Digital Marketing Analytics

3.

Data Collection and Infrastructure

3.1.

Digital Data Sources

3.1.1.

First-Party Data

3.1.1.1.

Website Analytics

3.1.1.2.

Customer Relationship Management Systems

3.1.1.3.

Email Marketing Platforms

3.1.1.4.

Mobile App Data

3.1.1.5.

Transaction Records

3.1.2.

Second-Party Data

3.1.2.1.

Partner Data Sharing

3.1.2.2.

Collaborative Datasets

3.1.2.3.

Industry Consortiums

3.1.3.

Third-Party Data

3.1.3.1.

Data Provider Services

3.1.3.2.

Audience Intelligence Platforms

3.1.3.3.

Market Research Data

3.2.

Data Collection Mechanisms

3.2.1.

Tracking Technologies

3.2.1.1.

Pixel-Based Tracking

3.2.1.2.

JavaScript Tags

3.2.1.3.

Server-Side Tracking

3.2.2.

Cookie Technology

3.2.2.1.

First-Party Cookies

3.2.2.2.

Third-Party Cookies

3.2.2.3.

Cookie Alternatives

3.2.3.

Campaign Tracking Parameters

3.2.3.1.

UTM Parameter Structure

3.2.3.2.

Custom Parameter Creation

3.2.3.3.

Tracking Best Practices

3.2.4.

Application Programming Interfaces

3.2.4.1.

API Fundamentals

3.2.4.2.

Data Integration Methods

3.2.4.3.

Real-Time Data Access

3.3.

Analytics Platform Ecosystem

3.3.1.

Web Analytics Platforms

3.3.1.1.

Google Analytics

3.3.1.1.1.

Universal Analytics

3.3.1.1.2.

Google Analytics 4

3.3.1.1.3.

Configuration and Setup

3.3.1.2.

Adobe Analytics

3.3.1.2.1.

Platform Capabilities

3.3.1.2.2.

Implementation Requirements

3.3.1.3.

Alternative Platforms

3.3.2.

Social Media Analytics Tools

3.3.2.1.

Native Platform Analytics

3.3.2.1.1.

Facebook Analytics

3.3.2.1.2.

Twitter Analytics

3.3.2.1.3.

LinkedIn Analytics

3.3.2.1.4.

Instagram Insights

3.3.2.2.

Third-Party Social Tools

3.3.3.

Search Marketing Platforms

3.3.3.1.

Google Search Console

3.3.3.2.

Google Ads Analytics

3.3.3.3.

Microsoft Advertising

3.3.3.4.

SEO Analytics Tools

3.3.4.

Email Marketing Analytics

3.3.4.1.

Platform-Specific Analytics

3.3.4.2.

Deliverability Monitoring

3.3.4.3.

Engagement Tracking

3.3.5.

Customer Relationship Management Analytics

3.3.5.1.

CRM Platform Analytics

3.3.5.2.

Sales Pipeline Tracking

3.3.5.3.

Customer Interaction History

3.3.6.

Data Visualization and Business Intelligence

3.3.6.1.

Google Data Studio

3.3.6.2.

3.3.6.3.

Microsoft Power BI

3.3.6.4.

Custom Dashboard Solutions

3.4.

Tag Management Systems

3.4.1.

Tag Management Fundamentals

3.4.1.1.

Centralized Tag Control

3.4.1.2.

Implementation Benefits

3.4.1.3.

Governance Considerations

3.4.2.

Implementation Strategy

3.4.2.1.

Container Setup

3.4.2.2.

Tag Configuration

3.4.2.3.

Trigger Management

3.4.2.4.

Variable Definition

3.4.3.

Quality Assurance and Testing

3.4.3.1.

3.4.3.2.

Data Validation

3.4.3.3.

Performance Impact Assessment

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4. Website Analytics Deep Dive