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A HAVARD BUSINESS REVIEW ARTICLE
SHUBHAM VERMA
IIT GUWAHATI
Objectives
of
the
article
Objectives of the article
Understanding the importance of Analytics 2.0 in
advertisement and marketing .
Steps in analytics 2.0 and how to implement them .
DIGITAL MARKETING
2.0
or
It quantifies cross media and cross channel effects of marketing , as well as direct and
indirect effect of business drivers
Attribution
Process of quantifying the contribution of each
element of advertising or simply collection of
appropriate data .
2. Competitive activities
5. Business outcomes
3. Marketing actions
Optimization
software
ASSIST RATES
ELASTICITY
3 Allocation
Pulling the results of attribution and
optimization into market , measuring
outcomes , validating models and making
course corrections .
5 steps for
implementation
1. Embrace analytics as an
organization
SOME EXAMPLES
FROM INDIAN CONTEXT
Analytics has shown that people in different countries have different priorities
while buying a product say in case of purchasing a car .
In India people are more concerned about the mileage or the fuel efficiency of the
car more than anything else along with being cheap . Different companies advertise
through showcasing the fuel efficiency of the car .
Recent patterns have shown that many people buy car as a status symbol which
many of the companies are using in their advertisements.
Analytics show audience likes a team which connect with them . And hence none of
the team forgets this .
Every team has Facebook page for the fans , Youtube channels which have videos
from their favourite players during practice or from the IPL parties or just a special
message from the team member urging them to support their team . Every Team
also has special hashtags which keeps a count for the buzz of their team and thus
help them to change their strategy if the buzz is low .
1.Total mentions of IPL 8 season on social media till date is 1,86,569. 88.55% on Twitter.
2. Gender distribution 85% Male & 15% Female
3. Sentiment: Neutral 89.35%, Positive 9.85%, Negative 0.80%
4. Buzz of #IPL8 in last 9 Days on Twitter 69K
5. Buzz of #PEPSIIPL in last 30 Days on Twitter 109K
6. The official page of IPL on Facebook has increased its fan base by 400K this season
7. KKR is the favourite team on Facebook with 11 Million Fans
8. IPL official profile has 2.5 million followers on Twitter!
9. CSK is the favourite team with 1.4 million followers on Twitter
10. 1 Lakh views of IPL 8 opening ceremony promotion video on YouTube!
11. 52,778 followers on Instagram
12. 1 million followers on Google +
Every company wants to gets associated with IPL , one way or the other . Becoming
the title sponsor , associate sponsor , particular match sponsor , getting a place on
players jersey or an ad on the big screen , every company is fighting for it because
it is the biggest sporting event in the country and one of the best way to advertise
and it is the data and which proves the fact .
A new ad in very
short span kept the people engaged , a thing wnich
zoo
advertisement.
CONCLUSION
1. Analytics can be used to find out how new TV ads affects consumers online
search and then change the keyword search bidding strategy to buy up
relevant adwords as the ad is running .
2. With the coming up of analytics 2.0 every company is is spending an
appropriate amount money on online as well as offline advertisement .Now
Facebook page , Twitter handle and Youtube channel and all this is the result
of Analytics 2.0
3. The three activities of attribution , optimization and allocation are the basis of
Analytics 2.0 and can never be left behind.
4. Setting up of a special Analytics organization in the company can do wonders
to the revenue of the company .
THANK YOU