Integrating Digital Marketing Based on Big Data Tools into an SME

For example, Google Store has a monthly email newsletter that sends it to subscribers to links to the Google Store website. By adding a campaign tag to "email" at this link, the store can easily identify users that came from the email newsletter on Google Analytics website.

There are five campaign tags that help you identify specific information about your campaign's traffic. There are requires medium, source, and campaign tags. You can add tags for contents and words.

We will report the acquisition you when we discuss the medium source and material.

The" medium" method communicates, or how you sent your message to a user. You can include "email" for an email campaign, "cpc" or "social" for the given search ads.

The" source" user communicates where it came from. It can be a link to a particular web page or an email. The source mode can be separated. The source can be "Google," "Bing," or "Yahoo!" if the interval is "CPC" (or "cost per click" paid traffic).

"Campaign" in your marketing campaign name, such as "2015-back-to-school" or "2015-holiday-sales" called contact can.

A promo version of" materials" can be used for separation. This is useful when you want to check which version of an ad or campaign is more effective. If your newsletter in two different versions in a test running, then you this tags to "v1-10dollars-off" and "v2-nopromo" label to seek those who can Google Analytics the data related to any newsletter, The separate to support.

"Term" is used to identify keywords for paid search campaigns. If you are Bing or Yahoo! You will only use this field if you have tagged a given search campaign manually! We will discuss the best ways to track Google ads in the next lesson.

Your ads associated with the URLs these parameters to add Google Analytics in our Help Center in the "URL Builder" called an equipment supplier, which we later covered.

5.3 Tracking campaigns with the URL Builder

To navigate to the URL manufacturer of the Help Center, click the link at the end of this lesson and scroll through the form from the URL manufacturer. In the first step, type your website URL (or where you want your ads or campaign links to users). Then complete fields for campaigns, sources, and medium. Alternatively, you can fill fields for words, contents, and names. Term, content and name your any value can be simply make sure that they are in your Google Analytics report, in the present, after the recognition given sufficient relatable.

Normally, you will use a single word to name the tags. The URL Builder will add underscores to the words to avoid spaces in the URL if you use the words. Be sure to use the corresponding spelling and funding when entering the tag value. Since Google Analytics is Case Sensitive, all uppercase in "PROMO1" in the name of a campaign, all lowercase letters "promo 1" in the name of a campaign separate from the will appear. Also, make sure you use the medium name like "view" for banner ads and "email" for email campaigns.

When you click "Create URL" at the bottom, you can see that URL Builder generates links to all the correct campaign parameters attached. It provides an easy way to generate campaign tags for quick tracking. However, remember, you only at once, create a URL to it can use, so perhaps if you have a big promotion for each URL, use it to create don't want to. Instead, you can use a spreadsheet to simplify the process. We have provided an example template at the end of this lesson that you can use to manage your promotional values for bulk URL building.

Before launching a campaign at this link, you would like to verify that your tracking tag is working correctly. Sometimes a website configuration can break the tracking of Google Analytics promotions. It's a simple way to test your campaign before it's launched. First open an incognito window or a private browsing session. Then, copy and paste the link you created to search for your campaign on the browser's address bar. Once your website is loaded, navigate around your site and complete some of the critical tasks. For example, if one of the objectives of your website is an experimental signup, complete the signup process on your site. Or, if you have a coupon in your campaign, try to submit a transaction with applied coupons.

It's a good idea to use it with every URL you create. You can wait a few hours to see campaign information in real-time reports instantaneously or review your value campaign reports. Then go to the" Campaign "section of the" Campaign "section of the" Campaign " section. This report lets you compare the upcoming traffic from your marketing campaigns. To verify that the campaign is collecting information correctly, type the name of the filter. You can see an inspection of the promotional clubs that have been tested.

If you click on the name of the promotion, you can see the source and medium data that you have entered in the URL manufacturer. Add a second dimension as "ad content" if you want to verify other promo tags you have entered your URL.

This lets you see the initial dimensions of "Source / Medium" broken by the "content" tag you have added to your links. Google Store does not endorse "content" tags for their email newsletters. "Advertising" adds a secondary dimension; we see that promotions are most effective in driving websites.

There are many ways to analyze the campaign's data, which we will cover in a better course. With Google Analytics using the URL Builder, you can quickly understand which promotions are driving the highest quality traffic of your site.

5.4 Use Goals to measure business objectives

Before we set up a goal in the Google Analytics, let's draw a difference between two goals: business goals and Google Analytics Goals.

Actions that your user would like to take to your website are business goals. Every time a user completes your business goals, we call it "convert". It may sign up for a newsletter or buy a product.

But on Google Analytics, you use a feature called "targets" to track these transformations. Once you configure the goals, conversion-related metric will be created in Analytics.

When you set up a goal in Google Analytics, you can set up a "target panel". It is a data visualization of various steps necessary to fulfill the goals. These visual users help you to identify where the conversion is dropping from. Ecommerce businesses can use the tools and goals to see if the multi-step checkout process is capable. Other business newsletter sign-ups, the track may form the entirety of the page, how, Session, View, Pages, Numbers, or site, the time track can.

The view must be administrator, in which you want to enable Analytics goals. Also note that you can only set 20 targets per target, so think about which goals are the most important for your business.

First, you need to determine what you want to track based on your business goals. As Google Store is an ecommerce store, it is a goal that can track successful track outs. So, set up a target each time the user reaches the checkout confirmation page. We will set up funnel visualizations, so we can see if users can leave the users on their way to the confirmation page. Notice that this goal will not track the actual revenue; It is easily noticed how far users reach each goal and where they can abandon the process. Creating funnel visualizations to track target completion is completely optional, but it can add lots of visibility to every step of the conversion stream.

Goal setup

To get started, we'll go to the admin section. Then, under "scenes" we will click on "targets". Then we "new mission" I will click. Remember that depending on the type of business your target setup may be different than one for the Google Store. ? Analytics provides you some pre-set business target templates. Since we want to track users on the Google Store's checkout page, we will choose "buy products" and click "Continue".

Because we want to track checkout confirmation, we will determine the Target: "checkout is complete. Each goal uses a specific "target slot ID" that is distinguished from one. Goal slot ID is an easy way to organize your goals. The default slot will always be available to the next slot. If you create your first goal, the goal slot ID will be "1", you can select a different slot for the specific goal you want to grouping together.

Next we will choose one of the four target types. Each of these types triggers a specific user action.

Thank you as" destination" then a user reaches a specific page on your site-page;

"Duration," based on the length of a user session;

"Pages or screen" is based on how many pages a user views in a session;

"Events," is a site for tracking specific tasks. In a better course we will cover broader event.

Note that if you want to create fan visualizations, you can only use the "destination" type, so we will select "destination" and click "Continue".

Next, we will enter the destination URL of the" order complete "page of the" destination" field. The destination URL is the URL of the page that is shown when the user transforms or completed the conversion process. Instead of entering the entire URL, we want to see something that will allow us to track our goals using this page. Since there is no URL "Submit Order" between other web pages in the Google Store, we will use it to identify its "order complete" page.

You will notice that if we select "equal", type "submit forward-slash "and click" Verify" below, we do not see any conversion information with this goal. Submit this because the Submit Order page is part of a long dynamic URL. This goal is to track for our original "regular expression" is called and "find previous slash Submit Order" value is to be entered, which indicates that before the URL variable can be. Now if we click on "check again", we can see that conversion rate is above 0, which means we can track data. We will cover more regular expressions in an advanced Analytics analysis.

Target value

If you want to assign a financial amount to a conversion target, you can tap "on" to toggle the "value" and type the amount of each conversion able value. Each conversion was worth the consistent amount of your business if you would only use this. For example, if each newsletter



5.5 How to measure Ads campaigns

Google ad is the Google advertising system that allows businesses to create and display ads. Text ads are displayed with matching keywords that can bid on Google search results, as well as user search queries. Display ads contain ads that contain text, images, animations or videos that can be seen in a large collection of websites called Google Display Network.

As Google Store wants to sell T-shirts, they can bid on keywords like" Google T-shirts "and" Google clothing". When folks in any particular product Google search for the have such "a really great Google T-shirt" if ad is Google ad quality guidelines are met, then ads by Google Store for a relevant text ads show up. Such ads help attract millions of customers per day that uses Google Search and view networks daily.

You can do this when you link your Google Analytics account to your Google ad account:

View engagement data on your site as well as Google Ads click and cost data in Google Analytics;

To use Google advertising campaigns, create a removal list of analytics;

Import Analytics goals and transactions into Google ads as conversion;

And see Analytics data in Google ads.

To set up a Google ad account, navigate to the link at the end of this lesson and follow the instructions on how to create an account. It should be taken less than twenty minutes.

To link Google Analytics with Google AdSense, first make sure you log in to AI Analytics using the same email as your Google Ads account. You can find the email you signed in at the top right corner. Remember you have to be the administrator of both accounts.

Next, click the Admin tab. Then make sure you have selected the account and property you want to link to your Google ad account. Under the property section, select "Google ads linking". Click the" New Link Group" button. Any Google ad account that is linked to your Google account will automatically appear. Check which accounts you want to link and click "Continue". Next, type in the "link group header". This can be your Google Ad Account ID.

Now select the Google View data that you want to display and select "link to accounts". The linked account will show up with your text title in the title list of your links.

Auto-tagging

When you link your Google Analytics and Google advertising accounts, the campaign system is divided between the two systems, it still needs Campaign Tracking. Although you can manually add tracking tags to Google ad URLs using URL Builder, it is a good option as before. Google ads can automatically add special promotion tags to your Google ad URL through a feature called tagging. The auto tag should be obtained with a fixed Google Ad level in Google Analytics. These are some Google ad levels available:

Query match type shows how a Google ad keyword is combined in a user search query.

The ad group shows the ad group by keyword / creative and clicking.

The destination URL shows the destination URL of the Google ad configured in your Google ad ads.

The ad format describes whether the ad is a text ad, display ad, or a video.

The ad delivery network shows the network you are using to provide your ad.

The placement domain is the domain of the content network that appears in your ad.

And Google ad customer ID is the unique ID assigned to your Google ad account.

This information can help you better analyze performance of your Google advertising campaigns. For example, you can quickly compare the performance of various ad formats using the ad formats dimension. You can also improve your keyword matching strategy by analyzing your keywords performance based on their keywords. These additional features and reports are only available when linking to your Google Analytics and Google advertising accounts.

Once we link Google ads with analytics, we may search Google Ad reports on the left navigation under "acquisition".

Campaign

If we click the" campaigns" report, we will see how our various Google Ads campaigns are performing. Notice that this report organizes Google ad campaigns using the names given by Google ads. It is one of the advantages of linking Google ads with Analytics.

Notes at the top of the report can switch between desktop, mobile and tablet metric to view campaign performance across different devices. In the data table below, you can use the acquisition matrix to see how each promo click and click on the given total amount in that click. The CPS shows the average cost for each click. Under behavior, you can see the user's participation for each campaign. And conversion factors under your conversion rates, the actual goal measure number of, and the pull down menus using each Google ad campaign for this transformation are for your business, how valuable it can see.

Keyword

Now let us see the" keyword" report. These keywords and individual ads can help you better understand how

Chapter Six: CAMPAIGNS FOR A/B TEST

6.1 Introduction

A/B testing is basically a test where a page two or more variants of to users randomly are shown and statistical analysis in the core conversion goal for any differences of better to use to determine which versions is better to goal.

6.2 working process of A/B testing

Working process of A/B test.

A well-intentioned, data-driven CRO (conversion rate optimization) program can help us to finding material that should be A/B test, making your marketing efforts more profitable. Broadly, this is the following steps:

Step 1: Performing research

Use website analysis tools such as Google Analytics, Crazy Egg, Clicky, Chartbeat, surveys, and user check inspection behavior and track quality data collection. Observe your conversion funnel identification in the area and find out what constraint visitors to convert.

Step 2: Preparation of hypothesis

Your research is based on insights from to build a hypothesis aimed at increased conviction.

Step 3: Create a variation

Make a variation based on your hypothesis, and make it A/B test against the existing version. Keep in mind your monthly visitors, current conversion rates, and conversion rates expected to change the calculation period

Step 4: Checking

Waiting for the stipulated time to achieve significant results based on the check-off flags and statistics.

Step 5: Drawing results for analysis and conclusions

Analyze the results of the test and, if it is successful, establish the winning variation. The experiment remains unresolved; it inspires and draws on to this implement in your next experiment.

6.3 What we can test

Every element on your website that can affect the behavior and conversion rate of the audience and it should be tested. It can be:

Headline text (Main text on advertisements)

Sub heading (Sub text on advertisements)

Paragraph text (Details text in advertisements)

Testimonials (Feedback or achievements)

Action text calls (Easy contact options)

Call to action buttons (Direct call buttons)

Link (URL link for pages)

Image (Showing components)

Folding closer content (Some contents for details)

Social evidence (Social site contents)

Media specifications (Type of media)

Awards and badges (Achievements for commitments)

The A / B tests are not limited to minor changes to the color, text or headings of the CTA (call to action) button only but it has great role also. You can check a full page design, its layout, content, and even functionality.

6.4 Why should we A/B Test

Every business owner wants to reach their clients in efficient way. A/B testing B2B incompetence to raise the load can be an ecommerce business high abandoned cart rates to with conversion rate. Let's see why A / B testing is the most effective way to deal with these problems:

Fig. 2 Some Components

Solving to visitor effort points: Visitors behavior analysis tools, collected through data use, such as heat map, Google Analytics and your audience pain points, the solution for the study. It's true for all businesses; it's true for ecommerce, travel, SaaS, education, or media, and publications.

Get more conversion by investing less: The cost of acquiring paid traffic can be huge. A / B test allows you to get the maximum out of your existing traffic and help you increase conversion without spending on achieving new traffic.

Reduce bounce rate: With A / B testing you can check multiple variations of your website components until you find the best possible version. For this reason, your content quality is improved, allowing visitors to spend more time on your website and reduce the bounce rate.

Make low risk modifications: Instead of redesigning the entire site, make minor, incremental changes to your website with A/ B testing. This can reduce the risk of your current conversion rate.

Data driven: Because of A / B testing, fully guess, gut feeling, or instinct, or any in the warehouse, without data-driven is you can easily page to spend time, like matrix, based on a "winners" and "losers" can determine, demo requests, the number of cart number of abandoned rates, click-through rate, etc.

Redesigning your website: Implementing one version or another should be always be supported by data-driven. Do not quit the test with the design to be finalized. If the new version is live, check out other elements on your web page that the most compelling version is being supplied to the audience.

Changing the product pricing: You plan to remove or update your product price when performing an A / B test. Your visitors instead of for positive feedback to have, whether you did not know and A / B testing, which is a way to weigh scale to swingers will determine a way.

Feature change: Do not modify any features or services on your website without A / B testing, especially if the changes affect the customer's data or purchase funnel. Changes to the test may or may not change. You can check and then specify the change result.



Chapter Seven: CONCLUSION

7.1 Evaluate the Experiments

Into the big data century, it is tenacious to determine which way is better to attract more clients to invest less for digital marketing. In my experimental work I was lucky that I got help from a Russian various serviced based company named PROFINANCE. This company has clients worldwide and I am pleased to work for their clients FIBO (International Company provides financial services worldwide). FIBO wanted to increase their clients into Russian language knowing countries. Consequently FIBO has been getting their help from PROFINANCE. These projects have stated 1st September of 2018 and get my experimental data till 29th of March 2019. During this time period digital marketing department of PROFINANCE be successes to reach 6.46 million (6466739) clients for FIBO by using different analytical tools. Especially they focus on big data based Google analytics because of it has many features to reach the clients in efficient way.

In the showing fig.3 we can see a user interface of our experiments. Here upper graph red signal indicate the CTR (Click Trough Rate: is the ration of user who visit this page and click). The calculation of

CTR= (View / Click) %

The blue signal indicates the clients who click the pages during the time of the experiments.

In the information bellow the graph, we can see four images that look quite the same in the presented four rows besides the eight columns. In the first column shows the results of click (клик), In the 2nd column for show (показы) : how may users viewed this advertisement .In the 3rd column for CTR. In 4th column for Cost per click(Стоимость за клика). In the 5th column for Cost(стоимость). In the 6th column for Registration (регистрация). In the 7th column for Cost for registration (стоимость регистрации). Finally last 8th column is for coefficient conversion (коэфф. конверсия) and its indicate the ratio of how may clients clicks and registrations. The calculation of

Coefficient conversion = (Click / Registration) %

The coefficient conversion of the graph showed the height result 1.55%. This attention for the users is click count 6372 among 1096966 viewers. The height views 3215413 but click 20089 and images show coefficients conversion 0.89 results. Others images coefficients conversion results are 1.37% for 1166751ugers and 1.09% for 987609 users.

Fig. 3 Image of A/B test results



RESULTS

In our results analysis table we can estimate the components of advertise images. We analyses four images that's numbering in test column. In the changes section we try to analysis test advertise images into three parameters that are image, text and color. Every parameter is analysis on their components for image components are men, money and documents. For text components are name is invest, money, learn. Finally for color components are dark and shiny. If this components are exist into test images we indicate by sign () symbol. After analysis this test we can notices that 1st test contain men, money, documents, learn and dark background. Here every component represents the object of the services. Therefore this test achieved 1.55 % results. The lowest results score 0.89 % test components are men, documents and shiny background. There is no man and money but score test 1.37% where just documents, invest, shiny background. On the others test score 1.09% with components are men, invest and shiny background.

After all analysis results ultimately mention 1.55% coefficients conversion score. Where uses more text information, learn opportunity, and different background than others tests.



SUMMARY

Not planning your optimization roadmap well:

Invalid hypothesis: In A/ B test, it is estimated before the test. The next steps depend on: what should be changed, what should be the expected result, why, etc. When you start with wrong estimates, the chances of the test decrease.

"Taking others word for it": Definitely someone else saw their sign up flow changes and a 30% increase in conversion. But their traffic results are based on their traffic, their estimates, and their goals.

Testing too many elements together: Industry experts at the same time examine a lot of ongoing care. A website examines many content that is difficult to test affects the success or failure of an item. The Prioritization is essential for successful A / B testing.

Ignoring statistical significance: If A/ B test finds a way to formulations the hypothesis, it is more likely to fail. An A / B test to be successful or fail test for A / B test, which is your next test for valuable insight gives you the test from the beginning to statistics, strategically significant information indicated by The should be. Learn more about statistical significance here.

Using low traffic: Often in the business is wrong traffic checks finish. A / B test should be performed with the appropriate traffic data to get significant results. Using low traffic to test increases the chances of unsuccessful results. Learn how many percentage of your traffic can be calculated to include in A / B test

Wrong tool: A / B test has come as well as several low-cost tools to achieve its popularity. All of these materials are not equal well. Some tools of your site, increasing speed reduces the others required qualitative tools to closely integrate are not (temperature, session recording, and more) data reduction of directed toward the. Your test success from the beginning of A / B test with faulty equipment can be risky.

Industry Specific A/B Testing

A/B testing for media and publishing: Media and publishing businesses in some targeted visitors, website, and the time spent to increase, or for social partnership, with articles and other content. A/B testing for ecommerce: Improve the conversion by testing A / B by optimizing your checkout ticket by increasing the average order value, reducing cart abandoned rate. A/B testing for travel: Increase the number of successful booking in your website or mobile application; make your earnings from ancillary purchases, and more. A/B testing for B2B tech: Your sales team,for high-quality, led by Create, free trial, request the number of leads to your target buyers, attract and make your demand generation engine, the important elements to check and smooth that perform other jobs.



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