APPLYING DATA SCIENCE IN DIGITAL MARKETING

A short report on how Data Science techniques can improve search engine ratings and help choosing a winning digital marketing strategy.

Combining Data Science with Digital Marketing equips digital marketers with precise and effective insights for their decision making. There are various reasons to do so; variety of digital devices and platforms, social media outreach to customers, customer footprints and digital trends worldwide are common reasons to motivate decision makers to adopt data driven approach.

THERE ARE THREE MAJOR CATEGORIES OF DIGITAL MARKETING WHERE DATA SCIENCE TECHNIQUES CAN IMPROVE DECISION MAKING OUTCOME.

Content Marketing

Marketing Success

Customer Analysis

We will discuss all these categories.

1. Content Marketing:
Traditional approach to write a winning piece of content requires brainstorming, a meeting of content writers and various assumptions. But adopting a data driven approach and doing some statistical analysis can outstand manual approach to write this piece.
For this, historical assets can be collected from across the web like collecting all the tweets and blogposts that has been popular for last 06 months. The key content information including title, category, name, abstract will be required to make a simple data table; this can also help in predicting the popularity of content.

2. Marketing Success:
Marketing campaigns’ success can be predicted using historical data. This includes digital order prediction, paid search, banner and email optimization.

3. Customer Analysis:
Customer data can be used to analyze customer behavior, segment customers and estimate how likely a customer is about to churn in coming week or day.
Delivering write advertisement to right customers is eventually the key to marketing success. Data Science techniques can help identify target customers and customers to churn so that right offers could be made to before time. This can be applied to real time customer data, daily updating customer behavior.

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