Understanding the data life cycle - PDCA approach

 Understanding the data life cycle

The data cycle improves the decision making of the firm from information collected from different online marketing activities. 

 The four main stages of a data cycle are: Plan, Do, Check and act

Plan:

Let's take an example of a retail store in your neighborhood. They want to communicate their new door delivery facility to consumers. 

The first step is set the goal. The retailer want at least 30℅of their existing customers to avail the benefit in the next one month. 

The retailer would like to run social media campaign for the same. 

Do:

The retailer runs social media campaign for a specified period say a week. 

Check:

After the specified period, the retailer will asess whether he would be able to get 30℅ door delivery orders. They also check weather post on Facebook, Instagram, or Google got a better result. The social media sites those could not get the results needs to be reasessed. 

Act:

In this stage, a retailer will understand shortcomings and run future campaigns with modifications. They may alter timing, content or offering. 

Notes:

Collect data periodically

Use Google Analytics

Find the trends for future endiviours. 

Question: How marriage Hall will use PDCA in their digital campaign? 

Web analysis

Web Analytics

Web analytics is the branch of business analytics that collect data from organization's website to give valuable insights for the progress of the business. 

Metric

A "metric" Is defined as the business control tool used to count the scenario. 

There are different metrics used in digital marketing. A few I will be discussing here. 

• Unique visitors: The number of new customers visiting the website. 
• Time spent on site: The number of minutes or seconds a customer spent on a post or on a website content. 
• Sales: The amount of sales organization has achieved in a given period
• Repeated customer: The number of customers visited the organization website more than once. 

Dimension

Today, a customer is using multiple devices such as desktop, laptop, leap top, roll top, tablet, phablet, and mobile for communications.Hence, it is necessary for marketers to evaluate the type of device used by customers.

Dimension is the tool used to collect the customer's device information. 

Device data include operating system used, browser in the device, and location from where a customer browsed the content. 

Advantages:

• It helps organization to find the device that converts website visitors to meet their goals.
• The hour of the day customers are using the device.
• 
  

Conversion

The number of people met with organization goal of digital marketing. The goal of digital marketing may be as following

1. Order: Number of orders placed by people who visited the website.
2. Map: Downloaded the company facility directions.
3. Contact form: Number of people shown interest in the organization by filling the contact forms.
4. Collaboration: Number of people shared the company content, participate in the contest, referred the company app to others etc...
   

Conversion rate=The number of people met the organization goal/The number of people visited the website

Innovation in rural supply chain

Discuss innovation in rural supply chain.