Ba Report

SHRI CHIMANBHAI PATEL INSTITUTE
OF MANAGEMENT & RESEARCH
A Project report on application of

analytics in digital marketing
Subject – Business Analytics
Submitted by-
BRAHMBHATT SHIVAM 78
THAKAR TULSI 84
JESWANI VANDNA 99
SHUKLA RUTVI 105
SOLANKI HARMISH 106
INTRODUCTION OF DIGITAL MARKETING
Digital marketing is the component of marketing that uses the
Internet and online based digital technologies such as desktop
computers, mobile phones and other digital media and
platforms to promote products and services. Its development
during the 1990s and 2000s changed the way brands and
businesses use technology for marketing. As digital platforms
became increasingly incorporated into marketing plans and
everyday life, and as people increasingly use digital devices
instead of visiting physical shops, digital marketing campaigns
have become prevalent, employing combinations of search
engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content
automation, campaign marketing, data-driven marketing, e-
commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–
books, and optical disks and games have become
commonplace. Digital marketing extends to non-Internet
channels that provide digital media, such as television, mobile
phones (SMS and MMS), call back, and on-hold mobile ring
tones. The extension to non-Internet channels differentiates
digital marketing from online advertising.
ANALYTICS IN DIGITAL MARKETING
• Digital marketing analytics are the translation of
customer behavior into actionable business data. Digital
analytics tools can help companies understand what
consumers are doing online, why they're doing it, and
how this behavior can be converted into digital marketing
campaigns.
• Data analytics is important because it helps businesses
optimize their performances. Implementing it into the
business model means companies can help reduce costs
by identifying more efficient ways of doing business and
by storing large amounts of data.
• Business analytics can help companies make better, more
informed decisions and achieve a variety of goals. By
leveraging data, businesses can: Better understand
consumer behavior. Gain insight into their competitors.
• Data Scientists and Analysts use data analytics
techniques in their research, and businesses also use it to
inform their decisions. Data analysis can help companies
better understand their customers, evaluate their ad
campaigns, personalize content, create content
strategies and develop products
• Modern analytics tend to fall in four distinct categories:
descriptive, diagnostic, predictive, and prescriptive.
• Digital marketing analysis is typically done after the fact.
Marketers will publish a piece of content, for instance,
and then check to see how effective it was after a few
weeks. This is certainly helpful, but real-time analytics is
beginning to shake up the world of digital marketing.
Conducting real-time analysis allows marketers to both
individualize content for smaller subsets of consumers
and respond much more quickly to their performance.
DEVELOPMENT & STRATEGIES
• Segmentation: More focus has been placed on
segmentation within digital marketing, in order to
target specific markets in both business-to-business
and business-to-consumer sectors.
• Influencer marketing: Important nodes are
identified within related communities, known as
influencers. This is becoming an important concept in
digital targeting. Influencers allow brands to take
advantage of social media and the large audiences
available on many of these platforms. It is possible to
reach influencers via paid advertising, such as
Facebook Advertising or Google Ads campaigns, or
through sophisticated SCRM (social customer
relationship management) software, such as SAP C4C,
Microsoft Dynamics, Sage CRM and Salesforce CRM.
Many universities now focus, at Masters level, on
engagement strategies for influencers.
• Collaborative Environment: A collaborative
environment can be set up between the organization,
the technology service provider, and the digital
agencies to optimize effort, resource sharing,
reusability and communications. Additionally,
organizations are inviting their customers to help
them better understand how to service them. This
source of data is called user-generated content. Much
of this is acquired via company websites where the
organization invites people to share ideas that are then
evaluated by other users of the site. The most popular
ideas are evaluated and implemented in some form.
Using this method of acquiring data and developing
new products can foster the organization's
relationship with its customer as well as spawn ideas
that would otherwise be overlooked. UGC is low-cost
advertising as it is directly from the consumers and can
save advertising costs for the organization.
• Remarketing: Remarketing plays a major role in
digital marketing. This tactic allows marketers to
publish targeted ads in front of an interest category or
a defined audience, generally called searchers in web
speak, they have either searched for particular
products or services or visited a website for some
purpose.
NEED OF ANALYITCS
• The importance of data analytics in digital marketing
stems from the ability to pinpoint the information that
observers would otherwise miss. At its heart, data
analytics is the ability to spot patterns. Current methods
of digital marketing utilize big data — massive
collections of information from multiple sources.
• Data analytics is important because it helps businesses

optimize their performances. Implementing it into the
business model means companies can help reduce costs
by identifying more efficient ways of doing business and
by storing large amounts of data.
SCOPE OF DIGITAL MARKETING
• B2B: To generate leads, B2B marketers are active on
social media platforms like LinkedIn and Twitter. They
also often rely on PPC campaigns to reach their target
audiences without spending too much money.
• B2C: B2C marketers focus on improving brand awareness

and attracting customers to their websites and products
using social media platforms like Facebook, Twitter,
Instagram, and Pinterest.
While posting ads and content on Facebook and other
popular platforms continue to be an effective way to
reach your target market, the scope of digital marketing
encompasses much more than just social media. In
addition to social media, savvy businesses also employ
the following methods to reach new audiences while
building (and maintaining) their brand awareness:
• Paid search: Marketers pay Google and other search

engine companies a fee whenever someone types in your
keyword, and their ad is shown at the top of the search
results (“PPC” model).
Organic (or natural) search: This method takes more
finesse than PPC since marketers are using keyword
analysis and other search engine optimization (SEO)
methods to naturally push their content to the top of the
list of natural search results on Google and other search
engines.
Email marketing campaigns: Believe it or not, email
marketing campaigns (if done properly) are still very
effective at reaching your target market, and they’re also
very accessible for small businesses.
Content marketing: Publishing helpful articles, guides,
tutorials, and other online content (in addition to
webinars and podcasts) that engages your target
audience is the essence of content marketing.
• Webinars: This is a great way to provide something of

value to target consumers while also promoting your
brand and products.
• Podcasts: Compelling audio content is another way to

reach your audience and can be used in conjunction with
other media for broader marketing campaigns.

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SHRI CHIMANBHAI PATEL INSTITUTE

OF MANAGEMENT & RESEARCH

A Project report on application of

Subject – Business Analytics

• Data analytics is important because it helps businesses

• B2C: B2C marketers focus on improving brand awareness

• Paid search: Marketers pay Google and other search

• Webinars: This is a great way to provide something of

• Podcasts: Compelling audio content is another way to

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