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Digital Analytics: Paid, Owned, & Earned Media

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  • 0:03 Digital Analytics &…
  • 0:52 Digital Analytics & the Media
  • 3:22 Digital Analytics & Its Uses
  • 4:53 Lesson Summary
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Lesson Transcript
Instructor: Lucinda Stanley

Lucinda has taught business and information technology and has a PhD in Education.

In this lesson, you'll learn about digital analytics and how it can be used in paid, owned, and earned media to enhance business decisions. When through, test your understanding with a few quiz questions.

Digital Analytics & Promotion Mix

Since promotion is one of the four things in the marketing mix that a company has control over - the others being price, product, and place - most businesses want to make sure their promotion mix is getting the most bang for their buck. Digital analytics can help with that.

Digital analytics is the collection and analysis of data resulting from technology-based promotional venues, like websites, social media, and digital billboards. Digital analytics can be used to provide information about:

  • How the customer is engaged
  • The effectiveness of those engagements
  • The goal of the promotion strategy and the success of that strategy
  • Trends in customer buying behavior

In the end, the customer is at the center of the analytics and can provide information that a business can use to meet promotional goals and increase effective engagement with the customer.

Digital Analytics & the Media

Digital analytics can be used to analyze data from the three forms of promotion: paid, owned, and earned. Let's take a look at each of those.

Paid Media

Let's first look at paid media. When we think of promotion, we often think first of paid media. Paid media is a type of promotion in which a business pays to have their message made available to customers. Some examples include traditional ads placed on television or the radio, display ads put in magazines and newspapers, and paid searches, such as when the business pays search engines to push their website to the top of the list on certain keyword searches.

Data collection for paid media can sometimes come in the form of customer surveys. You've probably taken one or two yourself where you've shared with a business how you learned about the product (newspaper, billboard, magazine) or where you purchased the product (kiosk, store front, online). Data collected from paid media is important because businesses can use this information to see which paid media is most effective.

Owned Media

Now let's look at owned media. Owned media encompasses media that a business owns and has complete control over. Examples of owned media include company-owned websites, blogs, and social media accounts on sites like Facebook and Twitter. Data can be collected about how the customer is accessing and using owned promotional strategies. Digital analytics collects data about how many customers access a website or blog, what they clicked on, and how long they stayed.

The data can be supplied by the web host through a log file or by embedding JavaScript code in the web page itself. Data can be collected by counting how many comments were made on a blog or how many shares on social media were made. Data can also be collected by analyzing the comments made by customers on social media or blog posts. Collecting data from owned media is important because it can be used to determine how successful businesses-owned media is and how it can be improved to enhance the customer experience.

Earned Media

Finally, let's look at earned media. Earned media is a type of promotion that hasn't been paid for and isn't owned by the business. Examples include an article written about the company by a journalist or opinions shared by customers through word of mouth or through reviews on sites like Yelp. Of course, the downside of earned media is that the business has little to no control over what is said, and the information can be either positive or negative. Data from earned media can be hard to measure. However, it's important in helping a business understand how it is perceived in the marketplace. It can help a business see what they are doing right and what they need to fix.

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