MODULE 23 | Turn data into insights | FUNDAMENTALS OF DIGITAL MARKETING | Digital Garage | AlphaGyan
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FUNDAMENTALS OF DIGITAL MARKETING: MODULE 23/26
Turn data into insights
Knowing how to turn digital data into actionable insights can improve your online campaign results and help you meet your goals. In this topic, you'll learn about the data cycle, how to draw actionable insights from raw data, and which tools can help you manage digital data efficiently. We'll also cover how to present information in a way that will make the most impact on a target audience.
Lessons
1. Using data to understand audiences.
Key learnings
Collecting and analyzing data can offer many benefits to online businesses. To take advantage of these benefits, it's important to first understand the types of data available to you as well as the best way to gather it. In this lesson, we'll explore:
the differences between quantitative and qualitative data
how online data can be used to complement your offline business approach
common ways to collect data.
Charles is thinking about taking his business online. He has many questions, but first, he wants to understand what benefits data can have in online marketing. He needs some advice.
What are the benefits of data in online marketing?
Lessons
2. Understanding the Data Cycle
Key learnings
One of the benefits of working in the digital world is the amount of data and information available. This data can help you continuously improve what you do, allowing you to meet your goals. In this lesson, we'll explore:
how the data cycle can help improve your efforts online
which tools can be used to capture your data
best practices to help you get the best results from the data collected.
Jo is about to launch a new online campaign and wants to know how data can be used to make the campaign as effective as possible.
Rearrange the steps below in the correct order to help Jo understand what should happen first.
Lessons
3. Creating actionable insights from your data
Lee is currently trying to promote a free eBook download on his website. He has spent time creating compelling emails and posting updates on his social media accounts. He decides to use data to work out if actionable insights can improve the success of his non-paid promotional efforts.
Here are the highlights of the data that was gathered:
75% of all eBook downloads came via his social media posts, 15% coming from his email newsletter, and 10% via organic search traffic
Most eBook downloads occurred between 5.00 p.m. and 7.00 p.m.
Facebook accounted for 65% of social media eBook downloads, LinkedIn made up another 25%, while other social media platforms delivered a total of 10%.
Using this information, what actionable insights could Lee come up with to improve the success of his promotional efforts going forward?
Lessons
4. Managing numbers using spreadsheets
Cassie has been using spreadsheets to keep track of how her email campaigns have been performing. She has created three different graphs using all of the data at her disposal.
Which graph best shows that the open rate of her emails has decreased over time?
Lessons
5. Presenting data effectively
Anya is working on a presentation for potential investors.
They would like to see how the demand for public parking has grown in the past three years.
Anya has created the following four graphics to illustrate the growing demand.
Which graphic would be the clearest and make the most impact on the investors?
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