Data and Digital Marketing Analytics

GDPR stands for General Data Protection Regulation, which is a privacy and security law that forces organisations to follow a few requirements, regarding the gathering, processing and the using of personal data from any individuals  in the European Union (EU).  According to Frankenfield, J. (2019), GDPR can be defined  as " a legal framework for laws that set directions for the gathering and handling of personal data from the European Union (EU) residents".  Moreover, it applies to any business that is only handling EU individuals' personal information, regardless of their location. In other words, despite the websites not being based in the EU, they still must follow all the obligations that GDPR demands, as the company is  attracting European visitors, even if they do not actually market merchandise or services to EU residents. Adopted in 2016 , whereas only effected in May 2018,  GDPR is actually considered the World's strongest set of data p...

Businesses invest a lot in building great websites for many reasons, however, they mostly want to attract visitors that might become customers in the future. Therefore, those businesses need to know how their websites are doing as well as if the investment they made is being paid off. In order to find out, companies should make use of Web Analytics.  The Web Analytics Association (2006) come up with a standard definition for Web Analytics, which is the "objective tracking, collection, measurement, reporting and analysis of quantitative Internet data to optimize websites and marketing initiatives".   In other words, Web Analytics helps businesses learn what is happening on their websites, covering everything that the website's users are doing, how they interact with the website, where they come from, what content they like etc. For instance, it is possible for companies to  monitor visits in general, which pages were spent the most time on, how they were led to t...

While web browsing, every user’s activity on the internet are being recorded. This technique is what we call “Clickstream” and it allows businesses to know the “steps” that customers usually take on their website. It can be defined as a sequence of events that represent the visitor's actions on the website or  as the electronic record of Internet usage collected by web servers. According to Albert, Bill, Tedesco, Donna and Tullis, T. (2010),  Clickstream Data is a detailed log of how participants navigate on a website during a task. It usually includes the pages visited, time spent on each page, how they arrived on the page, and where they went next. From an accumulated view, clickstream data provide insights into how easily the site is navigated, what pages are causing the greatest confusion, and what pages are critical in reaching the desired destination. Moreover, clickstream data can assist businesses to recognise each consumer as a single person, creatin...

According to Gartner (2019), P redictive Analytics is a form of advanced analytics which examines data or content to answer the question: “What is going to happen?” or more precisely, “What is likely to happen?”, and is characterized by techniques such as regression analysis, multivariate statistics, pattern matching, forecasting and predictive modelling. Wayne, Eckerson (2007) defined Predictive Analytics as  a set of business intelligence (BI) technologies that uncover relationships and patterns within large volumes of data that can be used to predict behaviour and events. Unlike other technologies, predictive analytics is forward-looking, using past events to anticipate the future.  In other words, predictive analytics is the use of data previously gathered as well as algorithms, Artificial Intelligence and Machine Learning process to identify the foreseeable future, driven by a historical data store. By doing that, businesses aim to not only know what has occurred but a...

Hello there! Who's watching? No, you haven't opened your Netflix profile,  but I bet you will love the content I am about to share with you regarding the streaming industry and the new streaming platform: "WeTv".  However, first things first: my name is Talita, aka Tali, which I prefer to be called. I am from Brazil and have been living in Dublin for over 2 years now. I have a degree in Journalism and currently am a student at DBS, Dublin Business School, pursuing a Masters of Science in Digital Marketing. I am very much into Technology, especially the emerging ones. Digital Medias and Social Medias are other things that I am really fond of. This universe intrigues me and makes me wonder how far humans can get as well as what the future reserves to us. Thus, having the opportunity to study that in a foreign country, as well as learn new topics regarding things that you enjoy is extremely fulfilling. Furthermore, I love watching series/shows and movies when at...