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Session 1 - Introduction to Digital Analytics - Coggle Diagram

- - - - Narrow AI = designed to perform a specific task or solve a particular problem within a well-defined domain (ex: virtual assistants (Siri/Alexa), facial recognition software, credit scoring, customer retention scoring, response models...)
      - General AI (state-of-the-art) = automated social media bot that aims to achieve human-level intelligence, capable of understanding, learning, and applying knowledge across a wide range of domains
        
        Can grasp complex concepts, reason, make decisions & adapt to new situations
        
        ex: Hypothetical AI systems that can master any task, learn from any data, and generalize their knowledge to new problems
        
        Can make decisions even when data is not perfect
      - Super AI = intelligence that surpasses human capabilities in all aspects
        
        Operated without human intervention, can solve currently impossible problems for humans (ex: solve world hunger; achieve consciousness, design new technologies)
  - - - Digital analytics => Web analytics or e-commerce analytics = a subset of marketing analytics that specifically focuses on the collection, analysis, and interpretation of data from digital channels, such as websites, apps, and social media platforms. It tracks user engagement, conversion rates, and marketing ROI
- - - - Online advertising that uses visual elements (images, videos & rich media)
    - - Search Engine Marketing (SEM)
      - Search Engine Advertising (SEA) = paid ad to be on top of search results
      - Search Engine Optimization (SEO) = ensure brand's at the top of the search results
      - Search Engine Results Page (SERP) = page that appears after you enter a search query into a search engine
      - Illustration of Visual Inspection Scopes
        
        Transactional Search (TRAN) = cust. intent to buy ("buy new running shoes"; "book a flight to Paris")
        
        Information Search (INFO) = cust. intent to learn = "how to cook a chicken?"; "what is?; why?; where?
        
        Navigational Search (NAVI) = name of the website or page = "facebook"; "amazon"
    - - User-generated content (UGC) (YTB, FB)
        
        Full episode players (FEP) & Over-the-top streaming services (OTT) (Netflix, Disney+)
      - Important role in shopping behavior
    - - Offer the possibility to connect w/ great nbr of consumers in a highly personalized way
      - Target segments quickly & efficiently
- - - - Small pieces of data (text files) that a website stores on a user's computer or mobile device when they visit the site, they allow websites to remember user preferences, track browsing behavior, and tailor content or advertisements to the indiv.
      - Your internet "name tag"
    - - Small pieces of code that initialize when someone performs an action in a browser (loading a web page or clicking an object)
      - Critical for collecting 2nd-party (2P) data
      - Collect data related to the behavior on the website.
    - - = (user authentication) allow users to access online services by providing their credentials (automatic passwords; credit card info...)
      - Capture the behavior without cookies
      - Important for 1P data
  - - - Data that a company collects directly from its customers (ex: website, CRM system, or loyalty program)
      - most valuable type of data because bc from the customer = most accurate & reliable
    - - Data collected for the company by another company that has a direct relationship w/ a cust.(e.g. survey data) through a brand's website analytics tool (Google/Adobe analytics...)
      - 2P data is considered to be less valuable than 1P data bc it is not directly from the customer and may be less accurate & reliable
    - - Data that a company obtains from a 3rd-party source that does not have a direct relationship w/ its cust. (public websites, social media, and mobile devices)
      - Least valuable type of data because it is not directly from the customer and may be the least accurate and reliable