Digital Analytics

Dr. Anup Kumar

Traditional Marketing
Generating insights
Core analytics techniques
ROI ( effect of one percent increase of
conversion rate)
• Last click attribution
• First click attribution
• Linear attribution
Creating measurement Plan

• Reliable data
Building your Analytics Infrastructure
Common digital strategies
Google Analytics
Google Analytics
• Learn about characteristics of users who convert versus those who
don't
• Analyze platforms and technology my site visitors are using

• Analyze high-value traffic sources

• Customize channels for increased actionability
• Determine key performance indicators for a content site

• Identify my most valuable site pages

• Use Analytics' Enhanced Ecommerce reports to improve
ecommerce performance
Google analytics
Dimensions and Metrics
objectives and key results (OKRs) and KPI
Best of luck and have a great career ahead