLECTING IDENTIFYING DATA
• digital marketing media: such as Facebook,
websites, Twitter, and email
• business operational data: most effective at
illuminating target market segments by analyzing
the most profitable existing customers
• marketing research: include consumer
observations, focus groups, and surveys
persona: a fictional character
representative of a business’ target
market segment
PERSONALIZED MARKETING
Personalized marketing takes
segmentation to its extreme with a
business communicating one-to-one with
each consumer (treating them each as
their own target market segment).
Source: Buyer persona vector created by freepik
Common ways of customer segmentation for B2C:
Demographic B2C -
segmentation is
grouping customers
according to their age,
income, education, job,
cultural, ethnicity, and
gender.
Geographic B2C -
segmentation is
dividing the market
based on where
consumers live. This
would include
countries, or cities, or
population density as
key factors.
Psychographic B2C -
segmentation is
grouping customer
based on attitudes,
interests, values, and
lifestyles.
Behavioural B2C - segmentation is grouping customers based
on how people behave toward various products. It’s about the
benefits and usage they derive from products. Businesses
tend to rely heavily on customer’s usage patterns.
Life Stages B2C - segmentation is the Chronological

benchmarking of people’s lives at different stages.
Common ways of customer segmentation for B2B:
Geographic-based B2B - segmentation based on the

concentration of customers. Geographic segmentation is
especially common on an international basis, where variables
such as language, culture, income, and regulatory differences
can play a crucial role.
Customer-based B2B - segmentation based on the
characteristics of customers such as customer size and
customer type.
Product-based B2B - segmentation, is the sub-dividing their
customer base on product usage.
Segmentation
Focus on important users,

sessions, and events
Perform more in-depth analysis
Compare performance of
multiple segments
Debate the pros and cons of gathering self-
declared vs observed psychographic data.
Share examples of effective psychographic

targeting from your experience.
Discuss best practices for expanding

psychographic segments with lookalike
models.
AN EFFECTIVE ANALYST
An effective analyst cuts through the
jungle of data to intimately understand
target market segments. An analyst with
this consumer understanding is an
invaluable consumer advocate and
business asset.
MARKETING
STRATEGY
Understanding consumer behavior is a key
element of a marketing strategy. In fact, before
implementing a strategy, it is essential to fully
understand the needs and expectations of the
consumers you want to influence. To do this, you
need to understand how the consumer will react
and be influenced by your marketing strategies.
An illustration to present a model of how marketers
can influence overt consumer behaviours.
Information about
Marketing mix Influence Influence over
consumer's affect,
stimuli placed in consumer's affect consumer
cognitions and
the environment and cognition behaviours
behaviours
Consumer
research data,
sales and market
research
Marketers obtain information on consumers’ affect,
cognition, and behaviour relative to the product,
service, store, brand, or model of concern through
consumer research.
Based on this information and managerial judgment,
various marketing mix stimuli are designed or changed
and are implemented by placing them in the
environment
These stimuli are designed to:
influence consumers’ affect and cognition in
positive ways in order to increase the chances of
overt behaviour,
to influence behaviour somewhat directly without a
complete analysis of affective and cognitive
responses.
Stages in target marketing strategy development
Source: https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/
Sales promotion is defined as “an action-focused
marketing event whose purpose is to have a
direct impact on the behaviour of a firm’s
customers.” This can be classified a:
1. Trade promotion
2. Consumer Promotion.
There are four types of promotions:
1. Purchase Probability - is designed to increase the probability
that consumers will purchase a particular brand or
combination of products.
2. Purchase Quantity – is designed not only to influence
purchase of a brand but also to influence the number or size
of quantity purchased.
3. Purchase Timing – is designed to influence consumer at a
certain time.
4. Purchase Location – is designed to influence the location or
vendor of particular products (e.g. Opening Sales)
In a group, examine Minecraft
(https://www.minecraft.net) and discuss
what is their customer segmentation profile.
Share your findings with the class.

MARKETING
TECHNOLOGY
TOOLS
ANALYSTS AND MARKETING
TECHNOLOGY TOOLS
Numerous tools facilitate an analyst’s data
curation, analysis, and optimization.
These marketing technologies do not

replace an analyst.
Marketing tech stacks are collections of software,
apps, and other technological tools used by
marketers to streamline and enhance the
marketing process. These tools help marketers
analyze data, manage customer relationships, and
proactively engage with customers.
MARKETING TECHNOLOGY STACK
Typical tool categories:
owned media attribution
paid media data storage
earned media CRM
tag manager data management
data visualization
Marketing uses social media apps such as
Twitter, Facebook, Instagram, etc. to engage
with customers and builds stronger
relationship with customers.
Having a social media presence, sharing
contents and advertorials spreading brand or
product awareness, will help to spread brand
awareness and hopefully convert into sales.
The more personalized the digital
marketing the more engaging the
customers.
Do engage in real-time as often as possible
is a sure way of creating brand awareness
and loyalty.
Sample of segmentation Tools:
Marketo and Mail Marketo and Mail

Chimp Chimp
Google Tag Manager Google Analytics
Fan Activators Segment Analytics
Facebook’s Custom
Audiences tool
In a group, following on the discussion for
Group Activity 3, propose appropriate digital
tools to analyse Minecraft’s target audience.
Share your findings with the class.
Resources
Curated Digital Consumer Behaviour Videos:
https://www.youtube.com/@BusinessSchoo
l101/videos
Digital Advertising Alliance:
https://digitaladvertisingalliance.org/resour
ces
Hubspots’ Make My Persona tool:
https://www.hubspot.com/make-my-
persona
R ICS WITH
: W E B MET
DCM2 010
PL ATFO R M
ALY T IC S
AN
SESSION 3
IA
CS
SIC
BS
WEB METR
Objectives
Explain the purpose and importance of web
analytics.
Describe the core concepts and metrics of web
analytics.
Collecting actionable web data: from server logs
and web trackers to CRM, surveys and beyond.
Apply web analytics techniques across tools and
platforms for deeper insights.
Topics
1. Introduction to Web Analytics
2. Core Concepts and Metrics
3. Data Collection and Processing
4. Analysis Techniques
5. Tools and Platforms
6. Reporting and Dashboards
7. Tips, Best Practices and the Future
INTRODUCTION
TO WEB
ANALYTICS
📈 Web analytics involves collecting, measuring,
analyzing and reporting data related to website
traffic and usage to understand visitor
behaviour.
👍 Key Benefits:
Optimize website design and user experience
Improve marketing and conversions
Identify sales opportunities
Enhance customer service
?
Question
Consumers Owned
Needs
Measurement
Curate Model
Paid
Companies
Digital Marketing
analyse
Measurable
Results
Governments Earned
DIGITAL Recommendations WEB
BUSINESS DATA MARKETING DATA ANALYTICS DATA
Data Sources
CRM Social media data Clickstream data - eg
Business (operational) data Advertising channel data Google Analytics, Adobe,
- product catalogs, user Search engine data Matomo
accounts etc Audience segmentation Web server log files
Online surveys data Marketing automation data
Custom data collection - 3rd party data - Ecommerce data
APIs, web scraping, custom demographic, firmographic, Mobile app analytics
tagging interest data on target 3rd party cookies
Market research data audiences Site performance
Data brokers (eg Nielsen, monitoring tools
Experian)
BUSINESS DATA DIGITAL WEB

MARKETING DATA ANALYTICS DATA
Web Analytics Tools Measure the Customer
Journey to Conversion Which products
did they
browse?
Did the
customer
bounce?
No customer
conversion
How What Successful

Where did long did customer
else did
the they conversion
Customer Customer they
customer stay?
sees or arrives on do?
come from?
Clicks on site
ad
DIGITAL WEB ANALYTICS CONVERSIONS
MARKETING
Ad optimization
How can we reach our customers?
Phase 1: Marketing Analysis

Phase 2: Product Strategy: define your competitive advantage
Create compelling messaging
Build your brand
Develop marketing collateral & sales tools
Phase 3: Create your marketing plan
(strategy + marketing mix)
Phase 4: Execute plan, launch, monitor and adjust
CORE CONCEPTS
AND METRICS
LEARNING OBJECTIVES
Know why establishing and using a business’ measurement model is
essential for digital marketing analytics effectiveness.
Know how a business’ measurement model informs an analyst’s
decision-marketing framework.
Describe business objectives, SMART goals, metrics and KPIs.
Describe how business objectives, SMART goals, metrics and KPIs fit
into a business’ measurement model.
Differentiate between the different platform components in Google
Analytics: configuration, collection, processing and reporting.
Define dimensions and metrics, the core building blocks of reports.
THINKING THROUGH THE MEASUREMENT
MODEL
Q: How will the business be profitable?
A: Business objectives.
Q: How will the business objectives be accomplished?

A: Goals.
THINKING THROUGH THE MEASUREMENT
MODEL
Q: How will the goals be measured?
A: Metrics.
Q: What are the most important metrics?

A: KPIs.
BUSINESS OBJECTIVES AND PURPOSE
Business objectives are outcomes a company
wants to accomplish. They are derived from the
business’ purpose and are high-level articulations
of how this purpose will be fulfilled.
Requirements
Creating an
Plan
Implement
Maintain
Tracking
Blueprint
Tracking
Implementation
Ivan Wong
Goals
Blueprint
KPIs
Goals
...
KPIs
...
Ivan Wong
Plan
Ivan Wong
Web Analytics Implementation Flow
A. Requirements
D. Maintain B. Plan
C. Implement
A. Define requirements
1. Business objectives
2. Choose key metrics for KPIs
3. Decide on audience segments
4. Choose targets for KPIs
BUSINESS OBJECTIVES
Imagine business objectives
as rough blueprints.
COMMON BUSINESS OBJECTIVES
Following are business objectives an analyst is most likely
to encounter:
Build Awareness Reposition Brand

Influence Enhance Loyalty
Consideration Reduce Expenses
Increase Sales
Website Business Objective
Ecommerce Increase revenue
Leads Grow enquiries
Content Engage with content
Support Self-service support
SMART GOAL FRAMEWORK
S pecific: detailed, explicit, and
meaningful
M easureable: quantifiable,
enabling progress to be tracked
A chievable: realistic
R elevant: aligned with business
objectives
T ime-bound: has a deadline
What are goals in Google Analytics?
Business Goals Google Analytics Goals
Business goals are actions In Google Analytics, “Goals”
you want your user to take track these conversions
on your website
Each time a user completes a Once you configure Goals,

business goal, it is termed as Analytics will create
a “conversion” conversion-related metrics
like the total number of
conversions, as well as the
percentage of users that
converted. This is the
“conversion rate”
The Logic of Different Types of Measures
KPIs can be categorized into several different types:
Inputs measure attributes (amount, type, quality) of resources consumed in
processes that produce outputs
Process or activity measures focus on how the efficiency, quality, or consistency
of specific processes used to produce a specific output
Outputs are result measures that indicate how much work is done and define
what is produced
Outcomes focus on accomplishments or impacts, and are classified as
Intermediate Outcomes, such as customer brand awareness (a direct result of,
say, marketing or communications outputs), or End Outcomes, such as customer
retention or sales (that are driven by the increased brand awareness)
Project measures answer questions about the status of deliverables and
milestone progress related to important projects or initiatives
Source: https://www.kpi.org/kpi-basics/
Leading vs Lagging Indicators
Let’s say someone wants to use KPIs to help them lose weight.
Their actual weight is a lagging indicator, as it indicates past success,
and the number of calories they eat per day is a leading indicator, as it
predicts future success.
If the person weighs 113 kg (a historical trend is called a baseline), and a
person they would like to emulate is 84 kg (comparison research is called
benchmarking), they might set an 1,700 calorie-per-day target (desired
level of performance) for the leading KPI in order to reach their lagging
KPI target of 185 lbs / 84 kg by the end of a year.
Source: https://www.kpi.org/kpi-basics/
B. Create a Tracking Blueprint
1. State your key business objectives
2. Translate those into KPIs
3. Identify the events linked with each KPI
4. Find the parameters associated with each event
5. Note other data needed from legacy Analytics (if
migrating)
6. Summarise in a Tracking Blueprint
Measurement Model
Measurement Model
Measurement Framework
C. Implement Plans in Analytics Platform
Requirements
Maintain Plan
Implement
1. Reference the Measurement Framework
2. Setup Goals to Track ALL Conversions
Start with the AARRR-metrics
Source: https://www.thehouseofmarketing.be/blog/top-10-best-growth-hacking-tools-to-boost-your-digital-marketing-efficiency
3. Track (Tag) All Marketing Campaigns
4. Measure and optimize for growth!
D. Maintain and Refine
Review business requirements
Refine measurement plan

Putting it all together..
1. Marketing Strategy: How will your marketing plan support your business goals?
2. Mission Statement: What are you trying to accomplish, and why?
3. Target Market: Who are you trying to reach with your marketing activities?
4. Competitive Analysis: Who are you up against, and where do you rank?
5. Unique Selling Proposition: What makes your business unique?
6. Pricing Strategy: What will you charge, and why?
7. Promotional Plan: How will you reach your target market?
8. Marketing Budget: How much money will you spend, and on what?
9. Marketing objectives: What tasks do you need to complete to reach your marketing
goals?
10. Measurement framework: How are you implementing, and where can you improve?
Introducing Metrics and Dimensions
There are two types of data in any analytics tool.
Metrics (Quantitative) Dimensions (Qualitative)
They are numeric data or numbers Dimensions are attributes used to

that quantify, count, and measure describe and segment metrics
data, giving insights into goal
progress and success.
Web Analytics Dimensions
User Level Visit Level Interaction Level
For example - For example - An action that the

Geographic Traffic source that users take on the
location. brought users to website. For
the website example view Page
title.
METRIC AND DIMENSIONS EXAMPLE
Metric 1,000 pageviews
Dimension Who? Individuals above the age of 21
Dimension Where? Singapore
Dimension What? Website homepage
Dimension How? Click from May Newsletter

CATEGORIZING DIMENSIONS
Dimensions are properties used to describe a metric’s
who, where, what, and how.
Dimensions are highly specific to different digital

marketing media platforms and marketing technology
tools.
CONSUMER DIMENSIONS
acquisition: provide insight into how
a consumer initially discovered a
digital marketing media platform
audience: provide valuable insights
about the consumers using a digital
marketing media platform
behavior: illustrate consumer
behavior on digital marketing media
platforms
TECHNOLOGY DIMENSIONS
Technology dimensions provide valuable
insights about the technology that underlies a
digital marketing media platform.
This data can be paired with consumer data or

used independently to inform maintenance and
development.
Example: Common Dimensions & Metrics in Reporting
Dimensions Metrics
Channel Screen Size Product Revenue Clicks

Browser Language Sessions (Visits) Impressions
Country Operating Time on Site Revenue Per Visit
Keyword System Goal Conversion Rate Cost Per Click
City Search Term Conversions % New Visits
Campaign Product Average Price Bounce Rate
Landing Page Category Time on Page
Pageviews
Bounce Which of the
User
Rate following are
type
Dimensions?
Landing
page
Page
Page source
View
country
New
users
Key Metrics
New visitors: These are users who have never visited your website before.
They are a great sign that your marketing efforts are working and your site is
reaching more people. But it’s also important to track how they behave on
the website to ensure your site caters effectively to new visitors.
Returning visitors: Returning visitors are coming back to your site for a
reason: either they like the content you’re creating or they want to make a
purchase. Both instances are great. The more returning visitors, the better.
Bounce rate: This is a measure of how many users leave your website
without taking action. Different analytics tools measure this metric
differently.
Session duration: This is the length of time users spend on your website, and
it can be a great gauge of whether they find your site engaging. Especially
when combined with the metric below.
Key Metrics
Pages per session: This measures how many different pages users visit on
average. The more pages they visit and the longer users spend on your
website, the more engaging it is.
Traffic source: Traffic can come from a variety of sources (organic, direct,
social media, referral, etc.) Tracking which sources generate the most
traffic can help you analyse and prioritise your marketing efforts.
User demographics: This broad metric tells you more about who the users
are that visit your website, what device they use, what country they come
from, etc. While the bulk of your website traffic will come from the
countries you target, an influx of new users from other countries can open
the door to new opportunities.
DATA COLLECTION
AND PROCESSING
What is Data Collection?
Data collection is the systematic process of
gathering, recording, and organising information of
interest for the purpose of analysis and decision-
making.
It's the procedure through which information of
specific interest is systematically obtained,
measured, and analysed.
Data Collection for Web Analytics
Enormous amounts of data are being generated globally every
minute through activities like website interactions, texts,
emails, online searches, and video views.
Social media and mobile devices play a significant role in data
generation as millions of people contribute to the vast amount
of data every day.
Data can be collected through various methods such as
surveys, interviews, scientific observations, and forms.
Ethical considerations are necessary when collecting data to
protect individuals' rights and privacy.
Online data generation often involves the use of cookies, which
store user information without personally identifying them.
Sources of Business Data
CRM Social media data Clickstream data - eg
Business (operational) data Advertising channel data Google Analytics, Adobe,
- product catalogs, user Search engine data Matomo
accounts etc Audience segmentation Web server log files
Online surveys data Marketing automation data
Custom data collection - 3rd party data - Ecommerce data
APIs, web scraping, custom demographic, firmographic, Mobile app analytics
tagging interest data on target 3rd party cookies
Market research data audiences Site performance
Data brokers (eg Nielsen, monitoring tools
Experian)
BUSINESS DATA DIGITAL WEB

MARKETING DATA ANALYTICS DATA
Main Categories of Business Data
primary data: business data;
data the business owns
data broker: compiles private

and public source data such as
census data, change of address
records, motor vehicle data, and
credit data
Main Categories of Business Data
log file: created each time a user interacts
with a website
internet protocol (IP) address: a series of

numbers that uniquely identifies a device
(computer, tablet, or mobile device)
cookie: a small file that a website sends to

a user's browser to monitor and remember
user information
Digital Marketing Media Data (POE)
Digital Marketing Media Data (Channels)
Digital Marketing
Media Data
(Platforms)
Source: https://www.smartinsights.com/digital-
marketing-platforms/big-data-digital-marketing-
platforms/interview-itamar-ben-hemo-ceo-rivery/
First, Second, Third Party Data
Source: https://embedsocial.com/blog/first-party-data/
First Party Data Benefits
Source: https://embedsocial.com/blog/first-party-data/
Example: Digital Marketing Data
Obtain the right data to achieve the
right information, detailed
information about user interactions
within their own website, social
media, and other digital platforms:
Time spent on website
Clicks
Conversion rates
Internal sources like revenue and
cost information
Determining What Data To Collect
When collecting data as a data analyst, consider factors like
data source, accuracy, and relevance to the project or
problem at hand.
Data can be collected through first-party sources (individual
or group), second-party sources (purchased from an
organization with relevant expertise), or third-party sources
(collected from external sources).
Data collected should be accurate, credible and absent of
bias. If not some degree of data cleanup may be required.
Determine the appropriate data type and consider using
samples that are representative of the population for
analysis.
The time frame for data collection should be determined
based on the project requirements, considering whether
historical data or real-time data is needed.
Primary data collection methods
Primary data collection
First-party data collection involves going straight
to the source, with individuals or organizations
gathering data for their own specific purposes.
This type of data is collected by the entity that

intends to use it, allowing for personalized insights
and tailored decision-making. For instance, a
company may collect first-party data to gain a
deeper understanding of its customers, enabling
the development of more personalized products
and services.
Primary data collection methods
Methods
Interviews
Surveys
Polls
Online Tracking
Social Media Analytics
Secondary data collection methods
Second-party data collection, also known as "data obtained from
external sources," involves the utilization of data sets that are collected
by individuals or organizations different from those who intend to use it.
This approach relies on existing records or reports published by others to
gather the information they need for their analysis. This can include
extracting data from a wide range of sources such as financial
statements, business magazines, newspapers, sales reports, and other
publicly available data sets.
Second-party data offers a readily accessible pool of information for

companies, eliminating the need for data collection from scratch.
Instead, the focus is primarily on the analysis and interpretation of the
data obtained from these external sources.
This type of data collection allows companies to leverage existing data to
gain insights, identify patterns, and draw conclusions without the need
for extensive primary data collection efforts.
Databases
Databases, the web, social media, interactive platforms, sensor
devices, data exchanges, surveys, and observation studies are
some of the data sources we may be using.
Relational databases, such as SQL Server, Oracle, MySQL, and IBM
DB2, are used to store data in an organised manner in these
systems. Data from databases and data warehouses can be
utilised as an analysis source. Data from a retail transaction
system, for example, can be used to analyse sales in different
regions, while data from a customer relationship management
system can be used to forecast sales.
SQL stands for Structured Query Language, and it is a querying
language for extracting data from relational databases.
APIs
APIs, or Application Program Interfaces, and
Web Services are provided by many data
providers and websites, allowing various users
or programmes to communicate with and
access data for processing or analysis.
APIs and Web Services often listen for

incoming requests from users or applications,
which might be in the form of web requests or
network requests, and return data in plain text,
XML, HTML, JSON, or media files.
Web Scraping
Web scraping is a technique for
obtaining meaningful data from
unstructured sources. Online
scraping, also known as screen
scraping, web harvesting, and web Source: https://www.toptal.com/python/web-scraping-with-
python
data extraction, allows you to
retrieve particular data from
websites depending on predefined
parameters.
Web scrapers may harvest text,
contact information, photos,
videos, product items, and other
information from a website.
Data Streams
Data streams are another popular method for
collecting continuous streams of data from sources
such as instruments, IoT devices and apps, GPS data
from cars, computer programmes, websites, and
social media posts.
This information is often timestamped and geotagged
for geographic identification.
Stock and market tickers for financial trading, retail
transaction streams for projecting demand and
supply chain management, surveillance and video
feeds for danger detection, social media feeds for
emotion research, and so on are examples of data
streams and how they may be utilized.
Data Collection Considerations
1. Select the right
type of data
2. Determine the
time frame
Collect new data? Use existing data?
2. Decide how data

will be collected
or 3. Choose data sources
4. Decide how much 4. Decide what

data to collect
or data to use
Data formats refresher
Data can be classified as qualitative (non-numeric,
descriptive) or quantitative (numeric, measurable).
Quantitative data can be further categorized as
discrete (limited number of values) or continuous
(measured and expressed as decimal values).
There are different types of qualitative data: nominal
(categorized without order) and ordinal
(categorized with a specific order or scale).
Data can be internal (within an organization's
systems) or external (generated outside of the
organization).
Structured data is organised in a specific format,
such as tables or spreadsheets, while unstructured
data lacks a clear organization or format.
Collecting Unstructured vs Structured Data
Unstructured data, such as audio files, video files, emails,
photos, and social media, is prevalent but can be
challenging to analyse.
Structured data, organised in formats like rows and
columns, is the primary focus for data analysis.
Structured data works well within data models, which
organise data elements and their relationships, providing
consistency and clarity.
Structured data is ideal for databases, enabling easy data
entry, querying, and analysis.
Structured data lends itself to data visualisation, allowing
for the creation of charts, graphs, heat maps, and
dashboards.
Data Collection and Analysis
Data
A set of collected facts. There are two basic kinds of numerical
data: measured or variable data, such as "16 grams," "4
kilometers"; and counted or attribute data, such as "162 defects."
Data collection and analysis

The process to determine what data are to be collected, how
the data are collected and how the data are to be analysed.
Data collection and analysis tools

A set of tools that help with data collection and analysis. These
tools include check sheets, spreadsheets, histograms, trend
charts and control charts.
Why automate data collection and analysis?
Automating data collection and analysis has become
increasingly important in today's digital age. With the
amount of data being generated on a daily basis, it is
virtually impossible for humans to manually collect and
analyse all of it.
By automating these processes, businesses can save

time and money while also improving the accuracy and
reliability of their data.
Automating data collection and analysis also allows for

real-time monitoring and reporting, which can be crucial
in making informed business decisions. Additionally,
automated data collection and analysis can help identify
patterns and trends that may not be immediately
apparent to human analysts.
How to automate data collection?
There are several methods and tools available for
automating data collection, including web scraping, APIs,
and IoT devices.
Web scraping involves extracting data from websites
using software, while APIs allow for direct access to
data from other sources.
IoT devices can also be used to collect data
automatically from sensors and other connected
devices.
Regardless of the method used, it is important to ensure
that the data being collected is accurate and reliable. This
can be achieved through proper data validation and
cleansing techniques, as well as by establishing clear data
quality standards.
What are the challenges of automating data
collection?
While automating data collection can bring many
benefits, there are also several challenges that must be
addressed.
One of the biggest challenges is ensuring the
security and privacy of the data being collected,
especially in cases where sensitive information is
involved.
Another challenge is the need to constantly update
and maintain the automation tools being used, as
changes in websites or APIs can affect the accuracy
and reliability of the data being collected.
It is also important to have a backup plan in case of
system failures or other technical issues.
Why automate data analysis?
Automating data analysis can help businesses
make more informed decisions by providing
real-time insights into their data. By using
automated analysis tools, businesses can
quickly identify patterns and trends that may
not be immediately apparent to human
analysts, allowing them to take action faster
and more effectively.
Automated data analysis can also help reduce

errors and biases that may be introduced by
human analysts, leading to more accurate
and reliable results.
Limitations of Manual Data Processing
Automating data analysis can help businesses make
more informed decisions by providing real-time
insights into their data.
By using automated analysis tools, businesses can

quickly identify patterns and trends that may not be
immediately apparent to human analysts, allowing
them to take action faster and more effectively.
Automated data analysis can also help reduce errors

and biases that may be introduced by human
analysts, leading to more accurate and reliable
results.
Examples of Data Automation
Web Scraping: Automatically collecting or crawling data from websites to enrich or
automate data entry.
Data transformation and cleansing: Converting data into a different format or removing
inconsistencies, errors, and duplicates.to make it suitable for analysis or reporting.
Predictive analytics: Using machine learning algorithms to analyse data and make
predictions about future events, such as customer behavior or market trends.
Report generation: Generating reports and summaries automatically based on
predefined criteria like sales performance or customer feedback.
Centralized data hub: Integrating data from various sources into a single database or
system.
Image and speech recognition: Automating the process of analyzing and categorizing
images and audio recordings using machine learning algorithms.
Email marketing automation: Using machine learning algorithms to send targeted emails
to customers based on their preferences, behavior, and past interactions with your
brand.
Data Collection App Examples
Google Forms
Layerise
SurveySparrow
TeamScope
JotForm
Fulcrum
Magpi
Forms on Fire
Zonka Feedback
Zoho
ANALYSIS
TECHNIQUES
The below diagram shows the common progression in data analytics, from descriptive
to prescriptive. Most businesses commonly use descriptive analytics for most of the
business needs.
Descriptive Analytics answers the question of
what happened by summarizing past data. It is the
simplest and most common (low complexity and
minimal added value) use of data in business today.
Diagnostic Analytics is the next stage after
descriptive analytics, diving deeper and asking why
it happened? It has low-medium complexity and
added value as it drills down to find the causes of
those outcomes. It focused on determining the
factors and events that contributed to the
outcome.
Predictive Analytics answers the question “what
could happen in future based on past trends and
patterns” requires predictive analytics. This type of
analytics (medium to high complexity and added
value) utilizes previous data to make predictions
about future outcomes.
Prescriptive Analytics utilize the information
extracted from the ‘what happened,’ ‘why it
happened,’ and ‘what might happen’ analyses to
guide users with optimum course of action.
Group Discussion Activity
In a group, discuss what is the difference between the
four types of analytics (i.e. Descriptive, Diagnostic,
Predictive and Prescriptive) against the context of web
analytics.
TOOLS AND
PLATFORMS
Analytics Deployments in Singapore
Rank Technology Websites %
1 Google Analytics 46,158 24.22 11 Web Stat 259 0.14
2 Snowplow 1,747 0.92 12 Yandex Metrika 251 0.13
3 Visitor Analytics 1,458 0.77 13 Mixpanel 249 0.13
4 Cloudflare Web Analytics 1,179 0.62 14 Clicky 210 0.11
5 Baidu Analytics 912 0.48 15 Moat 179 0.09
6 Matomo 839 0.44 16 Amplitude 170 0.09
7 Bing Universal Event Tracking 608 0.32 17 Heap 144 0.08
8 StatCounter 484 0.25 18 PostHog 114 0.06
9 Segment 461 0.24 19 Plausible Analytics 80 0.04
10 Yahoo Web Analytics 261 0.14 20 Keen IO 73 0.04
Popular Web Analytics Tools (SG)
There are many free or open-source web analytics tools available, each with its own strengths and weaknesses.
Understanding these features will help you choose the best tool for your needs.
Tool Name Features
Real-time data, customizable dashboard, event tracking

https://demo.matomo.cloud/index.php
Matomo
https://divezone.net/diving/thailand
https://matomo.org/web-analytics-training/
Clicky Real-time data, heatmaps, uptime monitoring, uptime alerts
All-in-one platform for building better products - with product analytics, feature flags, session recordings, a/b
testing, heatmaps
Posthog
https://app.posthog.com/home
https://app.posthog.com/demo
User behavior tracking, funnel analysis, retention analysis

Amplitude
https://analytics.amplitude.com/demo/home
SEMRush SEO analytics, competitor analysis

REPORTING AND
DASHBOARDS
Introduction to Matomo
https://ebizgrow.com/matomo
Exercise: Explore the Matamo Demo
Explore the different
metrics and reports that
Matomo can track:
https://divezone.net
https://demo.matomo.clo
ud/index.php
Source: https://matomo.org/guide/getting-started/getting-started/
Group Task: Collaborative Data Analysis
In small groups, analyse the Matamo Demo website traffic and user engagement
data for the date 1 April to 30 June 2023. Share your insights and interpretations
with your group members. How does your interpretation compare to others?
Resources
Web Analytics Glossary:
https://glossary.matomo.org
NEXT: Get started using Google Analytics...
Learn how to:

Understand how Google Analytics collects and processes data
Set up your Analytics account in a way that supports your business
objectives
Describe how data is compiled into reports in Analytics
https://ebizgrow.com/ga4-basics
R ICS WITH
: W E B MET
DCM2 010
PL ATFO R M
ALY T IC S
AN
SESSION 4
S 4 (GA4)
EYTI
A C
NA L
GOO GL
A M EN TA LS
FUND
Journey of this session
Part 1 Part 2 Part 3 Part 4

Intro, Data Events & Key Metrics & Analysis &
Model & Setup Conversions Reporting Dashboards
Why GA4 Event Model Metrics & Custom
Data Model Event Types Dimensions Explorations
Reporting Identity Event Setup Standard Reports Sales & Attribution
GA4 Setup Conversion Setup Acquisition Looker Studio
Engagement
Monetization
WHAT IS GA4?
GOOGLE'S LATEST ANALYTICS TOOL WHICH IS COMPLETELY REDESIGNED
COMPARED TO ITS PREDECESSOR, UNIVERSAL ANALYTICS.
IT OFFERS SMARTER INSIGHTS TO IMPROVE MARKETING DECISIONS AND

ROI. WITH GA4, YOU CAN GAIN INSIGHTS ACROSS PLATFORMS AND
DEVICES, LEVERAGE GOOGLE'S MACHINE LEARNING CAPABILITIES AND
MORE COMPLETE VIEW OF CUSTOMERS ACROSS DEVICES AND
PLATFORMS.
KEY FEATURES OF GOOGLE ANALYTICS 4 INCLUDE:

INTEGRATION WITH GOOGLE ADS
CUSTOMER-CENTRIC DATA MEASUREMENT
BETTER UNDERSTANDING OF CUSTOMER JOURNEY
ADVANCED REPORTING CAPABILITIES
MACHINE LEARNING FOR INSIGHTS AND PREDICTIONS
Blue Cyclops' Marketing Campaign Life Cycle
Which products did

they browse?
Did the
customer
bounce?
No customer
conversion
How long What Successful

Where did the did they customer
else did
customer stay? conversion
Customer Customer they do?
come from?
sees or arrives on
Clicks on ad site
DIGITAL ANALYTICS CONVERSIONS

MARKETING
Ad optimization
Which products did
they browse?
Did the
customer
bounce?
No customer
conversion
How long What Successful

Where did the did they customer
else did
customer stay? conversion
Customer Customer they do?
come from?
sees or arrives on
Clicks on ad site
DIGITAL ANALYTICS CONVERSIONS

MARKETING
Ad optimization
Acquisition Engagement Conversions

Acquisition Engagement Conversions
Ads Analytics Conversion

Tracking Tracking Tracking
Pixels Tags Tags
Manual Tagging OR Google Tag Manager
Website
1. Intro, Data
Model &
Setup
Introducing GA4
GA1: Urchin, 2005.
GA2: Classic, 2008.
GA3: Universal, 2013.
GA4: Released in 2020, replacing UA
in 2023.
Introducing GA4
FRESH START CUSTOMER- PRIVACY DATA

CENTRIC FEATURES CONSOLIDATION
Released out of beta and introduced as the

new Google Analytics in early 2021. Its beta
name of “App + Web” was replaced with
Google Analytics 4 (GA4).
Main differences between it and its

predecessor, Universal Analytics, were
machine learning, a single data schema for
both web and mobile, and being built with
privacy in mind.
How GA4 Can Drive Impact
1. Collect & enrich 2. Derive powerful 3. Take action on
1.
1.
2.
first-party data in
business insights your data
a privacy-safe way
Web interactions Advanced analytics

Reporting & Insights
via BigQuery
App interactions
Offline interactions Activate your 1P

data via Google Ads
Holistic view of
Other business data & GMP
your users
Ongoing measurement
and activation of your data
Measuring the FULL User Journey
Collect and connect your data Enrich your first-party data with modelling
Incomplete view
Privacy-Centric &
Web Data App Data of user journey Cookieless
due to cookie loss Meaasurement
Exclusive to GA4
Leverage Google's
modelling
capabilities to fill in
Onboard your offline data and measurement gaps
integrate your Google media data while respecting
user's consent.
Offline Google
Data Media Exclusive to GA4
Privacy-safe and future focused analytics solution

Data
Model
Events in
GA4
Every interaction in
GA4 is an event,
with up to 25
parameters to
describe it.
Every website interaction generates events
and parameters
Events User Properties (Parameters)
Age Location
Gender OS version
Interest Device model
Language
Web
Property
Stream
User ID - randomised ID Browser Properties (Parameters)

Session ID - ga_session_id
language
session start page_location
first visit page_referrer
page_view page_title
user_engagement screen resolution
How Google Analytics identifies a user
User-ID Google Signals Device-ID Modeling

If you create your own Google associates Analytics can also use When users decline Analytics
persistent IDs for event data it collects device ID as an identity identifiers like cookies,
signed-in users, you from users with the space. On websites, the behavioral data for those
can use these IDs to Google accounts of device ID gets its value users is unavailable. Analytics
measure user journeys signed-in users who from the client ID. On fills this gap by using the data
across devices. have consented to apps, the device ID is the of similar users who do
sharing this app-instance ID. accept cookies from the
information. same property to model the
behavior of the users who
decline cookies.
Google Analytics 4 can use four User

different methods to unify
multiple user interactions into a
Pageviews
single cross-device user journey.
Each of these methods is termed
an Identity Space. Events
GA4 Data Structure: In Practice with a Lead Submission Website
Event Lead Submission

User (Event)
Parameter Referrer
Parameter High Potential Value

Page_view (Event)
Parameter April 2023
Parameter Viewed Demo

Submit_form
(Event) Parameter …
<Web />
Refresher
Understanding URLs
Definition of a URL and its components
Different types of URLs (HTTP, HTTPS, FTP, etc.)
Common URL structures (protocol, domain, path, query parameters,
etc.)
URL shortening services and their uses
Parts of a URL
Domain: support.google.com
Second-level Query String

Scheme File Path
domain Begins
https://support.google.com/analytics/answer/10089681?hl=en
Top-level Parameter
Subdomain File
domain String
Demo: https://ebizgrow.com/url-parts
Exercise: Parts of a URL
https://support.google.com/analytics/answer/10089681?hl=en
Hostname: ____________________________________________________________________
Page Location: ____________________________________________________________________
Page Path: ____________________________________________________________________
Query String: ____________________________________________________________________
Page title: ____________________________________________________________________
Reference: https://ebizgrow.com/ga-url-structure
Understanding Cookies
Definition of cookies and their purpose
How cookies are used by websites (session cookies, persistent
cookies, etc.)
Privacy concerns with cookies
How to manage cookies in web browsers
Understanding HTML
HTML stands for Hyper Text Markup Language.
It's a standard language used to create web pages.
HTML uses tags to define elements on a web page such as tracking
code, headings, paragraphs, images, hyperlinks, tables, lists, etc.
Understanding HTML structure helps in placing tags correctly and
assists in maximising the potential of a sophisticated analytics
platform like Google Analytics 4. Without a correct understanding of
HTML, it would be challenging to use GA4 tags effectively.
Understanding HTML
Google Analytics 4, often
abbreviated as GA4, tracks user
interactions on a website to
provide valuable insights.
This is achieved with the help of
"tags" which are snippets of
JavaScript code that you put on
your web pages. For GA4, these
tags are put in the <head> section
of the code.
Source: https://www.geeksforgeeks.org/html-introduction/
Hands-on HTML Tutorial
https://replit.com/@replit/Make-a-Personal-Website
1. Access Google's
Demo Store
The Google Merchandise Store is an online store where customers can

purchase various Google-branded items, such as clothing, accessories, office
supplies, and electronic gadgets. It is primarily targeted towards fans and
enthusiasts of the Google brand, as well as those looking for unique gifts or
memorabilia. It can be found at the following web address:
https://shop.googlemerchandisestore.com
Accessing the GA4 Demo Account
First login to Google
Analytics in a separate
tab. Next click this link to
setup access to the GA4
Demo Account
https://support.google.com/analytics/answer/6367342
You should see this screen, and the words "Demo
Account -> GA4 - Google Merchandise..." when access is
granted.
Note: The Merchandise Store is for demo purposes, and is not a good example of
best practices.
Review Configuration
1. Click on
Admin
1. 1.
2. Click on Data
2.
3. Click on Web. Click on

Streams Configure tag settings.
Tag Settings
Review the Demo Store tag
settings:
1. Manage automatic event
detection
2. Configure domains
(cross-domain tracking)
3. Allow user-provided
conversion data
4. Collect Universal Analytics
(legacy) events
5. Define internal traffic
6. List unwanted referrals
7. Adjust session timeout
8. Override cookie settings
Opt-Out Automatic GA4 Migration
A new GA4 property will
automatically be created for
you, and your Universal
Analytics configurations will
be copied to the new GA4
property, unless you opt out
Reporting Home
Analytics
All accounts 〉Demo account Try searching "Behavior overview"
GA4 – Google Merchandise…
A All Users Add comparison + Last 28 Days Sep 28 - Oct 25, 2022 ▼
Reports snapshot
Take a tour a of Google Analytics 4
The Home page provides an at a glance view to your

most important
metrics, insights, and setup tips.
Each time you sign in, Analytics will surface

personalized content
from across all reports.
Link: https://ebizgrow.com/ga4-walkthrough
Analytics
All accounts 〉Demo account D Try searching "Behavior overview"
A. Snapshot
All Users Add comparison + Gives a summary of the Lastkey reports
28 Days Sep 28 - Oct for
25, 2022 ▼
B Reports snapshot the property and it's fully customizable

A
to be tailored to each business needs.
B. Realtime
Highlights the last 30 minutes of user
activity to closely monitor important
moments.
C. Custom left navigation

Fully customizable left navigation to
allow each business to have all and only
C
the reports that are important to them.
D. Search bar
Quick and easy way to find relevant
information like specific reports,
insights or help articles.
Analytics
Home
Go to Home to surface
information that’s
relevant to you based on
your behavior in
Analytics.
Use the page to monitor

traffic, navigate around
Analytics, and get
insights about your
websites and mobile
apps.
Analytics
A All Users Add comparison + Last 28 Days Sep 28 - Oct 25, 2022 ▼
Reports snapshot
Go to Reports to view ready

made reports that answer
common questions about
how your users are
interacting with your app or
website.
Analytics
Techniques
Explorations
Each technique, powered by a unique
data model, allows for discovery of
powerful insights within the ease of the
user interface (e.g. pathing, cohorts,
funnels, etc.)
Templates
Pre-built explorations focused on
specific use cases and verticals to
Go to Explore to use provide an easier starting point to new
advanced users not yet familiar with Explore
techniques that go advanced functionalities.
beyond the standard
reports to help you Explore from a report
uncover deeper One click creation of an exploration
insights about your
customers'
from any detailed report when users
engagement. want to slice and dice their data further.
Analytics
6/6 conversion events Add comparison + Last 28 Days Sep 28 - Oct 25, 2022 ▼
Advertising snapshot
Go to Advertising to
help you better
understand the ROI of
your media spend
across all channels,
make informed
decisions about
budget allocation, and
evaluate attribution
models.
Analytics
Go to Admin to
control your
account,
property, and
user settings.
Adjust the date range
Apply a comparison to see different for all your reports.
sets of data side-by-side.
Identify how much of
your data appears in
Apply a filter to see
the report. Customize the
a subset of your
report, share or
report data.
export the report,
and get insights
about your data.
Hands-On Exercise - Demo Store
https://ebizgrow.com/ga4-hands-on
Hands-on Features:
Search
Primary and Secondary
Dimensions
Dimensions for Paid Search /
Ads traffic
Sorting
"Add Filter" versus "Add
comparison"
Real-time
Hands-on:
GA4 Setup
Configure 1. Create Property & Data Stream
GA4 2. Collect Website Data
3. Turn on Google Signals
4. Setup Conversions
5. Link to Google Ads
6. Setup Custom Audiences
7. Setup Custom Reports
Reference: https://support.google.com/analytics/answer/10759417
GA4 Setup Wizard
https://ebizgrow.com/ga-quickstart
Hands-on Activity
1. Accessing the Demo Store
2. Setting up a new GA4 property -
https://ebizgrow.com/ga4setup
3. Installing the GA4 property in Replit
Login To GA4
Sign in or
create a new
account
Create New GA4 Account
1.
2. Click on
Create
Account
1. Click on
Admin
Enter Account Name
1. Enter
Account Demo GA Account
name
1.
2. Click on Next
Next
Enter Property Details
1. Enter Property Demo
Property
details
1.
2. Click on
Next
Create Property
1. Click on
Next
Create Property
1. Click on
Create
Accept T&Cs
1. Accept
I Accept
the T&Cs
Create Web Stream
1. Create new
Web data
stream
Create Web Stream
1. Enter URL
and Website
URL
Create stream
1.
2. Click Create
Stream
Copy the Measurement ID
1. Copy the
Measurement ID
eg
"G-6MEH2L73B2"
Enhanced measurement
allows you automatically
collect data on standard
events such as scroll, click,
view search results, video
progress, and file
downloads.
Event/Tag Settings Overview
Event settings
1. Modify events
2. Create custom
events
3. API secrets
Tag
1. settings
2.
3.
4. Configure tag
settings
5. Manage connected
site tags
6. View tag instructions
View tag instructions
1. Website install code.

Insert on every page of
website, after the <head>
element.
Replit Demo Site Setup
1. Create a new Replit account and login at

1.
https://ebizgrow.com/join-ga-project
2. Click on Start project to make a copy of the Demo Site
1. Signup for a free Replit account

1. Enter your Repl Name
1.
2. Click on
Fork Repl
1.
2. Paste in your
Measurement
ID OR GTM ID
(it is saved
automatically)
1. Click on tracking >

analytics_config.js
1. Click on
Run (the
1.
2. Click on
Green "Open in a
Button) new tab"
1. Your Demo
Site
should
open in a
new
browser
tab
1. Check your GA4

Real-time report.
You should be abe
to see your own
traffic appearing
Additional
GA4 Settings
Configure tag settings
Cross-domain tracking
1. When a prospect visits your site for
the first time, GA4 assigns them a
unique client_id and stores the value
as a 1st-party cookie.
2. Without this configuration, 1st-party
cookies can only be accessed by
domains that share the same root
domain.
Configure tag settings
Automatic Tag Detection
Adjust Session Timeout
Adjust Data Retention Period
By default, GA's data
retention for events
associated with cookies,
user IDs or advertising
click IDs are set to 2
months.
You can and should

extend this period up to
the maximum of I4
months.
1.
2. Update to 14
months and
1. Click on Data
save.
Settings > Data
Retention.
Key takeaways
Create new events or modify existing events to adjust the
data that flows into Analytics.
Use Measurement Protocol to send events directly to
Analytics servers from any HTTP-enabled environment.
Use data import to upload CSV files directly from an offline
business tool, or upload the file manually in Analytics.
Events in
GA4
Every interaction in
GA4 is an event,
with up to 25
parameters to
describe it.
Every website interaction generates events
and parameters
Events User Properties (Parameters)
Age Location
Gender OS version
Interest Device model
Language
Web
Property
Stream
User ID - randomised ID Browser Properties (Parameters)

Session ID - ga_session_id
language
session start page_location
first visit page_referrer
page_view page_title
user_engagement screen resolution
How event tracking works
1 2 3 4
The user visits your Analytics receives the Analytics fully Analytics surfaces the
website and clicks a click event and processes the event data in dimensions
link to an external surfaces the event and and metrics used in
website parameters in the reports, audiences,
Realtime report etc.
Event Attributes
Event Name: Used to describe Event Parameter: Used to
the type of event. describe additional information
about the event.
Similar to hit types Think of event parameters

(pageview, event, as hit scoped dimensions.
transaction, social
interaction) in GA Classic. Similar to event
category/action/label.
Examples = add_to_cart, Examples = item_id,
sign_up, select_content. currency, values.
Interactions Events
Free trials page_view
Social Actions share
Promotions view_promotion
Embedded videos video
Related posts select_content

Event
view_promotion
Parameter Name Parameter Value

product Lenovo M9 Tablet
offer_price 220
Four Types of Event Collection
Collection
Event Type Description
Type
Events collected by default when you set up Google Analytics on

1. Automatic Automatic
your website or app.
Events that are collected when you set up Google Analytics on

2. Enhanced Measurement Automatic
your website or app and enhanced measurement is enabled.
Custom events with predefined names and parameters. These

3. Recommended Events Manual
events unlock existing and future reporting capabilities.
Custom events that you define when no recommended events

work for your use case. Custom events don't show up in most
4. Custom Events Manual
standard reports so you need to set up custom reports or
explorations for meaningful analysis.
1. Automatic
Events
2. Automatic Automatically
Events captured Event
Parameters
language
page_location
page_referrer
page_title
screen_resolution
2. Enhanced Automatically tracks
Measurement important actions
Pageviews
Scrolling
Outbound clicks
Site search
Embedded YouTube
videos
File downloads
Form interactions
3. Recommended Events
Event (Standard Type) Trigger when
ad_impression a user sees an ad impression, for app only
earn_virtual_currency a user earns virtual currency (coins, gems, tokens, etc.)
a user joins a group to measure the popularity of each

join_group
group
login a user logs in
purchase a user completes a purchase
refund a user receives a refund

Event (Standard) Trigger when
search a user searches your content
select_content a user selects content
share a user shares content
a user signs up to measure the popularity of each sign-up

sign_up
method
spend_virtual_currency a user spends virtual currency (coins, gems, tokens, etc.)
tutorial_begin a user begins a tutorial
tutorial_complete a user completes a tutorial

Event (Ecommerce) Trigger when
add_payment_info a user submits their payment information
add_shipping_info a user submits their shipping information
add_to_cart a user adds items to cart
add_to_wishlist a user adds items to a wishlist
begin_checkout a user begins checkout
generate_lead a user submits a form or a request for information

Event (Ecommerce) Trigger when
refund a user receives a refund
remove_from_cart a user removes items from a cart
select_item a user selects an item from a list
select_promotion a user selects a promotion
view_cart a user views their cart
view_item a user views an item
view_item_list a user sees a list of items/offerings
view_promotion a user sees a promotion

Event (Gaming) Trigger when
earn_virtual_currency a user earns virtual currency (coins, gems, tokens, etc.)
a user joins a group to measure the popularity of each

join_group
group
level_end a user completes a level in the game
level_start a user starts a new level in the game
level_up a user levels-up in the game

Event (Gaming) Trigger when
post_score a user posts their score
select_content a user selects content
a user spends virtual currency (coins, gems, tokens,

spend_virtual_currency
etc.)
tutorial_begin a user begins a tutorial
tutorial_complete a user completes a tutorial
unlock_achievement a user unlocks an achievement

4. Custom Interactions to Track
Events Free trials
Social Actions
Promotions
Embedded videos
Related posts
Change Existing Events
Rename an event so the same event name is used across various properties
and data streams.
Fix a typo that's causing a measurement error.
Modify event Create event

Create New Events
Website visitors already trigger the

page_view event when they view any
page, but you may want to use page
views of a specific page as a separate
event. Create a new event from the
existing page_view event, and only fire Modify event Create event
it when a visitor views the specific

page.
If this specific page is important, you

can mark this new event as a
conversion.
Conversion
Tracking
Valuing
Conversions
Real Calculated Symbolic
Campaign
Tracking
How does Google Analytics identify Traffic Sources?
Is the URL
tagged?
Yes No
Traffic Source based Use browser

on tracking codes referrer
Organic search,
Campaign Direct traffic
Referred
Metrics &
Dimensions
User
A person counted once in the selected date range:
Total Users
New Users
Returning Users
"Users" - i.e. "active users"
Session #1 Session #2 Session #3 Session #4
User
Event
Any information sent to Google Analytics
1 2 3 4
Pageview
A page being loaded
1 2 3 4
Session
A group of user-interactions with your website or app that take
place within a given time frame
> 30
minutes
inactivity
Session Session
Session
In Analytics, a session initiates when a user either opens your
app in the foreground or views a page or screen and no
session is currenty active (e.g. their previous session has timed
out).
5 minutes
Session
Engaged Sessions
Any one of these triggers:
Session was at least 10 seconds
Viewed two or more pages
Converted
> 10 sec > 1 Conversion

Engagement Rate
Percentage of engaged sessions
3 seconds
5 seconds
Bounce Rate
Percentage of sessions that were not engaged sessions,
i.e. the reverse of engagement rate.
6 seconds
45 seconds
1 How many users did I have last week?
Why does your 2 What countries do my users come from?
website need 3 Do I need a mobile-friendly website?
Google Analytics? 4 What websites send traffic to my website?
5 What marketing tactics drive the most traffic

to my website?
Explore questions that
you can find answers 6 Which pages on my website are the most
to using Google popular?
7 How many visitors have I converted into leads
Analytics at right:
or customers?
8 Where did my converting visitors come from
and go on my website?
9 How can I improve my website's speed?
10 What blog content do my visitors like the most?
1 What is the revenue my site is generating?
Deep Diving 2 Where are my customers coming from?
into Google (channel and campaigns)
3 What are my top-selling products?
Analytics
4 What is the average order value of my top-
selling products?
More 5 Where do my most valuable visitors come

from (referral source and geography)?
questions: 6 Which of the most valuable visitors are most
likely to make a purchase, and
7 Which of those visitors are most likely to
make the highest value purchases?
8 Which are my most valuable content pages; that is,

not just popular pages, but pages that also
contribute to the conversion process?
How do existing customers (or subscribers,
Deep Diving
9
downloaders, or social media followers) use the site
compared to new visitors?
into Google Am I wasting money on campaigns that bounce; that
Analytics
10
is, attracting visitors that only view a single page
and then leave?
Is my site engaging with visitors; that is, does

More 11
anything on the site help build a relationship with an
questions: otherwise anonymous visitor?
12 Is my internal site search helping or hindering

conversions; that is, can visitors find what they are
looking for once on my site?
How many visits and how much time does it take for
13 a visitor to become a customer (which affects
promotion campaigns, email follow-ups, and affiliate
relationships)?
As a marketer, what decisions will you make?
Situation Action
We have a new top-selling product that Reward the web and marketing teams for a job
is delivering 20 % more by revenue than well done!
any other.
Call the web development team. Investigate any

The average visits per day from organic changes in content, redirection, or site
search has halved compared to last architecture.
week. Call the SEO team. Investigate what changes
have been implemented recently.
Our last banner campaign cost $5,000 Drop the banner campaign ASAP!
and generated four sales worth a total Investigate any landing page issues and the
of $1,000. marketing message. Perhaps an offer has
expired.
Discussion
Decisions web analytics can help you make
Situation Action
Online purchases increase by 50% if we Ensure that email marketing is an integral part
send a follow-up email to new of your business strategy and is tracked within
registered visitors within one week. your web analytics tool
Internal site search is being actively Call the IT/web team

used by 70 % of visitors. However, most Investigate changing your internal search engine
search results are zero, and those that to improve the user experience and boost sales
are not generate little revenue.
Call the marketing team - Acquire more social

Visits from social media sites are driving media visitors to drive branding, reach, and goal
goal conversions (brochure downloads), conversions, more paid-search visitors to provide
but the paid-search visitors are driving further revenue growth
transactions. Call the content team - Investigate up-sell and
cross-sell promotions for brochure downloads
Analytics Should Drive Positive Business Impact
4 Ways To Export GA4 Data
Web Data App Data
GA4 Property
GA4 Web UI BigQuery

GA4 Explorations BigQuery SQL
GA4 Reports
Analytics Data API
Data Warehouses, Data Prep, Reporting and Visualisation Tools

Predict customer needs and anticipate
growth opportunities through ML
Google's Machine Learning
Automated Insights Predictive Analytics

Automatically surface insights on Predict purchase, churn or
major data changes / emerging revenue probability within a
trends certain amount of days
Analyze user behavior over their Build predictive audiences to
lifetime as a customer utilize within your Google media
Detect anomalies within your platforms
data
Adapt strategies based on Pro-actively plan and Provide the right experience
what's working or not optimise marketing to your users
Overview of GA4 Insights
Automated or Custom Insights
Some available ONLY from the home screen
Others available on all reports
Or by searching
Core reporting functionalities
Monitor Customize Explore Activate
Between the default Users can choose and When users need A better understanding
and the customized create the reports more granular of your users behavior
set of reports, users that their business insights, Explore will not only allow you to
can quickly and easily needs most. allow them to slice make more informed
find the information and dice their raw decisions, but users will
they are looking for. Once created, all the data through a series also be able to create
reports can be of advanced data audiences based on
organized in models called their data and insights
Collections, Topics techniques. to activate through
and Overviews. connected products
(e.g. Google Ads,
Optimize, etc.)
Useful GA4 Terms
Account - A collection Property - Each Event - Events allow
of properties whose property can be used you to measure a
data is owned by a to measure website specific interaction or
single legal entity traffic and/or app occurrence on your
usage. website or app.
Data Stream - A Dimension - An Metric - A metric is a

customer touchpoint attribute of your data. quantitative
driving a flow of data It describes your data measurement, such as
from your website or and it's usually text as an average, ratio,
app to a Property. opposed to numbers. percentage, and so on.
Useful GA4 Terms
Audience - A set of Channel Grouping - A Cohort - A group of app or
users that share one or specific set of website users that share a
common characteristic
more characteristics or channels, such as
identified by an Analytics
behavioral patterns "Email", "Social",
dimension.
that you define. "Display" etc.
Channel - A point of Conversion Event - Data Filter - Lets you

interaction with Used to mark an event include or exclude
existing or prospective that measures the user incoming event data
customers, e.g. "Email", action as a conversion. from being processed
"Social", "Paid Search". by Google Analytics.
Useful GA4 Terms
Device ID - A browser- Engagement - Any user Explorations - A set of
based or mobile-app-based interaction with your audience discovery and
identifier for a unique, comparison tools.
site or app.
pseudonymous website or
mobile app user.
Funnel Exploration - An Free-form Exploration - gtag.js- A single tag

exploration technique An exploration technique you can add to your
that lets analyze, that lets you explore and website to use a
segment, and breakdown visualize your data in a variety of Google
user journeys. cross-tab and charts.
products and services.
Useful GA4 Terms
Intelligence - A set of Measurement ID - an Secondary Dimension -
features that use identifier (e.g., G- The key value that
machine learning to help provides an additional
12345) for a web data
you better understand level of sorting and/or
stream.
aggregation in your report.
and act on your data.
Segment - A subset of Session - A session is a Snippet - A tag that can

users, sessions, or events. group of user interactions be copied (from a help
You can apply segments with your website or app article or UI, often by a
to explorations to focus that take place within a non-technical user) and
on specific data sets. given time frame.
pasted on a web page.
Useful GA4 Terms
Stream ID - The Tag - A tag is a snippet Google Tag - The Google tag
(gtag.js) is a single tag you
stream ID is the unique of code that you add to
can add to your website to
identifier for the data your website to send use a variety of Google
stream from which data to a third party, products and services.
user activity originates. such as Google.
Topic - A subset of reports User - A person who User Exploration - An

within a collection. For interacts with an app exploration technique that
example, Acquisition is a
or site whose activities lets you isolate and examine
topic within the Life cycle
you measure with individual rather than
collection. You can create
Google Analytics. aggregate user behavior.
your own topics.
Useful GA4 Terms
User Properties - User ID - Associate your Variant - A variant (sometimes
attributes that describe own identifiers with referred to as a variation or
level) can be anything from a
groups of your user base, individual users to connect
change to a single element on a
such as their language their behavior across web page, or changes to many
preferences or different sessions, devices elements, or a whole different
geographic locations. and platforms. page in an experiment.
Conversion - A user action Destination ID - Identifier Destination - A Google

that you count because that represents the measurement product
you consider it important, destination; i.e., the account that shares
such as a purchase or connected Google configuration with, and
game level completion. product, such as Google receives data from, a
Ads or Analytics. Google tag.
Useful GA4 Terms
Tag ID - An identifier
that you put on your
page to load a given
Google tag.
Useful GA4 Metrics
Active Users - any user
Users - Total number of who has an engaged
unique users who session or when
logged an event. Analytics collects the
first_visit event
New Users - Number of

users who interacted
with your site for the
first time

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R ICS WITH

10 CA1 GAIQ WEEK 5

25 CA2 INDIVIDUAL PRACTICAL WEEK 9

35 CA3 GROUP PROJECT WEEK 10

5 PR PEER REVIEW WEEK 10

25 CA4 QUIZ WEEK 11

Knowledgeable about digital marketing analytics

Proven digital marketing analysis execution using

Experienced using Google Sheets and its features

Digital marketing analytics is foundational

Segmentation, Targeting, Positioning

Acquisition and Retention

Our mission is to organize

Our vision is to create a

Omni-channel Connected Create a unique customer

UNSTRUCTURED data is stored in data

Google Analytics 4 and Hybrid Client+Server,

1 Google Analytics 46,158 24.22 11 Web Stat 259 0.14

2 Snowplow 1,747 0.92 12 Yandex Metrika 251 0.13

3 Visitor Analytics 1,458 0.77 13 Mixpanel 249 0.13

4 Cloudflare Web Analytics 1,179 0.62 14 Clicky 210 0.11

5 Baidu Analytics 912 0.48 15 Moat 179 0.09

6 Matomo 839 0.44 16 Amplitude 170 0.09

7 Bing Universal Event Tracking 608 0.32 17 Heap 144 0.08

8 StatCounter 484 0.25 18 PostHog 114 0.06

9 Segment 461 0.24 19 Plausible Analytics 80 0.04

10 Yahoo Web Analytics 261 0.14 20 Keen IO 73 0.04

Tool Name Features

Clicky Real-time data, heatmaps, uptime monitoring, uptime alerts

Real-time data, customizable dashboard, event tracking

User behavior tracking, funnel analysis, retention analysis

SEMRush SEO analytics, competitor analysis

Web Analytics Product Analytics

Pageviews First Events First

Sessions and Unique Visitors Users, Customer Lifetime

Focused on inbound and marketing Focused on product usage and

Google Analytics low Heap high

Cloudflare Web Analytics n/a (no events) Clicky low

Matomo low Fathom Analytics low

Mixpanel low Plausible Analytics low

Snowplow low Visitor Analytics high (if auto-track is enabled)

Statcounter low Posthog high

Amplitude very low Piwik PRO low

Chartbeat n/a GA4 medium

Pricing Meter Used in Category

Events Product Analytics

Hits Traditional Web Analytics

Pageviews Simplified Analytics

Sessions or unique users Less common

Data literacy is the ability to interpret, write, and

Each action a consumer takes on a digital

Up-to-date information obtained, helps a firm design its entire

Understanding consumer behavior is essential for businesses to

Information Neuromarketing Ethnography,

1950s 1980s 1990s 2000s 2010s PRESENT

Consumer Behavioral Growth of big

Apply concepts of digital consumer behavior to evaluate online

Every consumer interaction on

Item Purchased – Understanding the shopping cart of the consumers provides

Time and Frequency of Purchase – Consumers prefer to shop at their convenient

Method of Purchase – This is useful for understanding consumer behavior because it

A data protection regime is necessary to safeguard personal data from

Purpose – Organisations may collect, use or disclose personal data in an

Reasonableness – Organisations may collect, use or disclose personal data only