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Ethical Hacking – OMCC301

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Introduction to Marketing Analytics

Software
Marketing analytics software helps businesses
analyze customer data, marketing campaigns,
and sales performance to make data-driven
decisions. It integrates various tools and
techniques to track, measure, and optimize
marketing efforts.
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What is Marketing Analytics Software?

Marketing analytics software collects, processes,
and interprets data from multiple marketing
channels, including social media, websites,
email campaigns, and paid ads. It provides
insights into customer behavior, campaign
effectiveness, and ROI (Return on Investment).
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Key Features of Marketing Analytics

Software
Data Integration – Connects multiple data sources like Google Analytics,
CRM, social media, and ad platforms.
Customer Segmentation – Groups audiences based on demographics,
behaviors, and interests.
Campaign Performance Tracking – Monitors engagement,
conversions, and revenue from marketing campaigns.
Predictive Analytics – Uses AI & machine learning to forecast trends
and customer behavior.
Dashboard & Reporting – Provides interactive dashboards for real-time
insights.
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Popular Marketing Analytics Software

Google Analytics – Tracks website traffic

and user behavior.
Tableau – Data visualization for marketing
insights.
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Benefits of Using Marketing Analytics

Software
Better Decision-Making – Data-driven insights help
optimize strategies.
Higher ROI – Identifies high-performing campaigns and
reduces wasteful spending.
Improved Customer Targeting – Segmentation helps
personalize marketing efforts.
Competitive Advantage – Helps businesses stay ahead
by analyzing market trends.
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Challenges in Marketing Analytics

🚧 Data Overload: Too much data can be overwhelming.
💡 Solution: Use visualization tools (Tableau, Power BI) to filter key insights.
🚧 Data Accuracy Issues: Incomplete or inconsistent data can lead to poor
decisions.
💡 Solution: Regular data cleaning and integrating automated tracking
systems.
🚧 Attribution Challenges: Difficult to track which channels drive conversions.
💡 Solution: Implement multi-touch attribution models to analyze customer
journeys.
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Future Trends in Marketing

Analytics Software
• 🔮 AI & Machine Learning Integration – Smarter
predictive insights and automated recommendations.
🔮 Voice & Visual Search Analytics – Tracking search
behavior beyond text queries.
🔮 Privacy & Data Security Compliance – Ensuring
GDPR, CCPA, and other compliance measures.
🔮 Omnichannel Attribution Models – More accurate
measurement of marketing touchpoints.
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Future Trends in Marketing

Analytics Software
• AI & Machine Learning in Marketing Analytics
• Omnichannel Analytics & Unified Data
Management
• Advanced Attribution Models for Marketing
ROI
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• Real-Time & Automated Marketing Analytics

• Privacy-First Analytics & Cookieless
Tracking
• Blockchain & Decentralized Marketing
Analytics
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• Hyper-Personalization with AI-Driven

Marketing
• No-Code & Low-Code Marketing Analytics
Platforms
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AI & Machine Learning in Marketing

Analytics
How AI is Changing Marketing Analytics:
✅ Automated Data Processing – AI reduces manual effort by
cleaning and structuring large datasets.
✅ Predictive Analytics – AI models predict customer behavior,
helping marketers anticipate trends.
✅ Customer Sentiment Analysis – Uses Natural Language
Processing (NLP) to analyze social media, reviews, and feedback.
✅ Chatbot & Conversational Analytics – Tracks engagement
patterns from chat interactions.
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Omnichannel Analytics & Unified Data

Management
Omnichannel analytics tracks customer
interactions across multiple touchpoints (web,
mobile, email, social media, physical stores) to
provide a holistic view of the customer journey.
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Key Benefits:
✔️Combines offline & online data for a 360° customer
view.
✔️Ensures consistent customer experience across
different channels.
✔️Helps brands understand cross-device behavior (e.g.,
a user starts on mobile and completes the purchase on
desktop).
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Advanced Attribution Models for

Marketing ROI
✅ Linear Attribution – Distributes credit equally across all
customer touchpoints.
✅ Time Decay Model – More weight is given to
interactions closer to conversion.
✅ Data-Driven Attribution – Uses AI to determine which
channels drive conversions based on historical data.
✅ Markov Chain Model – Calculates the probability of
conversion if a certain touchpoint is removed.
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Real-Time & Automated Marketing

Analytics
Use Cases:
✔️Dynamic Pricing – Adjusts prices based on
competitor trends and demand.
✔️Ad Optimization – Allocates budget
dynamically to high-performing ads.
✔️Fraud Detection – Identifies unusual click
patterns in PPC campaigns.
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Privacy-First Analytics & Cookieless

Tracking
🌍 The End of Third-Party Cookies & Rise of
First-Party Data
•Google is phasing out third-party cookies in
Chrome, leading to new tracking methods.
•Marketers must shift to first-party data (data
collected directly from customers).
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Solutions for Cookieless Marketing Analytics:

✅ Google’s Privacy Sandbox – Alternative ad-tracking
method without personal data collection.
✅ Server-Side Tracking – Collects user data directly from
a website’s server instead of browsers.
✅ AI-Powered Predictive Analytics – Uses machine
learning to fill data gaps caused by privacy restrictions.
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Blockchain & Decentralized

Marketing Analytics
Key Benefits:
✅ Eliminates Ad Fraud – Ensures ad impressions are
genuine and not bot-generated.
✅ Decentralized Data Ownership – Gives customers
more control over their personal data.
✅ Smart Contracts – Automates transactions between
advertisers and publishers.
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Hyper-Personalization with AI-Driven

Marketing
What is Hyper-Personalization?
•Moves beyond segmentation and customizes
marketing messages for each individual user.
•Uses AI, behavioral data, and real-time analytics
to create highly personalized content and
offers.
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Applications:
✔️Personalized Email Campaigns – AI
recommends content based on past
interactions.
✔️AI Chatbots – Conversational AI tailors
responses based on user history.
✔️E-Commerce Product Recommendations
– AI suggests products based on browsing
behavior.
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No-Code & Low-Code Marketing

Analytics Platforms
🚀 Why No-Code Analytics?
•Allows marketers without technical skills to build
dashboards and automate reports without coding.
•Democratizes data analytics by enabling marketers
to analyze insights without relying on data scientists.
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What is Google Analytics

Google Analytics (GA) is a free web analytics
tool offered by Google that helps businesses track
and analyze website traffic. It provides insights into
user behavior, traffic sources, engagement,
and conversions, helping businesses optimize
their digital marketing strategies.
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Who Uses Google Analytics?

✅ Website owners and bloggers
✅ Digital marketers and advertisers
✅ E-commerce businesses
✅ SEO specialists
✅ App developers
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Key Features of Google Analytics

Real-Time Analytics – Tracks visitors currently on the site.
🔹 Audience Insights – Analyzes user demographics, interests, and device
usage.
🔹 Acquisition Reports – Shows how users arrive on the website (organic
search, social media, paid ads, etc.).
🔹 Behavior Reports – Tracks page views, bounce rates, and time spent on site.
🔹 Conversion Tracking – Measures goals, such as form submissions,
purchases, and sign-ups.
🔹 E-Commerce Tracking – Tracks online sales, revenue, and product
performance.
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Versions of Google Analytics

✅ AI-based predictive analytics
✅ Cookieless tracking and privacy
compliance
✅ Cross-device and mobile app tracking
✅ More flexible reporting and event-based
data model
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How Google Analytics Works

11️⃣ Set Up a Google Analytics Account – Sign
up at analytics.google.com.
2️⃣ Install Tracking Code – Add a
unique JavaScript code to your website.
3️⃣ Collect Data – GA tracks user
interactions and sends data to Google servers.
4️⃣ Analyze Reports – Use dashboards
to monitor traffic, user behavior, and conversions.
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Benefits of Google Analytics

✔️Free & Powerful – No cost for standard features.
✔️Deep Customer Insights – Understand visitor behavior and
preferences.
✔️Marketing Optimization – Identify best-performing campaigns.
✔️SEO & Content Strategy – Discover top-ranking pages and
keywords.
✔️Custom Reports & Integrations – Works with Google Ads, Search
Console, and BigQuery.
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Key Features of Google Analytics

Real-Time Analytics
•Live data tracking – See active users,
locations, and interactions in real time.
•Monitor live traffic spikes from campaigns,
social media, or emails.
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Audience Analysis
•User demographics – Age, gender,
interests.
•Technology insights – Device types,
operating systems, browsers.
•User engagement – Frequency, session
duration, bounce rates.
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Acquisition Reports (Traffic Sources)

Find out where visitors come from:
🔹 Organic Search – Traffic from Google, Bing, Yahoo, etc.
🔹 Paid Search (PPC) – Visitors from Google Ads or other paid
campaigns.
🔹 Social Media – Facebook, Instagram, LinkedIn, etc.
🔹 Direct Traffic – Users who type the URL directly.
🔹 Referral Traffic – Visitors from other websites linking to your
site.
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Behaviour Reports (User Actions)

Page Views – Which pages users visit the most.
Session Duration – How long visitors stay.
Bounce Rate – Percentage of users who leave after viewing only one page.
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Conversion & Goal Tracking

Track important business actions, such
as:
✔️Form submissions
✔️Product purchases
✔️Newsletter sign-ups
✔️Button clicks
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How Google Analytics Works

A) Data Collection
•Google Analytics collects data through a tracking code
(JavaScript snippet) installed on a website or app.
B) Data Processing
•The collected data is processed into meaningful
reports, showing user activity, traffic patterns, and
conversions.
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C) Report Visualization
•Google Analytics offers dashboards with
charts, graphs, and tables to analyze
insights easily.
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Common Google Analytics Challenges &

Solutions
🚧 Challenge 1: Data Overload
💡 Solution: Use custom reports and filters to
focus on key metrics.
🚧 Challenge 2: High Bounce Rate
💡 Solution: Improve page speed, content, and
user experience.
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🚧 Challenge 3: Not Tracking the Right Metrics

💡 Solution: Set up custom events and goals
based on business objectives.
🚧 Challenge 4: Privacy & GDPR Compliance
💡 Solution: Implement cookie consent banners
and enable IP anonymization in GA4.
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Google Analytics Integrations

🔹 Google Ads – Track paid campaign performance.
🔹 Google Tag Manager – Manage tracking tags without
editing code.
🔹 Google Data Studio – Create interactive marketing
dashboards.
🔹 Google Search Console – SEO performance tracking.
🔹 E-commerce Platforms – Shopify, WooCommerce,
Magento.
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Future of Google Analytics

🔮 AI & Predictive Analytics – GA4 offers machine
learning insights.
🔮 Cookieless Tracking – Privacy-first analytics will
replace cookies.
🔮 Deeper Cross-Device Tracking – Better attribution
modeling for multi-device journeys.
🔮 Voice & Video Analytics – Tracking voice search and
video engagement.
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💡 Key Takeaways
✅ Google Analytics tracks website & app performance.
✅ GA4 is the latest version, replacing Universal Analytics.
✅ AI & Machine Learning provide predictive insights.
✅ Helps businesses optimize digital marketing
strategies.
✅ Integrates with Google Ads, SEO tools, and eCommerce
platforms.
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Adobe Analytics
Adobe Analytics is an enterprise-level web
analytics tool that provides advanced real-time
data collection, deep customer insights, and
predictive analytics. It is part of the Adobe
Experience Cloud, offering businesses powerful
tools to track, analyze, and optimize digital
experiences.
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Key Features of Adobe Analytics

A) Advanced Data Collection & Real-Time Tracking
•🔹 Collects data from multiple digital touchpoints, including:
✔️Websites (Page views, clicks, conversions)
✔️Mobile Apps (App installs, screen views, in-app purchases)
✔️IoT Devices (Smart TVs, wearables, connected cars)
✔️Call Centers & Offline Data (CRM, POS systems)
•🔹 Real-Time Analytics – Provides up-to-the-second reporting on user
behavior.
🔹 Custom Event Tracking – Allows tracking of specific user actions (e.g.,
downloads, video engagement, form submissions).
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Customer Journey Analysis

🔹 Pathing Reports – Tracks how users move through your
website/app.
🔹 Flow Analysis – Visualizes drop-off points in the conversion funnel.
🔹 Attribution Models – Assigns credit to different marketing
touchpoints (first-click, last-click, multi-touch).
💡 Example: A retailer can track how users navigate from a landing
page to product pages and checkout, identifying where users drop off.
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AI & Predictive Analytics (Adobe Sensei AI)

✅ Predictive Metrics – Forecasts future trends and behaviors.
✅ Anomaly Detection – Identifies unexpected spikes or drops in
traffic.
✅ Automated Segmentation – Groups customers based on behavior.
✅ Customer Retention Analysis – Helps businesses improve repeat
visits and purchases.
💡 Example: Adobe Sensei can predict which users are most likely
to convert based on past behavior.
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Data Visualization & Custom Reporting

✅ Drag-and-Drop Report Builder – Customize dashboards
without coding.
✅ Cohort Analysis – Tracks user retention over time.
✅ Custom Metrics & Dimensions – Allows businesses to
create tailored analytics.
💡 Example: A media company can build a report showing
how often users return to read articles and how long they
stay on the page.
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Comparison
Purpose & Target Audience
•Google Analytics (GA4) is designed for businesses of all
sizes, particularly small to medium enterprises (SMEs). It
provides basic to intermediate-level insights into website
and mobile app traffic, user interactions, and marketing
performance.
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Adobe Analytics is an enterprise-grade solution

tailored for large organizations that require
advanced data collection, segmentation, and
predictive analytics. It is ideal for businesses with
complex customer journeys that span multiple
channels.
💡 Key Difference:GA4 is simpler and more
accessible, whereas Adobe Analytics is more
powerful but requires expertise.
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Data Collection & Tracking

GA4 uses an event-based data model,
automatically tracking interactions such as
page views, clicks, and conversions. While it
offers customization, it is generally limited
to web and mobile app tracking.
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• Adobe Analytics provides greater flexibility in defining custom

metrics and tracking parameters. It supports multiple data sources,
including web, mobile, IoT devices, CRM systems, call centers, and
offline transactions.
• 💡 Key Difference:
GA4 is easier to set up but limited in data integration, whereas
Adobe Analytics allows for highly customizable and omnichannel
tracking.
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User Journey Analysis &

Attribution
GA4 offers basic customer journey analysis with
funnel visualization, behavior pathing, and data-
driven attribution. However, its attribution models
are less flexible compared to Adobe Analytics.
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• Adobe Analytics provides multi-touch attribution and

deep segmentation, allowing businesses to track users
across multiple touchpoints (website, mobile app,
customer support, email, etc.). It enables real-time
decision-making based on customer interactions.
💡 Key Difference:
GA4 provides standardized journey tracking, while
Adobe Analytics enables customized, in-depth user
journey analysis across multiple platforms.
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Data Processing & Reporting

GA4 offers predefined reports and a limited
ability to create custom dashboards. While it
integrates with Google Data Studio, its reporting
features are relatively basic compared to Adobe
Analytics.
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• Adobe Analytics uses the Analysis Workspace, which

allows users to build fully customized reports with
drag-and-drop functionality. It enables businesses to
analyze data at a granular level, segment users
dynamically, and apply complex queries.
• 💡 Key Difference:
GA4 provides simplified reporting, while Adobe
Analytics allows for custom, in-depth reporting tailored
to business needs.
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AI & Predictive Analytics

GA4 includes Google’s AI-powered insights,
offering predictive analytics such as churn
probability, revenue forecasting, and anomaly
detection. However, it is not highly
customizable.
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• Adobe Analytics uses Adobe Sensei AI, which enables

advanced predictive modeling, automated anomaly
detection, and machine learning-driven insights.
Businesses can create custom AI models based on
their specific data needs.
• 💡 Key Difference:
GA4 offers basic AI-powered insights, while Adobe
Analytics provides more advanced and customizable
AI-driven analytics.
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Privacy & Compliance

GA4 has been designed with privacy-first
tracking, supporting cookieless tracking, IP
anonymization, and GDPR/CCPA compliance.
However, data retention policies limit historical
data storage.
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• Adobe Analytics offers more control over data

privacy, allowing organizations to define custom data
retention policies. It provides secure, first-party data
collection that can be tailored to industry-specific
compliance requirements.
• 💡 Key Difference:
GA4 follows a privacy-first approach but has data
limitations, while Adobe Analytics offers greater
control over privacy and compliance.
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Cost & Accessibility

GA4 is free, making it an attractive option for
small businesses and startups. However, Google
Analytics 360 (the premium version) costs
around $150,000 per year, offering more data
capacity and advanced support
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• Adobe Analytics is a premium tool with pricing that

starts at $50,000+ per year, depending on data volume
and features. It requires dedicated implementation and
training, making it suitable for large enterprises.
• 💡 Key Difference:
GA4 is cost-effective and accessible, while Adobe
Analytics is a high-cost, enterprise-level solution.
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Implementation & Learning Curve

GA4 is relatively easy to set up and use,
especially for businesses already using Google’s
ecosystem. However, it lacks extensive support
for customization beyond standard tracking.
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Adobe Analytics requires technical expertise for implementation,

including custom tagging, API integrations, and advanced report
setup. Businesses often need specialized teams or Adobe
consultants to maximize its potential.

💡 Key Difference
GA4 is beginner-friendly, while Adobe Analytics requires technical
expertise for full utilization.
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