1. Introduction
6.3 Reflection on the author’s career path
This thesis work has positive impacts on the career path of the author. By conducting in-depth research in digital marketing and analytics field, the author was able to identify the career area she would pursue. Because the final outcome of this thesis is a guide, it re-quires the author to consider various approaches and options in order to provide appropri-ate recommendations to the commissioning company. Therefore, the author had opportu-nities to investigate and test a wide range of technological tools, thereby gaining experi-ences in using these tools. Apart from that, the thesis is the concrete and practical sample reflecting the author’s experience in the field. This increases the possibility for the author to get a job in the analytics industry with the domain knowledge in marketing.
In conclusion, this thesis work provided both learning and improving opportunities for the author when she created the digital marketing analytics guide for the commissioning influ-encer. The industrial knowledge and soft skills acquired from the process open potential possibilities for the author to pursue her career interests. The experiences gained after the thesis work together with the knowledge gained from the university lay a solid foundation for the author to develop in digital marketing analytics field.
References
Avinash, K. 2007. Standard Metrics Revisited: Bounce Rate.URL:
https://www.kaushik.net/avinash/standard-metrics-revisited-3-bounce-rate. Accessed 6 April 2019.
Avinash, K. 2007. Web analytics: an hour a day. Wiley. Indianapolis.
Avinash, K. 2011. Web metrics demystified. URL: https://www.kaushik.net/avinash/web-metrics-demystified. Accessed 7 May 2018.
Backaler, J. & Shankman, P. 2018. Digital influence: unleash the power of influencer mar-keting to accelerate your global business. Palgrave Macmillan. Cham.
Balla, J. 2014. Seven benefits from using marketing analytics. SAS. URL:
https://blogs.sas.com/content/customeranalytics/2014/09/17/seven-benefits-from-using-marketing-analytics. Accessed 12 March 2019.
Barry E. 2006. Customer segmentation: The most powerful marketing tool. URL:
http://www.drivecms.com/uploads/ejbarry.com/1961243831E-Best%20Practices-segmen-tation%20white%20paper.pdf, pp.1-3. Accessed 6 April 2019.
Bendle, N., Farris, P., Pfeifer, P. & Reibstein, D. 2006. Marketing metrics: 50+ metrics every executive should master. PH Professional Business.
Bruce, A. & Bruce, P. 2016. Improve the outcome of your data experiments with A-B test-ing. URL: https://learntest-ing.oreilly.com/library/view/improve-the-out-
https://learning.oreilly.com/library/view/improve-the-out-come/9781491978351/ch01.html#idm140123249429680. Accessed 7 April 2019.
Chaffey, D. & Ellis-Chadwick, F. 2012. Digital marketing: strategy, implementation and practice. 5th ed. Pearson. Harlow.
Charlesworth, A. 2018. Digital marketing: a practical approach. 3rd ed. Routledge. New York.
Chi, C. 2018. YouTube Algorithm: The Constantly Updated Guide to YouTube's Updates
& Changes. URL: https://blog.hubspot.com/marketing/youtube-algorithm. Accessed 7 April 2019.
Chi, C. 2018. YouTube Analytics: The 15 Metrics That Actually Matter. URL:
https://blog.hubspot.com/marketing/youtube-analytics. Accessed 7 April 2019.
Chi, C. 2019. 51 YouTube Stats Every Video Marketer Should Know in 2019.URL:
https://blog.hubspot.com/marketing/youtube-stats. Accessed 7 April 2019.
Clarke, A. SEO 2019: learn search engine optimization with smart internet marketing strat-egies. Simple Effectiveness Publishing.
Clifton, B. 2012. Advanced web metrics with Google Analytics. Wiley. Indianpolis.
Covington, P., Adams, J. and Sargin, E. (2016). Deep Neural Networks for YouTube Rec-ommendations. URL:
https://storage.googleapis.com/pub-tools-public-publication-data/pdf/45530.pdf. Accessed 7 April 2019.
Digital Analytics Association. 2018. URL:
https://www.digitalanalyticsassocia-tion.org/Files/PDF_standards/WebAnalyticsDefinitions.pdf. Accessed 7 August 2018.
European Commission. 2019. What is an SME? Internal Market, Industry, Entrepreneur-ship and SMEs. URL: https://ec.europa.eu/growth/smes/business-friendly-environ-ment/sme-definition_en. Accessed 6 March 2019.
Forbes. 2019. Council Post: Understanding Influencer Marketing And Why It Is So Effec-tive. URL: https://www.forbes.com/sites/theyec/2018/07/30/understanding-influencer-mar-keting-and-why-it-is-so-effective. Accessed 6 May 2019.
Freberg, K., Graham, K., Mcgaughey, K. & Freberg, L. 2011. Who are the social media in-fluencers? A study of public perceptions of personality. Fuel and Energy Abstracts. URL:
https://www.researchgate.net/publication/251582746_Who_are_the_social_media_influ-encers_A_study_of_public_perceptions_of_personality. Access 30 March 2019.
Geckoboard. 2019. Digital marketing dashboard example. URL:
https://www.geckoboard.com/learn/dashboard-examples/marketing/digital-marketing-dashboard-example. Accessed 6 April 2019.
Godfrey, V. 2018. Why marketers must be data-driven. URL: https://marketing-land.com/required-data-driven-marketers-192836. Accessed 12 June 2018.
Google Analytics. 2018. Google Analytics demo report: https://analytics.google.com/ana-lytics/web. Accessed 7 April 2019.
Google Data Studio. 2019. Audience demo with Data Control. Google Data Studio. URL:
https://datastudio.google.com/s/nKDh6WyQfyE. Accessed 7 April 2019.
Google Data Studio. 2019. Behavior with Data Control. URL: https://datastu-dio.google.com/s/gaJAfrCptm8. Accessed 7 April 2019.
Google Data Studio. 2019. Sample Youtube report. URL: https://datastu-dio.google.com/s/im9EPW2X7aM. Accessed 30 April 2019.
Google Marketing Platforms. 2018. Analytics Features. URL: https://marketingplat-form.google.com/about/analytics/features. Accessed 7 August 2018.
Google Marketing Platforms. 2018. Analytics Technology and Integrations. Analytics.
URL: https://newsinitiative.withgoogle.com/training/lesson/4900023850500096. Accessed 6 May 2019.
Google Support .2019. Dimensions and metrics. Analytics Help. URL: https://sup-port.google.com/analytics/answer/1033861. Accessed 7 May 2019.
Google Support. 2019. About Search Console. Search Console Help. URL: https://sup-port.google.com/webmasters/answer/9128668. Accessed 6 May 2019.
Google Support. 2019. Bounce rate. Analytics Help. URL: https://support.google.com/ana-lytics/answer/1009409. Accessed 7 March 2019.
Google Support. 2019. Exit Rate vs. Bounce Rate. Analytics Help. URL: https://sup-port.google.com/analytics/answer/2525491. Accessed 7 April 2019.
Google Support. 2019. Search Console reports. Analytics Help.URL: https://sup-port.google.com/analytics/answer/1308626. Accessed 6 April 2019.
Google Support. 2019. The difference between Google Ads Clicks, and Sessions, Users, Entrances, Pageviews, and Unique Pageviews in Analytics. Analytics Help. URL:
https://support.google.com/analytics/answer/1257084#pageviews_vs_unique_views. Ac-cessed 7 April 2019.
Google Support. 2019. Welcome to Data Studio. Data Studio Help. URL: https://sup-port.google.com/datastudio/answer/6283323. Accessed 6 March 2019.
Google Trends. 2019. Google Trends report. URL: https://trends.google.com. Accessed 27 April 2019.
Glucksman, M. 2017. The Rise of Social Media Influencer Marketing on Lifestyle Brand-ing: A Case Study of Lucie Fink. Elon University. URL: https://www.elon.edu/u/academ- ics/communications/journal/wp-content/uploads/sites/153/2017/12/08_Lifestyle_Brand-ing_Glucksman.pdf. Accessed 24 March 2019.
Harwood, M. & Harwood, M. 2009. Landing page optimization for dummies. For Dummies.
Hemann, C. & Burbary, K. 2018. Digital marketing analytics: making sense of consumer data in a digital world. Pearson Education. Boston.
Hennessy, B. 2018. Influencer: building your personal brand in the age of social media.
Kensington Publishing Corp. New York.
Hewlett-Packard. 2019. HP Carly Fiorina Speech: Information: the currency of the digital age - Oracle OpenWorld. URL:
http://www.hp.com/hpinfo/execteam/speeches/fio-rina/04openworld.html. Accessed 3 April 2019.
Hootsuite Social Media Management. 2018. YouTube Analytics: A Simple Guide to Track-ing the Right Metrics. URLt: https://blog.hootsuite.com/youtube-analytics. Accessed 7 May 2019.
Influencer Marketing Hub. 2018. What is an Influencer? - Factors that define a Social Me-dia Influencer. URL: https://influencermarketinghub.com/what-is-an-influencer. Accessed 7 November 2018.
Judah, P. 2013. Digital analytics primer. PH Professional Business.
Kolowich, L. 2019. How to Do A/B Testing: A Checklist You'll Want to Bookmark. URL:
https://blog.hubspot.com/marketing/how-to-do-a-b-testing. Accessed 6 April 2019.
Lautenslager, J. 2019. This Is How You Come Up With Marketing Goals. URL:
https://www.entrepreneur.com/article/234204. Accessed 11 May 2019.
Laurent, F. 2014. How to measure digital marketing: metrics for assessing impact and de-signing success. Palgrave Macmillan. Basingstoke.
Lilien, G. 2011. Practitioner divide in marketing decision models. Journal of marketing - Bridging the academic, pp 196.
McDonald, J. 2019. SEO fitness workbook: the seven steps to search engine optimization success on google. JM Internet Group.
Moz. 2019. Keyword Research – The Beginner's Guide to SEO. URL: https://moz.com/be-ginners-guide-to-seo/keyword-research. Accessed 6 May 2019.
Nandan, S. 2005. An exploration of the brand identity–brand image linkage: A communi-cations perspective. Journal of Brand Management, pp.264-278.
Newman, G. 2019. How To Measure An Influencer’s Engagement Rate. URL:
https://blog.scrunch.com/measuring-an-influencers-engagement-rate. Accessed 30 April 2019.
Patel, N. 2018. How The Right Analytics Can Strengthen Customer Engagement. URL:
https://neilpatel.com/blog/analytics-can-strengthen-engagement. Accessed 7 July 2018.
Patel, N. 2019. The 7 Most Important Metrics to Track Your Content's Success. URL https://neilpatel.com/blog/7-important-metrics-track-content-success. Accessed 30 April 2019.
Payne, K. 2018. Hubspot. How to Become an Influencer in Your Industry. URL:
https://blog.hubspot.com/marketing/how-to-become-an-influencer-in-10-steps. Accessed 24 April 2018.
Popick, J. 2019. Great Example of a Google Dashboard. Dasheroo. URL: http://blog.dash-eroo.com/heres-a-great-example-of-a-google-dashboard. Accessed 6 April 2019.
Quirk, R., Olver, M., Hammond, M. and Davies, C. 2009.URL:
https://sca.jiscin-volve.org/wp/files/2009/12/sca_audanalysis_guidetoresearchingaudiences_v2-final.pdf.
Accessed 7 March 2019.
Rackley, J. 2015. Marketing analytics roadmap: methods, metrics and tools. Apress.
SERP Robot Report. 2019. SERP checker - google ranking check. URL:
https://www.serprobot.com. Accessed 7 April 2019.
Software Advice. 2019. How Small Businesses Can Make Data-Driven Marketing Work.
URL: https://www.softwareadvice.com/resources/data-driven-marketing-for-small-busi-nesses. Accessed 30 April 2019.
Sponder, M. & Khan, G. 2018. Digital analytics for marketing. New York.
Statista. 2019. Global YouTube audience 2021 | Statistic. URL:
https://www.sta-tista.com/statistics/805656/number-youtube-viewers-worldwide. Accessed 7 April 2019.
Statista. 2019. Influencer marketing dossier. URL:
https://www-statista-com.ezproxy.haaga-helia.fi/study/28362/influence-marketing-statista-dossier. Accessed 6 March 2019.
Statista. 2019. U.S. influence marketing budget change 2018 statistics. URL:
https://www.statista.com/statistics/432177/influence-marketing-budget-change-usa. Ac-cessed 10 April 2019.
Techopedia. 2019. What is a URL? - Definition from Techopedia. URL:
https://www.techopedia.com/definition/1352/uniform-resource-locator-url. Accessed 13 April 2019.
Techopedia. 2019. What is Search Engine? - Definition from Techopedia.URL:
https://www.techopedia.com/definition/12708/search-engine-world-wide-web. Accessed 16 April 2019.
Tubefilter. 2019. Reverse Engineering of YouTube Algorithm. URL: https://www.tubefil-ter.com/2016/06/23/reverse-engineering-youtube-algorithm. Accessed 7 Apr. 2019.
Xu, A. 2019. Lavendaire - Life is an art. Make it your masterpiece. URL:
https://www.lavendaire.com. Accessed 7 April 2019.
Xu, A. June 2018. Founder. Lavendaire. Interview. Brea.