Are you working on your next television commercial or designing a new billboard? That’s great maybe when your customers take time to look up from their cellphones they will actually see it. Traditional marketing is only for the experts that have big budgets and small mindsets. Yea, I said it. Your customer base is spending all their free time sharing how-to cooking videos on Facebook, snapping their friends on SnapChat or crafting #hashtags and filters on Instagram posts. Where is your money better spent? This presentation will discuss the trends taking place right now, and the opportunities that big data is providing to help you build your first REAL digital strategy. MEET ROSS MORRONE Ross Morrone is the Director of Marketing at Youngstown State University. He has over 10 years of experience with a focus on digital marketing, advertising, branding, social media, content building and analytics. He is an online instructor for Brandeis University in Boston where he teaches Social, Web and Marketing Analytics and Strategic Analytics and Visualization for Big Data. Follow and connect with Ross on Twitter @rossmorrone, Snapchat @thisismarketing, read his blog on www.rossmorrone.com or listen to his weekly podcast, This is Marketing on iTunes.

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Presentation by: Ross Morrone
August 4, 2016
TRADITIONAL MARKETING IS DEAD:
How to Use Big Data to Build Your Digital Strategy

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WHAT IS BIG DATA?
Big data is a term that describes the large volume of data
– both structured and unstructured – that inundates a
business on a day-to-day basis. But it’s not the amount of
data that’s important. It’s what organizations do with the
data that matters. Big data can be analyzed for insights
that lead to better decisions and strategic business
moves.
source: sas.com

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THE DIGITAL MARKETING FUNNEL

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ANALYTICS

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CURRENT SOCIAL MEDIA USERS

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FACEBOOK

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TWITTER

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SNAPCHAT

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SNAPCHAT USER DATA

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GOOGLE ANALYTICS

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USER PERSONAS

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Gender:
Female / 66% - Primary
Male / 33% - Secondary
Age:
18 - 24 / 45 - 54
Top Engaged Content Type:
1. Photos
2. Video
Post Content:
Alumni success
Graduation
Photos
Location:
Youngstown
Boardman
Austintown
Device:
Mobile
Gender:
Male / 72% - Primary
Female / 28% - Secondary
Age:
n/a
Top Engaged Content Type:
1. Photos
2. Video
Post Content:
Athletics
Articles
Events
Location:
Ohio / 64%
PA / 9%
Device:
Mobile
Gender:
Male / 54% - Primary
Female / 45% - Secondary
Age:
18 - 24
Top Engaged Content Type:
Depends on traffic source and
page funnel pathway.
Post Content:
Program research
Financial Aid
Admissions
Location:
Youngstown
Boardman
Austintown
Device:
Desktop: 74%
Mobile: 27%

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DIGITAL MARKETING
STRATEGY

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2016 SURVEY: MARKETING BUDGET ALLOCATIONS

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SHARE OF GLOBAL AD EXPENDITURES

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DIGITAL MARKETING STRATEGY
DIGITALMARKETINGFUNNEL
DIGITALMARKETINGSTRATEGY

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