Analytics for Digital Marketing
While the advent of big data technologies has raised challenges in the data management landscape but it has also created new opportunities for acquiring and harnessing data to its greater potential. Marketing has gone beyond traditional means. Digital channels including social media and blogs have become persuasive to an extent that they are not only seen as a means of entertainment and networking but also provide an active platform for hosting marketing campaigns and consequently impacting organizations sales and profitability. In this paper, we propose a framework that provides a competitive advantage for an organization’s marketing by providing analysts with a visibility into the tag behavior on their organization’s site in real-time. A tag is a piece of code that gets embedded on web pages to collect site and visitor’s browsing behavior. In this paper, we present an overview of our approach along with some details on how our tool implements the proposed framework. Our idea aids in automating the discovery and identification of marketing tags firing on a website which is significantly challenging if done manually. Web Design Company Arudhra Innovation
Digital marketing, a term which refers to the concept of using digital technologies for promotion of products or services has been growing at a rapid pace over the last few years [1]. According to a survey presented by Gartner, Inc.1, there will be a steady rise in organizations budget expenditures in employing digital marketing campaigns over the next few years as well. The promise of big data for digital marketing lies not only in the increased volume of data generated by the digital channels but more so in the insights that can be derived from the vast and diverse amount of data. Realizing that marketing campaigns span multiple channels, big data has brought the significance of identifying optimal marketing spend and its impact towards marketing optimization and sales to the forefrontPage-tagging represents a fundamental element enabling digital marketing efforts. A tag can be defined as a snippet of code that is placed on a webpage with the goal of providing information related to visitor’s browsing patterns, the sources that led the user to arrive at the page or if the user arrived at the page through a paid or organic search result and the links that were clicked etc. While tags excel at providing statistics that can be leveraged by web analytics software, they can also serve as a channel for information leak if not monitored correctly. Additionally, some tags can also impact website performance negatively, thus proving detrimental to an organization’s online presence. This highlights the significance of ensuring that all the tags are set up properly on websites. However, with the number of pages that a single website can encompass ranging from hundreds to millions, manual inspection of tags becomes infeasible. Our approach facilitates automatic crawling of every page of the website entered, including javascript files and tag management systems, to find all the marketing tags of an organization. We present an all-in-one tag auditing, monitoring and reporting solution that empowers digital marketers and analysts by providing them with all the information related to tags that are deployed on their websites. Some of the information that is presented includes the names of all tags that are deployed on the website, their sources explaining how they are getting loaded and the pages on which they are present, to name a few. Our tool covers not only the web analytics tags, but also tracks over thousand other marketing tags including the cases of tag piggybacking. Piggybacking occurs when a tag that is not directly placed on the website still loads through another tag without the knowledge of website owner. This can result in data leakage and privacy compliance issues. Using our approach, the users are not only provided with rich information but it is also presented in an intuitive and user-friendly web interface.
Today online marketers and analysts are not only interested in getting and studying a holistic view of their site’s tag-ased performance from the reports generated on a periodic basis. There is also an increasing demand for receiving real time updates as it relates to marketing and advertising. Our approach offers a competitive advantage for an organization’s marketing by providing a real-time insight into the tag behavior on your site. The main contributions of our approach and software are as follows: 1. A web-based, real-time tag discovery and analysis tool. 2. Configurable interface for custom time range over the last seven days and website. 3. Validate tags firing conditionally (tags that only fire when users come from a particular source or have a particular characteristic) 4. Dashboard oriented visualization providing a complete picture of site’s and tag performance 5. A pleasing yet simple and intuitive look and feel with support for exploring the vast amount of information provided by the product in a drill-down manner thus making it easier to comprehend. 6. Facilitates information capture on important site performance measures such as tag latency and page load time.https://arudhrainnovations.com/
While the advent of big data technologies has raised challenges in the data management landscape but it has also created new opportunities for acquiring and harnessing data to its greater potential. Marketing has gone beyond traditional means. Digital channels including social media and blogs have become persuasive to an extent that they are not only seen as a means of entertainment and networking but also provide an active platform for hosting marketing campaigns and consequently impacting organizations sales and profitability. In this paper, we propose a framework that provides a competitive advantage for an organization’s marketing by providing analysts with a visibility into the tag behavior on their organization’s site in real-time. A tag is a piece of code that gets embedded on web pages to collect site and visitor’s browsing behavior. In this paper, we present an overview of our approach along with some details on how our tool implements the proposed framework. Our idea aids in automating the discovery and identification of marketing tags firing on a website which is significantly challenging if done manually. Web Design Company Arudhra Innovation
Digital marketing, a term which refers to the concept of using digital technologies for promotion of products or services has been growing at a rapid pace over the last few years [1]. According to a survey presented by Gartner, Inc.1, there will be a steady rise in organizations budget expenditures in employing digital marketing campaigns over the next few years as well. The promise of big data for digital marketing lies not only in the increased volume of data generated by the digital channels but more so in the insights that can be derived from the vast and diverse amount of data. Realizing that marketing campaigns span multiple channels, big data has brought the significance of identifying optimal marketing spend and its impact towards marketing optimization and sales to the forefrontPage-tagging represents a fundamental element enabling digital marketing efforts. A tag can be defined as a snippet of code that is placed on a webpage with the goal of providing information related to visitor’s browsing patterns, the sources that led the user to arrive at the page or if the user arrived at the page through a paid or organic search result and the links that were clicked etc. While tags excel at providing statistics that can be leveraged by web analytics software, they can also serve as a channel for information leak if not monitored correctly. Additionally, some tags can also impact website performance negatively, thus proving detrimental to an organization’s online presence. This highlights the significance of ensuring that all the tags are set up properly on websites. However, with the number of pages that a single website can encompass ranging from hundreds to millions, manual inspection of tags becomes infeasible. Our approach facilitates automatic crawling of every page of the website entered, including javascript files and tag management systems, to find all the marketing tags of an organization. We present an all-in-one tag auditing, monitoring and reporting solution that empowers digital marketers and analysts by providing them with all the information related to tags that are deployed on their websites. Some of the information that is presented includes the names of all tags that are deployed on the website, their sources explaining how they are getting loaded and the pages on which they are present, to name a few. Our tool covers not only the web analytics tags, but also tracks over thousand other marketing tags including the cases of tag piggybacking. Piggybacking occurs when a tag that is not directly placed on the website still loads through another tag without the knowledge of website owner. This can result in data leakage and privacy compliance issues. Using our approach, the users are not only provided with rich information but it is also presented in an intuitive and user-friendly web interface.
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