Understanding Digital Analytics Concepts

What are the different types of digital analytics?

Digital analytics deals with vast amounts of data from a variety of sources. Different types of media channels are often used in conjunction with one another.

Simply Measured - Using Paid, Owned and Earned Media to Build Successful Social Campaigns introduces the different types of media channels and how they are used together by marketers to improve customer experience and increase marketing results.

  • Paid Media refers to digital media channels that a brand pays to utilise. It includes anything that requires an ad budget, such as paid TV spots, ads on news sites or in print media, and promoted Tweets and Facebook ads, Google Adwords, and banner ads.

  • Owned Media is a general term for any media asset that a business owns, controls and uses to reach a prospective audience. Owned media could be your website, Twitter account, your Instagram account, your Facebook page, and even your brand’s persona. It helps you move from being a topic of conversation to being a part of the conversation by pushing out content, responding to customers, driving awareness and promoting your product. You’ll use the channels you have control over (like Twitter or Facebook) to publicize your brand and drive positive earned media.

  • Earned Media is the earned perception of your brand as a whole. In earned media, your customers become the “channel”, and your brand has little control over that channel. Brands can try to influence this by utilising public relations and influencer campaigns by sending positive stories to the press and creating positive word-of-mouth messages

The integrated POEM model works when businesses design a well-planned strategy to implement it. Your approach should flow from the behaviour you are trying to learn about, validate, or change. If your campaign is trying to raise awareness, a suitable metric might be impressions or page views. However, If you’re trying to attract consumers to a website, you may want to track the number of clicks and visits. Check out the linked article for a list of ways to generate a successful integrated content campaign.

  • Look at your business or examine an online company in which you were a customer. Does it use Paid, Owned or Earned media? If so, how is media used to leverage the business?

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This article is from the free online course:

Digital Media Analytics: Introduction

Purdue University