Digital Innovation Exam Notes PDF

[Digital innovation exam ] [Topic 1 -- 4^th^ industrial Revolution and Introduction to Digital MKT] Luxury brands depend on creating a sense of exclusivity and indulgence to justify their premium prices. A luxury customer experience helps to understand loyalty and long-term relationships with cust...

[Digital innovation exam ] [Topic 1 -- 4^th^ industrial Revolution and Introduction to Digital MKT] Luxury brands depend on creating a sense of exclusivity and indulgence to justify their premium prices. A luxury customer experience helps to understand loyalty and long-term relationships with customers, who are more likely to return to a brand that provides them with a unique and memorable experience. **Digital Marketing** Digital marketing strategically uses online platforms and technologies to promote brands, products, or services. It encompasses many tactics, including search engine optimisation (SEO), social media marketing, email campaigns, content creation, and data-driven advertising, aiming to reach a specific audience through digital channels. Digital marketing is crucial in maintaining brand exclusivity while enhancing customer engagement in the luxury sector. How To Learn Digital Marketing At Home And For Free **Digital Marketing Revolution** Online Marketing evolved from conventional Mass Media Marketing in the 20^th^ Century to Hyper-Targeted Content campaigns in 2020's - 1990s: The Birth of the Internet and Search Engines - 2000s: The Rise of Social Media and E-commerce - 2010s: The Era of Mobile and Data-Driven Marketing - 2020s: AI, Personalization, and Digital Transformation **Industry 4.0** Industry 4.0, the Fourth Industrial Revolution, refers to integrating digital technologies into manufacturing and production processes, creating \"smart\" factories. This revolution is characterised by the convergence of advanced technologies such as artificial intelligence (AI), the Internet of Things (IoT), big data, robotics, cloud computing, and 3D printing. These technologies enable automation, data-driven decision-making, and real-time connectivity, transforming industries by making them more efficient, agile, and customer-centric.  **Industry 5.0** According to the European Commission, Industry 5.0 focuses on making industrial processes more human-centric, sustainable, and resilient. It moves beyond the efficiency-driven goals of Industry 4.0 to prioritise societal well-being and environmental responsibility. The three core principles are: 1. Human-Centricity: Technology enhances human capabilities rather than replacing them, ensuring worker well-being and fostering creativity. 2. Sustainability: Industries focus on reducing waste, promoting resource efficiency, and supporting climate neutrality through innovative practices. 3. Resilience: Emphasizes the need for adaptable, robust industrial systems capable of withstanding crises and ensuring long-term sustainability. Industry 5.0 shifts from automation to aligning technology with human values and addressing global challenges. **The digital disruption** Digital disruption is an effect that changes the fundamental expectations and behaviours in a culture, market, industry or process that is caused by or expressed through digital capabilities, channels or assets. It has seven steps: shock, denial, frustration, depression, experiment, decision and "new normal". **Contextualise tech revolution in the tourism industry** Key concepts to be competitive nowadays - Globalisation helps people learn more about different cultures and encourages travelling to have new experiences. - Travel has driven technology since the internet was born - Digital traveller changes the customer journey - Consumers become prosumers (producer + consumer), more potent than ever. - The sharing economy is changing the rules by eliminating intermediaries and reducing user effort. - Hyper personalisation of service and experience is vital. One-to-one communication and campaigns - Break frontiers and establish bridges... looking for partnerships everywhere and every level. - Continually redefining strategies to meet users' needs by engaging with customers on their lifecycle. **Business Model Canvas** The Business Model Canvas is a strategic management tool that helps organisations visualise, describe, and design their business models. Created by Alexander Osterwalder, it provides a structured template consisting of nine key building blocks representing a business\'s fundamental components. It is widely used to map out new business ideas or to document existing business models concisely. Its elements are: - Customer Segments. How we describe our consumers - Customer relationships. How we manage our relationships with our clients - Channels. Where we promoted our product - Value Proposition. How we meet our customers' needs - Key activities. What are the main activities to meet our customer needs are - Key resources. What key resources does our value proposition require? - Key partners. Who the leading partners and suppliers are - Revenue streams. Where do we get revenue - Cost structure. What the business model cost is **Responsive design** Responsive design is an approach to design web content that appears regardless of the resolution governed by the device. It's typically accomplished with viewport breakpoints that adjust to desktop, mobile, tablets, tvs and any other resolution **Consumer to prosumer** A **prosumer** is a person who consumes and produces a product. It is derived from \"prosumption\", a do*t*-com era business term meaning \"production by consumers\". - Technology **drives** prosumers - Digital fully equipped: 3.4 devices average per person - Omnichannel use - More social and cooperatives - More information, more knowledge, and more possibilities **make them faithless and disloyal** - Distrust brands and advertisement campaigns - They **rely on other opinions** and reviews 8Ps Marketing mix: product, price, place, promotion, people, process. Physical evidence, performance The **customer journey** is the complete sum of experiences that **customers** go through when interacting with your company and brand. In other words, since the very first impact of our brand or company, until purchase or payment or any conversion. [Topic 2 -- User experience and web design] **User experience UX** \"User experience\" encompasses all aspects of the end-user\'s interaction with the company, its services, and its products. **What is User Experience (UX) Design?** User experience (UX) design is creating products that provide meaningful and relevant user experiences. It involves designing the entire process of acquiring and integrating the product, including branding, design, usability, and function. **User Interface UI** In information technology, the user interface (UI) is everything designed into an information device with which a person may interact. This can include display screens, keyboards, a mouse, and the appearance of a desktop. It is also how a user interacts with an application or a website. The growing dependence of many companies on web and mobile applications has led many companies to place increased priority on UI to improve the user\'s overall experience. Design Thinking vs CX vs UX: Explained Why UX design? 1\. Investing money in UX now saves money later: it is significantly cheaper to prevent a problem or usability issue from arising than to fix it. Every dollar invested in ease of use returns 10€ to 100€. 2\. Create the right product from the start: You can save time and money by creating the right product the first time and having the information to inform an ideal solution. 3\. Increase your conversion: Reduce customer barriers by ensuring your registration, booking, or purchase processes are straightforward. 4\. Improve self-service and your pocketbook: A good user experience allows customers to complete their business on your site rather than opting to call. 5\. User experience is crucial to SEO because search engines love great user experience 6.. Drive customer loyalty: Customers with positive user experiences will be more likely to stick with your products and become brand advocates.  This image clearly represents the differences between **UX (User Experience) Design** and **UI (User Interface) Design**, comparing their roles and responsibilities. **UX Design: The Left Brain** The image's left side of the brain emphasises the logical and analytical components of UX design. It includes the following key aspects: 1. **Interaction Design:** Focused on how users interact with the product, ensuring seamless navigation and usability. 2. **Wireframes & Prototypes:** Tools used to create skeletal frameworks of a product to test and iterate before final development. 3. **Information Architecture:** Organizing and structuring information logically so users can find what they need without confusion. 4. **User Research:** Understanding users' needs, behaviours, and preferences through studies and surveys. 5. **Scenarios:** Crafting potential user journeys to predict how different personas interact with the product. **UI Design: The Right Brain** The right side of the brain reflects the creative and artistic aspects of UI design. It highlights: 1. **Visual Design:** Focused on the aesthetic elements of the product, like imagery and layouts. 2. **Colours:** Select appropriate colour schemes to evoke emotions and enhance brand identity. 3. **Graphic Design:** Creating visual assets such as icons, buttons, and images that align with the brand\'s look and feel. 4. **Layouts:** Designing how different elements are arranged on the screen to ensure clarity and visual appeal. 5. **Typography:** Choosing fonts and text styles enhances readability and reinforces the design\'s tone. **Key Takeaway** UX and UI are interconnected but distinct. UX focuses on functionality and the overall experience, while UI concentrates on the visual and interactive elements. Together, they create intuitive, user-friendly, and visually appealing products. This brain metaphor effectively illustrates how the two disciplines complement each other---one rooted in logic and structure, the other in creativity and aesthetics. UX design is about enhancing the user\'s overall experience, focusing on the product\'s functionality and usability. On the other hand, UI design is concerned with the product\'s appearance and how users interact with it visually. While they serve different purposes, both are crucial for creating successful digital products. Jeff Gothelf, author of the book LEAN UX -- Designing Great Products with Agile Teams, created the Lean UX concept. This tool helps you to form hypotheses for testing, build experimentation plans for them, and frame your work as a business issue to solve and dissect any business problem into its core assumptions. **What UX is designed for:** - understand the target user - define product/market fit - adjust the business to the user and market needs - determine the competitive advantages - create a Unique Value Proposition - improve the brand communication strategy **User Research** Science and psychology are the studies of users, how they are using and experiencing the interface, experiments and testing, questionnaires and surveys. Diagrama, Texto Descripción generada automáticamente **User-centred design** User-centred design (UCD) is a framework of processes (not restricted to interfaces or technologies) in which usability goals, user characteristics, environment, tasks, and workflow of a product, service, or process are given extensive attention at each stage of the design process. UCD *puts the User in the middle of the system design. It's common to put what we want the User to do in the middle instead of the User's experience (a common mistake).*  **UX basic process** The basic UX process includes the who, what, where, when, and why. It's about defining the goals, requirements, business objectives, research, user stories/scenarios, and researching others. We need information architecture, user flows, wireframes and mockups to develop and design. **Information Architecture** refers to the process of organising, structuring, and labelling the content of a website or application so that it is easy for users to navigate and find the information they need. It focuses on creating clear, logical, and user-friendly hierarchies and pathways that improve the overall user experience. **User flows** refer to the paths or steps a user takes to complete a specific task or achieve a goal within a website or app. They visualise the entire journey from the user\'s entry point (e.g., landing on the homepage) to their destination (e.g., completing a purchase or signing up for a service). User flows are crucial for optimizing the overall experience, ensuring that the process is smooth, intuitive, and efficient. **Wireframes** in web design are simple, low-fidelity sketches or layouts representing the basic structure and functionality of a web page or app interface. They serve as a blueprint, outlining where key elements like text, images, buttons, and navigation menus will be placed without focusing on visual design aspects such as colour, typography, or branding. **Mockups** in web design are high-fidelity static visual representations of a website or app, showcasing how the final design will look. Unlike wireframes, which focus on structure and layout, mockups include detailed visual elements such as colour schemes, fonts, images, logos, and other stylistic features. They provide a realistic snapshot of the finished product, allowing stakeholders to see the design\'s appearance before it\'s fully built. For data, observations and conclusions, we need user testing, panels, focus groups, user cases and analytics. [Topic 3 -- SEO basics and SEO On Site] **What is SEO?** Search Engine Optimization (SEO) is the practice of enhancing a website\'s visibility on search engine results pages (SERPs) to attract more organic (non-paid) traffic. It involves optimising various aspects of a website, such as its content, structure, technical setup, and user experience, to make it more attractive to search engines like Google. The goal of SEO is to improve the website\'s ranking for relevant keywords, helping businesses reach their target audience, increase brand awareness, and drive quality traffic that is more likely to convert into customers. **SEO (Search Engine Optimization)** and **SEM (Search Engine Marketing)** are strategies aimed at increasing a website\'s visibility on search engines, but they differ in approach. SEO focuses on improving organic (unpaid) rankings by optimising a website\'s content, structure, and technical aspects to attract more relevant traffic over time. Conversely, SEM focuses on paid search advertising methods like pay-per-click (PPC) ads. While SEO is a long-term strategy that builds sustainable traffic, SEM provides immediate visibility through paid ads, targeting specific audiences with quick results. SEO is about earning traffic naturally, whereas SEM involves paying for it. **Traditional SEO Focuses On:** - High volume of traffic - Competitive pricing and broad appeal **Luxury SEO Focuses On:** - Exclusivity and brand image - High-value and niche audiences **The algorithm** Google\'s algorithm is a complex system of rules and calculations used to determine the relevance and ranking of web pages in search results, analysing various factors to deliver the most accurate and valuable information to users. Google's algorithm determines search rankings based on two key factors: On-Page SEO Factors: - Technical aspects: Code quality and site speed. - Content aspects: Website structure and content quality. Off-Page SEO Factors: - Links: Quantity and quality of backlinks to your site. - Social media attention. - Competitiveness of your market. - Other off-site marketing activities. On-page factors are easier to control, while off-page factors can be more challenging to influence. **Search intent** Search intent (or user intent) refers to the purpose behind an online search---what users hope to find. Understanding search intent helps tailor content to meet user needs. Types of Search Intent: - Informational Intent: Users seek information on a topic (e.g., "how to make tomato sauce"). - Navigational Intent: Users want to visit a specific website (e.g., searching for "Facebook"). - Transactional Intent: Users are ready to buy something (e.g., searching for "buy IKEA PS 2014 lamp"). - Commercial Investigation: Users research products before buying (e.g., searching for "best washing machines 2021"). **4 pillars of SEO strategy** **Google Spider:** How well your content can be crawled and indexed **Content:** Provide the best content to provide the most relevant and best answers to your potential customers **on-site SEO:** The optimization of your content and HTML code **off-site SEO:** Building authority to make sure that Google put you on the first page **How do search engines work?** 1. **Crawl:** Scour the Internet for content, reviewing the code/content for each URL they find. 2. **Index: **Store and organise the content found during the crawling process. Once a page is in the index, it's in the running to be displayed to relevant queries. 3. **Rank: **Provide the pieces of content that best answer a searcher\'s query, meaning that results are ordered from most relevant to least relevant. **Types of Keywords** In SEO, a keyword is a specific word or phrase that users enter into search engines to find information or services. Keywords help search engines match relevant content to user queries. By using effective keywords in website content and tags, businesses can improve their visibility in search results and attract more organic traffic. - Short-tail Keywords: General, high-volume keywords (e.g., \"shoes\"). - Long-tail Keywords: More specific phrases with lower search volume but higher conversion potential (e.g., \"best running shoes for flat feet\"). - LSI Keywords: Latent Semantic Indexing keywords that are semantically related to your main keyword, helping search engines understand context. For the main keyword \"running shoes,\" LSI keywords could include \"jogging sneakers,\" \"athletic footwear,\" or \"comfortable trainers.\" - Local Keywords: Keywords with local intent to attract nearby customers (e.g., \"best pizza in New York\"). **Steps for SEO** **1. Conduct Keyword Research:** Identify relevant keywords and phrases your audience is searching for. **2. Optimise On-Page Elements:** 1\. Use keywords in titles, headings, and meta descriptions. 2\. Ensure high-quality, engaging content that satisfies user intent. 3\. **Improve Website Structure:** 1\. Create a transparent, intuitive navigation system. 2\. Optimise URLs for readability and relevance. **4. Enhance Technical SEO:** 1\. Ensure fast loading speeds and mobile responsiveness. 2\. Use structured data markup and XML sitemaps. **5. Build Quality Backlinks:** 1\. Acquire links from reputable sites to boost authority. 2\. Create shareable content to encourage organic link-building. **6. Monitor and Analyze Performance:** 1\. Use tools like Google Analytics and Search Console to track rankings and traffic. 2\. Adjust strategies based on data insights and user behaviour. **7. Stay Updated with SEO Trends:** 1\. Keep abreast of algorithm changes and best practices to maintain a competitive edge. Keyword research is the process of identifying and analysing the search terms users enter into search engines. **Purpose:** It helps optimise content to align with user intent and improve search engine rankings. **Benefits:** Identify relevant keywords to target in your content, understand audience needs and preferences, and improve organic traffic and visibility. **Keyword research process** 1. Brainstorm Seed Keywords: Start with broad topics related to your business or niche. 2. Use Keyword Tools: Leverage tools like Google Keyword Planner, Ahrefs, or SEMrush to find related keywords and search volumes. 3. Analyse Keyword Difficulty: Assess the competition for each keyword to prioritise which ones to target. 4. Consider Search Intent: Identify if users want information, navigation, or transactions to match keywords to content. **Create content for SEO** 1\. Understand Your Audience: 1. Identify target demographics and their needs. 2. Conduct surveys and analyse user behaviour to tailor content. 2\. Perform Keyword Research: 3. Use relevant keywords naturally throughout your content. 4. Target long-tail keywords for specific queries and lower competition. 3\. Focus on Quality and Relevance: 5. Create high-quality, informative, and engaging content that provides value. 6. Ensure content answers users\' questions and addresses their pain points. 4\. Optimise On-Page Elements: 7. Use keywords in titles, headers, and meta descriptions. 8. Utilise alt text for images and optimise URL structures. **Content for SEO** 1\. Enhance Readability: 1. Break up text with headings, bullet points, and images. 2. Use a clear, conversational tone and avoid jargon. 2\. Encourage User Engagement: 3. Include calls to action (CTAs) to guide users on next steps. 4. Encourage comments and interactions to build community. 3\. Regularly Update Content: 5. Refresh existing content to keep it relevant and accurate. 6. Monitor performance and adjust based on analytics. 4\. Promote Your Content: 7. Share on social media and other platforms to increase visibility. 8. Collaborate with influencers and industry leaders for a broader reach **Technical factors for good SEO content** - Keyword Optimization: Use relevant keywords naturally throughout the text, including in titles, headings, and meta descriptions. - Content Quality: Provide high-quality, informative, and engaging content that meets user intent and offers value. - Readability: Ensure the text is easy to read with short sentences, clear structure, and appropriate formatting (headings, bullet points). - Meta Tags: Optimize title tags and meta descriptions for keywords, keeping them concise and appealing to improve click-through rates. - Internal Linking: Include links to other relevant pages on your website to enhance navigation and provide additional context. - Image Optimization: Use descriptive file names and alt text for images to improve accessibility and help search engines understand the content. - URL Structure: Create clean, descriptive URLs that include keywords and are easy for users and search engines to understand. - Mobile-Friendliness: Ensure the content is responsive and displays well on mobile devices, as search engines prioritize mobile-friendly sites. - Page Speed: Optimize loading times to improve user experience and reduce bounce rates, as slower pages may rank lower in search results. - Schema Markup: Implement structured data to help search engines understand the content context, potentially enhancing search result listings. **Meta Tags** Meta tags are HTML elements that provide metadata about a web page, helping search engines understand its content. Key Types: - Title Tag: Appears in search results; should be 50-60 characters and include keywords. - Meta Description: Summary of page content (150-160 characters) that encourages clicks. - Meta Robots Tag: Controls indexing behaviour (e.g., "index," "index"). Best Practices: - Use unique tags for each page. - Incorporate keywords naturally and keep descriptions clear and engaging. - Include text with keywords in image Alt tags. **SEO and analytics** - Conversion rate: Number of conversions (for a single desired action/goal) divided by the number of visits (IP address or username). - Time on page: How long my potential customers spend on my website - Pages per visit: How many pages do your customers visit/see in your web in (time)? - Bounce rate: \"Bounced\" sessions indicate that a searcher visited the page and left without browsing your site further. - Number of backlinks: Total number of links pointing to your website **Essential SEO tools:** 1. Google Analytics: 1. Tracks website traffic and user behavior. 2. Provides insights into audience demographics and performance. 2. Google Search Console: 3. Monitors site performance in Google search results. 4. Identifies indexing issues and provides keyword data. 3. Google Keyword Planner: 5. Helps discover new keywords and assess search volume. 6. Useful for planning PPC campaigns and SEO strategies. 4. SEMrush: 7. Comprehensive SEO tool for keyword research, site audits, and competitor analysis. 8. Offers insights into backlink strategies and PPC campaigns. 5. Ahrefs: 9. A powerful tool for backlink analysis and keyword research. 10. Tracks your website's ranking and competitor SEO strategies. 6\. Moz: 1. Offers tools for keyword research, link building, and site audits. 2. Provides the Domain Authority metric to gauge site strength. 7\. Yoast SEO: 1. A popular WordPress plugin for on-page SEO optimisation. 2. It helps improve content readability and keyword usage. 8\. Ubersuggest: 1. A keyword research tool that provides search volume and competition data. 2. Offers content ideas based on trending topics. 9\. Screaming Frog: 1. Website crawler that helps identify SEO issues. 2. Analyses on-page elements and generates SEO reports. 10\. Sistrix: 1. SEO tool for tracking keyword rankings and analysing visibility. 2. Offers insights into competitor performance and backlink profiles. Why do we need to index our site? If we do not index our website, it does not exist for Google. How many times does Google index our website? Google takes into consideration everything, including metatags, keywords, overall experience, and more. **Google Analytics** 1. Is a **freemium** web analytics service that tracks and reports website traffic. Link GA with our website with WordPress 2. Target your online visitors 3. Evaluate traffic flow through your website 4. Know what users are searching on your website 5. Targeted Campaigns 6. Customised Data/Reports 7. Integration with other google services and platforms 8. A/B Testing **Sitemap** A **Sitemap** is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site. **Link building** - Link building is acquiring hyperlinks from other websites to your own. A hyperlink (usually just called a link) is a way for users to navigate between pages on the internet. - Search engines use links to crawl the web; they will crawl the links between the individual pages on your website and the links between entire websites. There are many techniques for building links, and while they vary in difficulty, SEOs tend to agree that link building is one of the most complex parts of their jobs. - For that reason, if you can master the art of building high-quality links, it can truly put you ahead of other SEOs and your competition. Why? To build relationships, sending referral traffic, brand building, an important factor to rank, build branding. **Campaigns** A link building campaign is the process of actively trying to increase links to your website, usually accompanied by some kind of overarching objective. It will use assets belonging to the website in order to acquire those links, and an asset can be anything from content and news to products and services. Setting goals, finding your assets, Type of links you need, Finding link targets (people), Identifying your target audience for links, Advanced search queries [Topic 4 -- Web Design and Content Management Systems] **Internet** The Internet is a global network of computers that communicate using unique addresses called IP addresses, which act like home addresses. When you send or receive data, like loading a website, your device breaks it into small pieces called \"packets ". Each packet has the sender's and receiver's IP address, so it knows where to go. These packets travel through cables, routers, and servers worldwide to the correct IP address, which is reassembled to display the information. It's like sending letters with addresses on the envelope, and the internet delivers them to the right place. A domain name is the address that someone types into a browser to reach a website. It serves as a redirection to a server\'s IP. A domain name is unique; it is a lease, and you need to pay a yearly fee to maintain it. It won't work if it isn't associated with a hosting service. You can obtain your own domain name through registrars like GoDaddy, IONOS, or Namecheap. It is usually easier to configure the domain name with the same provider as your hosting service. **SSL Secure Sockets Layer** An SSL certificate is a digital security tool that encrypts data between a user\'s browser and a website, ensuring that information like passwords or payment details stays private. It also verifies the website's identity, showing a padlock symbol and \"https\" in the browser to indicate a secure connection. **Hosting** An Internet hosting service is a service that runs servers connected to the Internet, allowing organisations and individuals to serve content or host services connected to the Internet. **VPS Control Panel** VPS Management tools, or VPS control panels, provide an intuitive interface for managing and configuring your virtual private servers. They streamline setting up and maintaining web servers, databases, and other server elements. The best-known commercial solutions are cPanel and Plesk. **Content management system** A content management system (CMS) is software that helps users create, manage, and modify content on a website without technical knowledge. In other words, a CMS lets you build a website without needing to write code from scratch (or even know how to code). [Topic 5 -- Agile Methodologies ] **Concepts** **Agile methodology** is a project management approach that divides projects into multiple dynamic phases, often called sprints. The Agile Manifesto, published in February 2001 by 17 software developers seeking an alternative to the traditional linear product development process, outlines four core values and 12 principles for Agile software development. Agile Methodology: Incremental and Iterative way of development \| by Ashutosh Agrawal \| Medium **MVP Viable product** In Agile methodologies, a **Minimum Viable Product (MVP)** is the most basic version of a product that includes only its core features, allowing teams to launch it quickly to early users. This approach enables the collection of user feedback and validation of assumptions with minimal effort and resources, facilitating iterative development and ensuring that subsequent enhancements are aligned with actual user needs and market demand.  **Scrum** Scrum is an agile framework for managing complex projects, emphasising transparency and adaptation. Its main pillars include transparency, achieved through open communication, and inspection and adaptation, facilitated by iterative development cycles called sprints. Through these pillars, Scrum enables teams to collaborate and deliver high-quality products efficiently. La Metodología SCRUM. Mantener la Motivación del Equipo  **Kanban** Kanban is a workflow management method that helps teams visualize their work, limit work in progress, and maximize efficiency. It originated from the manufacturing sector in Japan and has been widely adopted in various industries. Kanban is like a visual to-do list for tasks. You have a board with columns representing different stages of work, like \"To Do,\" \"Doing,\" and \"Done.\" Each task is represented by a card that moves across the board as it progresses. [Topic 6 -- Business Intelligence] **Business Intelligence** Business intelligence (BI) refers to the technologies, processes, and practices used to collect, integrate, analyse, and present business data. The goal of BI is to support better business decision-making. Key components of BI include: 1. Data Collection: Gathering data from various sources, such as databases, spreadsheets, and external data sources. 2. Data Integration: Combining data from different sources into a coherent data set. 3. Data Analysis/Data Science: Applying statistical, analytical, and machine learning techniques to understand trends, patterns, and insights. 4. Data Presentation: Visualizing data through dashboards, reports, and charts to make insights accessible and actionable. BI helps organisations to make informed decisions by providing a comprehensive view of their operations, customer behaviours, market trends, and other relevant factors. This can lead to improved efficiency, increased profitability, and a competitive advantage in the marketplace. Diagrama Descripción generada automáticamente **Business Intelligence Process** The data science process starts with gathering information from various sources. This data undergoes ETL (Extract, Transform, Load) to clean and normalise it before loading it into a data warehouse. In the warehouse, the data is analysed and processed to build models and uncover insights, which are then presented through dashboards and visualisations for stakeholders to make data-driven decisions. **Data Warehouse and Data Lake** A data warehouse is a structured storage system optimised for storing, querying, and analysing large volumes of data, typically organised into tables and schemas and used for business intelligence and reporting. In contrast, a data lake is a more flexible storage system that can hold vast amounts of raw, unstructured, or semi-structured data in its native format, allowing for more exploratory analysis and accommodating a wider variety of data types and sources**.**  **Data Science** Data science is the study of data to extract meaningful insights for business. It is a multidisciplinary approach that combines principles and practices from the fields of mathematics, statistics, artificial intelligence, and computer engineering to analyze large amounts of data. Understanding the Data Science Lifecycle \| **Data Analytics vs Data Science** Data science is a broad field that uses scientific methods, algorithms, and systems to extract insights and make predictions from data. In contrast, data analytics examines existing data to find patterns, correlations, and trends to inform specific business decisions.  **Google Analytics** Google Analytics 4 (GA4) is the latest version of Google\'s web analytics platform, designed to provide deeper insights into user behaviour across websites and apps. It features event-based tracking, enhanced data privacy controls, and advanced machine learning capabilities to predict user actions and generate insights. GA4 integrates seamlessly with Google Ads, offering comprehensive cross-platform analysis and allowing businesses to understand better and optimise the customer journey across different devices and touchpoints. Google Analytics has 4 main KPIs to track: - **Site Visitor:** The total number of people who visit your website, including multiple visits from the same user. - **Unique Visitors:** The count of distinct individuals visiting your website, tracked by unique IDs. - **Sessions:** The total number of interactions a visitor has with your website within a set time frame. - **Pages per Session:** The average number of pages viewed during a single session, indicating user engagement. - **Average Session Duration:** The average time users spend actively browsing your site during a session. - **Bounce Rate:** The percentage of sessions where users leave the site without interacting further. - **Acquisition/Traffic Sources:** The channels (e.g., search engines, social media, direct) driving visitors to your site. - **Conversion Rate:** The percentage of visitors completing a desired action, such as booking or form submission. - **Goals/Events Completions:** The number of times predefined actions, such as clicks or purchases, are completed. - **Top Landing Pages/Exit pages:** The most frequently visited pages users arrive at when entering your website and the ones where users most often leave your website. **Digital advertising** Digital advertising is when businesses use Internet and digital technologies to provide promotional advertisements to consumers. That also includes promotional advertisements and messages delivered through several channels: email, social media websites, online advertising on search engines, banner ads on mobile, web sites, etc, etc. **Visits -- Visitors** Visit: A visit is a user's journey through the site or application. A visit contains one or more page views. A visit is considered complete when a user is inactive for 30 minutes because he has left the site or remained on the same page. Visitor: A visitor is a user of a website. If a visitor visits a page several times a day, with interruptions of more than 30 minutes, AT Internet considers him/her a unique visitor who has generated several visits. If a visitor visits the website on two different days, he or she will be counted as two visitors. If the AT Internet cookie is deleted after each visit, this visitor is considered a new visitor for each new visit. Unique visitor: On a single day, unique visitors correspond to the definition of "normal" visitors. However, if you look at a period of more than one day, these values differ due to the recognition of cookies. Suppose a visitor has a cookie on his browser and visits the site twice on different dates. In that case, this visitor will be recognised as unique and counted only once in the analysis period**.** **Payment models -- CPC** Cost per click: CPC bidding means paying for each click on your ads. You set a maximum cost-per-click bid for CPC bidding campaigns - or simply \"max. CPC\" - that\'s the highest amount that you\'re willing to pay for a click on your ad (unless you\'re setting bid adjustments or using Enhanced CPC. **Payment models -- CPM** Cost per thousand impressions (CPM): Cost per thousand is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage If a website publisher charges €2.00 CPM, an advertiser must pay €2.00 for every 1,000 impressions of its ad. **Payment models -- CPL** Cost per lead: CPL is used in online to advertising to define how much revenue a publisher receives when he creates a lead for an advertiser. If you consider an email as a lead, then you must pay for the total amount of emails you had acquired during the campaign. **Payment models -- CPA** Cost per Action: CPA is a pricing model in which marketers pay ad networks or media sources when a user takes a particular action (such as completing a purchase or registration) inside of an app, after engagement with an ad. It\'s calculated by dividing the advertising cost by the number of actions taken **Conversion Rate:** indicated in percentage terms, is an Online Marketing KPI measuring the relation of a website's visitors to conversions, which doesn't necessarily have to be a sale. **ROI**: Return On Investment is a performance measure used to evaluate the efficiency of an investment, and it is calculated dividing the benefit (return) of an investment by the cost of the investment **ROAS**: Return on ad spend (ROAS) is an important key performance indicator (KPI) in online and mobile marketing. It refers to the amount of revenue that is earned for every dollar spent on a campaign. **Google Ads is a pay-per-click advertising platform** owned and operated by Google. It is also the largest and most widely used online advertising network in the world, and millions of businesses use Google Ads to reach new customers and reach their sales, marketing, and revenue goals. **META Ads is a pay-per-click advertising platform** owned and operated by META, and allows running ads on Facebook, Instagram, Messenger or Audience Network. It\'s an all-in-one tool for creating ads, managing when and where they\'ll run, and tracking how well your campaigns are performing towards your marketing goals. [Topic 7 -- Social Media Marketing] Concept: **Social media marketing** is the action of creating content to promote your business and products on various social media platforms such as Facebook, Instagram, and X. Your unique content should be tailored to the specific platform it's being shared on to help you boost conversions and increase brand awareness. Social media marketing is all about meeting your target audience and customers where they are and as they socially interact with each other and your brand. Una captura de pantalla de un videojuego Descripción generada automáticamente con confianza media **Social Media Strategy** 1. Find buyer personas and audience 2. Define the ideal social platforms 3. Build and ecosystem 4. Develop and create content to engage 5. Schedule publications 6. Measure and analyse results to optimise - Use the social media content rule of thirds: ⅓ of content promotes business, converts audience and generates profit ⅓ of content shares ideas and stories from thought leaders in your industry or like-minded businesses ⅓ is personal interactions with your audience - Editorial calendar Social media marketing should be done following the SMART goals. **Social Media Engagement** Social media engagement is also instrumental in improving brand awareness. Active participation in conversations, sharing relevant content, and leveraging UGC contribute to increased reach and visibility. Engaged audiences are more likely to share brand content with their networks, amplifying the brand\'s presence and attracting new followers. Social media engagement is crucial for brands to establish authenticity and credibility, foster customer loyalty, and enhance brand awareness**. ** **Influencer Marketing** Influencer marketing is a collaboration between popular social-media users and brands to promote brands' products or services.  Benefits: Influencer marketing - How modern brands do it