Sri Manakula Vinayagar Engineering College, Puducherry

DEPARTMENT OF COMPUTER SCIENCE AND ENGINEERING

Subject Name: DATA SCIENCE AND DIGITAL MARKETING SYSTEM

SubjectCode:U20CST718
Prepared By:
Mr.S.KUMARAKRISHNAN, Asst.Prof/ CSE
Mrs.P.BHAVANI, Asst.Prof / CSE
Mrs.R.DEEPA, Asst.Prof / CSE

Verified by: Approved by:

UNIT – V-CAMPAIGNS AND CONSUMER REACTION ANALYTICS AND GOOGLE TOOLS

Scope and process - Getting the data - Data pull - Data processing - Data analysis -Sentiment analysis in
time- Comments in time - The Next Great Technology - Trends Mining on GitHub - Top technologies.
Google Tools: Google Ad Manager - Google Ads - Google Marketing Platform. Digital Marketing Tools:
Data Shorts - Test My Site - Grow My Store - Find My Audience - Market Finder - Google Trends.

2 Marks
1. What is Consumer Reaction Analytics?
 Customer analytics is the use of data to understand the composition, needs and satisfaction
of the customer.
 Also, the enabling technology used to segment buyers into groupings based on behavior,
to determine general trends, or to develop targeted marketing and sales activities.
2. What is meant by Data Pull model?
 The data-pull model allows reporting systems like Business Intelligence and Reporting Tools
(BIRT) and SAP Crystal Reports to configure data sources and pull data from these sources when
the report is run.
 Downloading webpages via web browser is an example for pull technology.
3. What is Data processing?
 Data processing occurs when data is collected and translated into usable information. Usually
performed by a data scientist or team of data scientists, it is important for data processing to be
done correctly as not to negatively affect the end product, or data output.
The 3 stages of Data processing are;
1. Data preparation
2. Program preparation
3. Compiling and Running the program.
4. Define Data preparation?
Data preparation is the process of cleaning and transforming raw data prior to processing and
analysis. It is an important step prior to processing and often involves reformatting data, making
corrections to data and the combining of data sets to enrich data.
5. Define steps in Data preparation?
 Data collection
 Data discovery ad profiling
 Data cleansing
 Data structuring
 Data transformation and enrichment
 Data validation and publishing

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6. Define Data Analytics?(JAN 2024)(2MARKS)
 Data analytics is the science of analysing raw data to make conclusions about that information.
 Many of the techniques and processes of data analytics have been automated into mechanical
processes and algorithms that work over raw data for human consumption.
 The purpose of Data Analysis is to extract useful information from data and taking the decision
based upon the data analysis.
7. Define Sentiment analysis in time?
 Sentiment Analysis is a Natural Language Processing technique to predict the sentiment or opinion
of a given text.
 It involves the use of NLP, text analysis, computer linguistic to identify or extract subjective
information.
8. What are the 4 steps in sentiment analysis?
 Data collection
 Data Processing
 Data Analysis
 Data Visualization
9. What are the top technologies for Data Science?
 Artificial intelligence
 Machine Learning
 Internet of Things
 Big Data Analytics
 Python and Pandas
10. What is meant by Google tools?(JAN 2024)(2 MARKS)
 Google Webmaster Tools (also known as Google Search Console), is a powerful platform that
website owners can use to monitor how their site interacts with Google.
11. What does Google Ad Manager do?
 Google Ad Manager is an ad management platform for large publishers who have significant direct
sales. Ad Manager provides granular controls and supports multiple ad exchanges and networks,
including AdSense, Ad Exchange, third-party networks, and third-party exchanges.
12. What does Google Marketing Platform do?
 Google Marketing Platform* is an integrated ad-technology platform that enables agencies and
advertisers to more effectively create, manage and grow high-impact digital marketing campaigns.
 Google Marketing Platform integrates world-class solutions to help buyers run holistic campaigns
across multiple channels.
 The products in Google Marketing Platform work together so you can plan, buy, measure, and
optimize digital media and customer experiences in one place.
13. Define Digital Marketing Tools?
 Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication.
 Using digital marketing techniques, you can reach a global audience in a way that's cost-effective,
scalable and measurable.
14. What are the tools used in Digital Marketing?
 Social media marketing tools.
 Email marketing tools.
 SEO (search engine optimization) tools.
 Conversion optimization tools.
 Lead enrichment tools.
 Landing page and lead capture tools.
 Graphic creation tools.
15. What is Market finder ?
 Market Finder is a free Google service for businesses interested in expanding abroad. It provides
detailed insights into which markets are best suited to your product or service, plus useful guides on
how to expand into a new market.

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10 marks:

1. Explain Scope and process in consumer reaction?(JAN 2024)(5 MARKS)

Consumer Behaviour, in simple words, means how consumers behave in the market. It defines the
process by which consumers make a purchase decision to satisfy their needs and wants. It consists of the
likes and dislikes of consumers and which influences their buying decision. It is a concept which involves
many stages, from arising needs to the purchase decision.

 The scope of consumer behaviour may describe the decision process and individual engagement in
evaluating, acquiring, using goods and services.

Scope of Consumer Behaviour

 The words such as consumer behaviour, individual buyer behaviour, and buying behaviour of the
consumer are all the same. Consumer behaviour is defined as the study of individuals, groups, and
organizations performance in selecting, buying, using the goods and services, ideas, or experiences
to fulfil the buyer's needs and wants.
 The information given below will help you to understand the behaviour of the customers.
Companies conduct various research programs to collect information about their target customers.
 The scope of consumer behaviour is as follows.

 Demand Forecasting
 Marketing Management
 Non-profit and Social Marketing
 Selecting Target Market
 Market Mix
 Educating Customers
 Assists in Designing Product Portfolio

Demand Forecasting

Consumer behaviour helps in the forecasting of the demands for the business. Every business identifies
the needs and wants of the customers by understanding their behaviour. Forecasting helps them to find
out the unfulfilled demands in the market easily. If the company knows what their consumer wants,
they can design and produce the product accordingly.

The behaviour of the consumer plays an important role in forecasting the demand for the products. In
addition, it helps the company to identify the market opportunity available to them.

Marketing Management

Effective business managers know the importance of marketing towards the success of the business.
Understanding consumer behaviour is essential for the long-run success of any marketing program. A
better understanding of consumer needs and wants helps the business to plan and execute the marketing
strategies accordingly.

Non-profit and Social Marketing

In today's world, every non-profit business-like government sector, religious sector, university, the
charitable institution runs the business's overall activity by implementing proper marketing plans for the
business. Also, they contribute to solving the problems of society. Thus, a transparent consumer
behaviour process and decision-making contributed efforts towards the success of the business.

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Selecting Target Market

Consumer behaviour helps the organization to select its target group from the market. Studying and
identifying consumer behaviour helps them to know the consumer segments with distinct features and
wants. It helps in segmenting the overall market into different groups.

Market Mix

Proper development and designing all-important elements like product, price, place, and promotion are
essential for every business. It helps them to identify the likes and dislikes of the customers. This allows
marketers to design optimum marketing mix plans and improve the effectiveness of marketing strategies.
The proper implementation of a marketing mix helps organizations to attract more customers, thereby
increasing profit.

Educating Customers

Consumer behaviour helps the marketer to know how consumers spend on buying decisions. By
understanding the customer's behaviour, a marketer can easily get an idea of how they can improve their
buying decision. The market can guide and suggest a way to save their money and give them better
options. Customers get aware of the opportunities available to them as per their behaviour.

2. Explain about Data pull?

 The data-pull model allows reporting systems like Business Intelligence and Reporting Tools
(BIRT) and SAP Crystal Reports to configure data sources and pull data from these sources when
the report is run.
 Downloading webpages via web browser is an example for pull technology.

Data can be extracted in three primary ways:

 Update notification.
 Incremental extraction.
 Full extraction.

Types of data extraction

Extraction jobs may be scheduled, or analysts may extract data on demand as dictated by business needs
and analysis goals. Data can be extracted in three primary ways:

Update notification
The easiest way to extract data from a source system is to have that system issue a notification when a
record has been changed. Most databases provide a mechanism for this so that they can support
database replication (change data capture or binary logs), and many SaaS applications provide
webhooks, which offer conceptually similar functionality.

Incremental extraction
Some data sources are unable to provide notification that an update has occurred, but they are able to
identify which records have been modified and provide an extract of those records. During subsequent
ETL steps, the data extraction code needs to identify and propagate changes. One drawback of
incremental extraction is that it may not be able to detect deleted records in source data, because there's
no way to see a record that's no longer there.

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Full extraction
The first time you replicate any source you have to do a full extraction, and some data sources have no
way to identify data that has been changed, so reloading a whole table may be the only way to get data
from that source. Because full extraction involves high data transfer volumes, which can put a load on
the network, it’s not the best option if you can avoid it.

3. Explain Data processing and analytics?

 Data processing is the method of collecting raw data and translating it into usable information. It is
usually performed in a step-by-step process by a team of data scientists and data engineers in an
organization. The raw data is collected, filtered, sorted, processed, analyzed, stored, and then presented
in a readable format.

 Data processing is essential for organizations to create better business strategies and increase their
competitive edge. By converting the data into readable formats like graphs, charts, and documents,
employees throughout the organization can understand and use the data.

Data Processing Cycle

Generally, there are six main steps in the data processing cycle:

Step 1: Collection
The collection of raw data is the first step of the data processing cycle. The type of raw data collected
has a huge impact on the output produced. Hence, raw data should be gathered from defined and
accurate sources so that the subsequent findings are valid and usable. Raw data can include monetary
figures, website cookies, profit/loss statements of a company, user behavior, etc.

Step 2: Preparation
Data preparation or data cleaning is the process of sorting and filtering the raw data to remove
unnecessary and inaccurate data. Raw data is checked for errors, duplication, miscalculations or missing
data, and transformed into a suitable form for further analysis and processing. This is done to ensure
that only the highest quality data is fed into the processing unit.

The purpose of this step to remove bad data (redundant, incomplete, or incorrect data) so as to begin
assembling high-quality information so that it can be used in the best possible way for business
intelligence.

Step 3: Input

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In this step, the raw data is converted into machine readable form and fed into the processing unit. This
can be in the form of data entry through a keyboard, scanner or any other input source.

Step 4: Data Processing

In this step, the raw data is subjected to various data processing methods using machine learning and
artificial intelligence algorithms to generate a desirable output. This step may vary slightly from process
to process depending on the source of data being processed (data lakes, online databases, connected
devices, etc.) and the intended use of the output.

Step 5: Output
The data is finally transmitted and displayed to the user in a readable form like graphs, tables, vector
files, audio, video, documents, etc. This output can be stored and further processed in the next data
processing cycle.

Step 6: Storage
The last step of the data processing cycle is storage, where data and metadata are stored for further use.
This allows for quick access and retrieval of information whenever needed, and also allows it to be used
as input in the next data processing cycle directly.

Types of Data Processing

There are different types of data processing based on the source of data and the steps taken by the
processing unit to generate an output. There is no one-size-fits-all method that can be used for
processing raw data.

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Examples of Data Processing

Data processing occurs in our daily lives whether we may be aware of it or not. Here are some real-life
examples of data processing:

 A stock trading software that converts millions of stock data into a simple graph
 An e-commerce company uses the search history of customers to recommend similar products
 A digital marketing company uses demographic data of people to strategize location-specific
campaigns
 A self-driving car uses real-time data from sensors to detect if there are pedestrians and other cars on
the road

4. Explain Sentiment analysis process?

Sentiment Analysis is a Natural Language Processing technique to predict the sentiment or opinion of a
given text. It involves the use of NLP, text analysis, computer linguistic to identify or extract subjective
information.
Types of Sentimental Analysis
 Knowledge Based
 Statistical
 Hybrid
Sentimental Analysis Process
Sentiment analysis steps are deeply intrinsic, comprising many different machine learning and NLP tasks
and subtasks.
Step 1: Data collection
This is one of the most important steps in the sentiment analysis process. Everything from here on will be
dependent on the quality of the data that has been gathered and how it has been annotated or labelled.

API Data - Data can be uploaded through Live APIs for social media. A news API can help you glean
information from all kinds of news publishers, while a Facebook API can allow you to take all the publicly
available data you need from its platform. You can also use open source repositories like Kaggle, Amazon
reviews, or Yelp.

Manual - If you have data that you already have from a CRM tool, you can manually upload that onto the
sentiment analysis API as a .csv file.

Step 2: Data processing

The processing of the data will depend on the kind of information it has - text, image, video, or audio.
Repustate IQ sentiment analysis steps also include handling video content analysis with the same ease it
does text analytics. Below are the sub-tasks.

Audio transcription - The audio from the video data is transcribed through speech to text software to
ensure that any video or audio file (eg. podcast) in the data is not overlooked.

Caption overlay - If there are any captions appearing in the video, they are extracted by Repustate IQ and
analyzed for any appearing entities, aspects, or topics that you have identified as important.

Image overlay - Similarly, the platform recognizes and captures any images in the video or text data
through OCR (optical character recognition)

Logo recognition - Repustate IQ’s intelligent data scanner immediately recognizes any logos that appear
in the video background. This means even videos that appear on the clothes of the presenter or say on an
item like a pen, or mug on the desk. It even picks up logos from background posters. It does it in such a
way so that not even the smallest detail goes unnoticed when the platform conducts sentiment analysis of
your brand.

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Text extraction- All the text is similarly recognized and extracted in the sentiment analysis process. This
includes emojis and hashtags as well, which are a vital part of social media sentiment analysis. Unlike
other sentiment analysis platforms, Repustate IQ ensures that emojis are never left out of data processing
because that could lead to false positives or negatives.

Step 3: Data analysis

There are many subtasks that need to be done for this stage of the sentiment analysis process.

Training the model - The dataset that will be used to train the model needs to be pre-processed and
manually labelled. It is this labelled data that will be used to train the model by comparing the correctly
classified data with the incorrectly classified one. This will help improve the custom model that is created
for a brand.
Multilingual data - In sentiment analysis steps that include multilingual data processing, Repustate IQ has
the dataset for each language individually annotated and trained. This is because the platform does not rely
on translations at all since all the information can get distorted, or nuances lost due to vast differences in
certain languages like Spanish and Korean. This is the reason why Repustate gives the highest accuracy
scores compared to other platforms.

Custom Tags - In this part of the process, custom tags for aspects and themes will be created for the data
such as brand mentions, product name, etc. Once the model has been trained, it will automatically
segregate text based on these custom created tags.

Topic Classification - The topic classifier attaches a theme to a text. For example, this text “The dresses
were awesome, and I found some really good scarves as well.” will be tagged as the topic “clothes”.

 Sentiment Analysis - Each aspect and theme is isolated in this stage by the platform and then
analysed for the sentiment. Sentiment scores are given in the range of -1 to +1. A neutral statement
may be termed as zero.
Step 4 - Data visualization
Once all the steps in the sentiment analysis process have been covered, the insights are quickly turned into
actionable reports in the form of graphs and charts. These reports can then be shared within teams as well.
These visual reports are really important because it is through them that you see granular, aspect-based
results. For example, when you get an average score for your brand, you can filter the results in the
sentiment analysis dashboard to see which aspects got how high a score and which ones got low scores.
This will give you an idea as to what areas need your attention more than others. Thus, at this stage of the
sentiment analysis steps, you get actionable insights that you can use to decide the right course of action
for your growth plans.

5. Explain top technologies used in Data Science.

a) Internet of Things :
 IoT is a network of physical objects embedded with electronics, software, sensors, and
connectivity to enable them to collect and exchange information via the internet.
 One of the benefits of this IoT data science technology is that it can provide real-time alerts and
warnings.
A couple of use cases include the following.
Predictive Maintenance
 Predictive maintenance is the process of identifying potential mechanical failures before they
occur by analyzing information collected from IoT sensors in production machines to predict when
components will need replacement or service. This approach can save companies time and money

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because it enables them to schedule preventive repairs instead of waiting for a failure that would
otherwise result in downtime or unplanned expenses.

Usage-Based Insurance
 Usage-based insurance companies create predictive models using IoT sensor data. Companies use
the information to determine a customer’s risk profile for incidents such as auto accidents, theft
claims, and natural disasters.
b) Streaming Analytics
 Stream analytics is a form of information processing that allows science experts to analyze
information in real time. This is in contrast to batch processing. In batch processing, information is
analyzed after collecting and storing it. As a result, the information only provides retrospective
results instead of timely insights.
 One of the most popular uses of stream analytics is weather forecasting. Scientists analyze a large
amount of information, such as radar images, to find patterns that help them predict the weather in
a particular location.

A few additional use cases are:

 This data science technology can be used by retail companies that wish to predict customer
behavior. The information helps companies better decide when to send out discount coupons
or which items will sell best on a particular day.
 Streaming analytics is used in healthcare to generate insights into patient health status. In this
context, streaming analytics collects information from different sources. This data can be
analyzed to determine patterns or anomalies that may indicate patient health conditions.
Doctors can identify at-risk populations using this information before a disease spreads across
geographical areas.
c) Machine Learning
 Machine learning (ML) is a data science technology that refers to computer programs that perform
tasks without being programmed to do so. This is in contrast to traditional programs where the
developer writes code to instruct the program on how to perform tasks. Machine learning algorithms
learn from information by extracting patterns without explicit instructions.
 Machine learning algorithms automatically get better over time. For example, a program that uses
ML gets better at tasks such as identifying spam emails or diagnosing diseases and analyzing large
volumes of information and recognizing patterns.

The most common approaches to ML are “supervised learning” and “unsupervised learning.”

Supervised Learning: In supervised learning, there is a set of “training data” that describes the
information (e.g., age, height, and weight), along with the desired output variable (e.g., blood pressure).
A training algorithm analyzes the information and produces a model that can be used to predict outputs.
In other words, given a particular input, the program can predict what the output should be.

Unsupervised Learning: In unsupervised learning, there are no known outputs for the data. The goal is
to find structure in the data and group items with similar properties. This is useful for predicting what
the output of a model will be, given a set of input variables.

d) Edge Computing:
 Edge computing is a term used to describe the practice of gathering data closer to the source
where the information was generated. In other words, information is processed and stored
locally rather than being transmitted to a central repository. This data could be in the cloud or
on a device owned and operated by a business.

 Scientists process large volumes of information. Transmitting this amount of information across
the internet to remote servers takes up significant bandwidth. As a result, transferring and

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storing data is slow. However, storing the data in the edge saves bandwidth. This way, data
scientists can perform complex research without speed and bandwidth limitations.
e) Big Data Analytics:
 Big Data refers to the large quantities of information that are so voluminous and complex that
traditional methods for processing them may be inadequate. In some fields, these datasets have
become so large that they can’t be fit on typical storage devices or computers. The fast-
growing volume, variety, and velocity of this type of information present new challenges in
collecting, storing, and analyzing information.

 Big data analytics provides a new way of analyzing information, one that can uncover new
insights and generate useful business decisions.

6. What are the Google Data Analytics Tools?

 Google provides Data Analytics tools like Google Analytics, Google Data Studio, Google Tag
Manager, and others. Google Data Analytics tools have unique abilities for Managing, Visualizing,
Integrating, Storing, Sharing, and Presenting data.

Listed below are the 8 most important Google Data Analytics tools:

 Google Analytics
 Google Search Console
 Looker
 Google Ads
 Google Data Studio
a) Google Analytics
-Google Analytics is one of the widely used Google Data Analytics tools. It is a free Google Data
Analytics tool by Google Marketing Platform that provides Statistics and Analytical tools for tracking
Digital Marketing Campaigns. It is available for free of cost to anyone with a Google account.
Google Analytics helps organizations gauge the success of their campaigns, determine user traffic
sources, track the completion of multiple goals, drive website traffic, discover patterns in user
engagement, and catch visitor information such as demographics.
-Some of its features are Data Collection, Monitoring, Analysis, Reporting, Visualization, and
Integration with other applications. They include Intelligence and Anomaly Detection, Dashboards
and Charts for Data Visualization, Data Filtering, and Manipulation, Predictive Analytics, etc.

b) Google Search Console

-Google Search Console(GSC) is a Google Data Analytics tool that aids maintenance and helps to
monitor and troubleshoot your website’s presence in Google Search Engine Results. It also assists in
diagnosing technical Search Engine Optimization (SEO) issues, understanding your most popular
pages, improving your ranking, and increasing organic traffic. Regardless of the website’s platform,
everyone can use Google Search Console for free. Google Search Console is like having a
Performance Report for your website for tracking important Key Performance Indicators (KPIs) like
Clicks, Impressions, Click-Through Rate, and Average Position on Google Search Engine Results.

-Tracking KPIs helps businesses discover keywords with high or low Click-Through Rates and reveal
site visitor’s intent for better Content Optimization. Google Search Console also features Period-
Over-Period (POP) comparisons to determine changing trends
c) Looker
-Looker is a Google Data Analytics tool that provides you Big Data Analytics platform. It helps you
to easily analyze and share real-time Business Analytics. Google completed the acquisition of Looker

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in 2020, and it’s now a part of Google Cloud. This powerful Business Intelligence (BI) tool is
exceptional for developing insightful Data Visualizations.
-Looker simplifies and expedites the data finding process within organizations by harnessing the
power of SQL to find data rather than traditional Data Extraction methods. It has a user-friendly,
browser-based interface that facilitates Collaborative and Dynamic Dashboards, Customized Visuals,
Scheduled and Automated Report Distribution, and Custom Parameters for alerts
d) Google Ads
-It is a Google Data Analytics tool that provides you an Online Advertising platform. It lets
businesses show their ads and pay whenever a visitor clicks the ad. With Google Ads, companies get
to display relevant ads to the right audience. You can target ads based on Keywords, Location,
Audience Demographics, Duration and Frequency of the Day, and Devices.
-Google Ads also lets you track the actions taken by the audience. Businesses can view and manage
multiple campaigns from the same account and conveniently make changes to campaigns. Another
advantage of Google Ads is that users can put constraints on maximum bids and daily budgets, so
they don’t spend more than they want to.
e) Google Data Studio
-It is a Google Data Analytics tool for Reporting Metrics and Data Visualization. It can pull data from
12 platforms, including Google Analytics, YouTube, CloudSQL, etc., and present them in easy-to-
share, easy-to-modify, and easy-to-read reports.
-There are various Charts, Maps, Widgets, and Graphs for efficient Data Visualization. The versatility
of Google Data Studio makes it a popular choice. It helps businesses to make informed decisions and
achieve their goals. You have access to Unlimited Widgets, Dynamic Reporting and Sharing, Free
Templates, and Tutorials for Training. Google Data Studio is absolutely free to use.

7. Explain about the Digital marketing tools?

• Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication.
• Using digital marketing techniques, you can reach a global audience in a way that's cost-effective,
scalable and measurable
Some of the Tools used for Digital Marketing are;
1. MailChimp
2. Canva Business
3. Trello
4. Slack
5. Yoast SEO
6. Survey Anyplace
7. Ahrefs

a) MailChimp

 MailChimp is a social advertising and email marketing tool designed to orchestrate and automate
digital marketing campaigns.
 It is one of the best digital marketing tools you can get to improve your campaigns and track the
traffic generated. Moreover, the platform allows multiple integrations with different SaaS
companies.
 The tool is quite efficient for email campaigns, using which you can engage with your audience.
MailChimp is a well-renowned name in the world of email marketing.

b) Canva Business

 Canva is a prominent design tool that allows you to develop effective marketing campaigns
through visual content that can be shared on your blogs, websites, social networks, and other
platforms. Visual content is the backbone of any digital marketing campaign. In order to entice
the targeted customer base, you need to design compelling posts.

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The features of Canva:

 Canva allows you to edit posts and create graphs or any type and kind.
 The tool incorporates numerous templates. It boasts a massive library of stock images, photos,
designs, icons, and vectors that you can use to create any type of visual content for your
marketing campaign.

c) Trello

 It is one of the most popular content management tools used by hundreds and thousands of digital
marketers worldwide to create, schedule, and organise content online.

The features of Trello:

 Allows you to create cards and incorporate notes on the card topic while creating deadlines and
assigning topics to specific teams.
 Facilitates remote working where your teams can access their tasks and projects from anywhere.

d) Slack

 Digital marketers use Slack every single day. With Slack, you can discuss client work, new
articles, new projects, new support tickets, share useful content and send messages.

The features of Slack:

 Makes it easier to communicate with team members over the web in real-time.
 Let you follow everything related to the projects, teams and channels.
 Let you do message and video conferencing too.

e) Yoast SEO

 It is one of the most talked-about and used WordPress plugins that help digital marketers to
optimize their websites to perform better in search results.
 Yoast SEO helps with the details where WordPress cannot do much: for submitting sitemaps,
managing keywords, creating content, and using webmaster tools, among other aspects.

The features of Yoast SEO:

The tool comes with a plethora of features that helps in optimizing your website.

 Incorporates built-in content analysis, description management, meta keywords, rich snippets, social
features, XML sitemaps, as well as features to manage duplicate content.
 Allows you to write better content for your digital marketing campaigns. The plugin provides you
access to the Yoast SEO meta box to add meta description and meta title for your content. Moreover,
you don’t have to install a third-party plugin for XML sitemaps.

f) Survey Anyplace:

 SurveyAnyplace is the best tool for marketing professionals to create fun and interactive quizzes,
assessments, and surveys for their targeted customer base.
 It is a great digital marketing tool that will enable you to engage with your target audience and help
build brand identity and personality.

The features of Survey anyplace:

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 Allows you to create questionnaires which return valuable insights.
 Provides personalized advice in return to the respondents.

G) Ahrefs:
 Ahrefs offer a suite of search engine optimization tools, making it easier for you to optimize
your website based on your marketing requirements.
 It is primarily used for checking backlinks, and with its massive data index, the tool is
definitely one of the most sought after digital marketing tools in the market.

The features of Arefs:

 Let you optimize your website.

 Let you find the right websites for your content and strategically choose content topics.
 Helps in analyzing the competitors
 It is a comprehensive SaaS tool that offers snippets of testimonials, data index, and a free trial as
well.
8. Explore the challenges and oppourunities in technology trends mining on platforms like GitHub for
digital marketing and product development.(JAN 2024)(10 MARKS)
Challenges
1. Data Volume and Variety: GitHub hosts millions of repositories with diverse data types, including code,
issues, and comments. Extracting meaningful trends from this massive dataset requires sophisticated
algorithms and significant computational resources.
2. Data Quality and Noise: Many repositories may be incomplete, abandoned, or irrelevant. The presence of
spam, bots, and low-quality contributions complicates data mining efforts. Ensuring data quality and
relevance is essential.
3. Context Understanding: Understanding the context of code changes and discussions is crucial. Code
snippets alone are insufficient; contextual information from comments, issues, and pull requests is
necessary but difficult to interpret accurately.
4. Rapid Evolution of Technology: Technologies change quickly. Keeping models and algorithms updated
to reflect the latest trends is challenging, as what is popular today might become obsolete tomorrow.
5. Multilingual Repositories: GitHub hosts repositories in multiple programming languages, each with
unique syntax and conventions. Mining trends across different languages requires multi-lingual processing
capabilities.
6. Privacy and Ethical Concerns: Mining public repositories raises privacy and ethical issues. Ensuring
ethical data use and compliance with privacy regulations is crucial.
Opportunities
1. Identifying Emerging Technologies: Analyzing GitHub trends helps identify emerging technologies and
frameworks early, allowing businesses to adopt new technologies before competitors.
2. Gauging Developer Interest: Popularity metrics such as stars, forks, and contributions provide insights
into developer interest and technology adoption, guiding product development.
3. Competitor Analysis: Monitoring competitors' repositories offers insights into their technology stack and
development focus, aiding strategic decision-making.
4. Product Roadmap and Feature Prioritization: Trends and developer needs inform product roadmaps,
ensuring alignment with market demands.
5. Targeted Marketing Strategies: Insights from GitHub enhance digital marketing by enabling targeted
campaigns that resonate with developers.
6. Community Engagement and Feedback: Mining discussions provides direct feedback from the
developer community, helping refine products and improve user satisfaction.
7. Collaborative Opportunities: Identifying active contributors opens opportunities for collaboration,
partnerships, and hiring, enhancing product development and community building.
8. Innovation and R&D: Continuous monitoring inspires new ideas and innovations, driving research
and development efforts.

13 DATA SCIENCE AND DIGITAL MARKETING SYSTEMS