Automation in Digital Marketing

Analysis with Python

Updated: May 2021 | AQ Binar Insight

Happy at a Glance +

Herdy Happy Hadi

Marketing Technologist at PT Astra International Tbk

Education
Business Management of Telecommunication and Informatics, Telkom
University

Experiences
● 2 years as Web Quality Control Specialist at PT Astra Digital
Internasional
● 1.5 years as Marketing Technologist and Digital Marketing Analyst
at PT Astra International Tbk

https://www.linkedin.com/in/herdy-happy/
herdyhappy
+62 89611507412
herdyhappy
Topic What is Marketing Automation?

Discussion + Why we need to implement Marketing Automation?

Several tools that support Marketing Automation activities

Why python can improve your digital marketing operations?

Soft skills you need to improve your analytical skill using python

Infrastructures for implementing Marketing Automation using Python

SAMPLE
● Rekomendasi: untuk mendapatkan kepercayaan dari peserta belajar dan membuat peserta belajar lebih
nyaman untuk berdiskusi maupun bertanya, Anda bisa memberikan disclaimer atau pernyataan eksplisit
bahwa Anda ingin mendengar dari peserta juga.

Contoh disclaimer/heads up
Before we go any further

Let me know you better:

https://www.menti.com/7gbitvziws
Academy
Binar

Marketing
Automation

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Use Case

1. We have 8 account from each channel (Google ads & Facebook

ads)
2. Inside those accounts, we have at least 2 campaign running each
channel
3. To optimize those campaign at least we need to monitor
performance data 2 times each day
4. At the end of the week we need to extract all those performance
data to create a report and insight for next week plan
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Binar

What is the
solution?

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Marketing + Automation

Marketing automation uses software to automate monotonous marketing work.

Marketing departments can automate repetitive tasks.

● Marketing automation allows you to

automate repetitive, but necessary
marketing tasks
● Marketing automation is the use of software
and technology to aid sales and marketing
by automating tasks
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Why Marketing
Automation is the
answer?

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Research

“In a recent study (mentioned on the website

invespcro.com), it has been seen that there is a 14.5%
boost in the sales productivity. And it is possible by
using marketing automation. Apart from this, a 12.2%
decrease is also accomplished in marketing expenses.
Overall, 80% of the total users find an increase in the
number of leads that they see, along with a 77%
increase in conversions.”
Comparison of doing Digital Marketing +

Style 1 Basic Style 2 Marketing + Automation

1. Open web browser 1. Automation Tools
2. Go to Google and FB ads dashboards
3. Open necessary report ● Data collection tools
4. Set date range of report you want to export
5. Export the data ● Task automation tools
6. Open downloaded data using excel
● Data Visualization
7. Calculate using formula tools
8. Visualize the trends
9. Get insight
10. Optimize Campaign 1. Optimize Campaign

On Demand Report Realtime Report

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Marketing
Automation Tools

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Automation tools that might be useful for digital marketing activities +

There are some people who understand your pain and decided to create an easier
way to do some digital marketing operations

Data Collection Task Automation

Data Visualization
Data Collection Tools

Supermetrics, Funnel and Portermetrics

Data Collection tools moves your marketing data from all your platforms into destinations like Google
Sheets, Excel, Google Data Studio, and data warehouses such as Snowflake, BigQuery, and Amazon
Redshift, among others.

What platforms can I pull data from?

● Paid media (including Facebook Ads, Google Ads, and TikTok Ads)
● Web analytics (including Google Analytics and Adobe Analytics)
● Social media (including Facebook, Instagram, and Twitter)
● SEO (including Google Search Console, Google My Business, and Ahrefs)
● Ecommerce (including Shopify, Klaviyo, and Stripe)
● Mobile and app analytics (including Apple Public Data, and Facebook Audience Network)
● Email (including Mailchimp)
● Sales (including Salesforce, HubSpot, and CallRail)
Task Automation Tools

Zapier, Pabbly, MS.PowerAutomate

Task Automation Tool allows you to automate recursive processes that loop between two or more apps
without any coding skills.

What activities can Task Automation Tools handle?

● Workflows
● Task Scheduling.
● Webhooks.
● Data forwarder and email parser.
● A limitless amount of premium apps are available.
● Routers for paths.
● Filters.
● Formatters.
● Generate leads with forms
● Create an email marketing engine
Task Automation Tools

Looker, Tableau
Data visualization allows the brain to process a large amount of data in one glance.

What activities can Visualization Tools handle?

● Integrated Data collection, storage, and access
● Realtime Data Visualisation
Tools positioning

easy to use

fully customized
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Now, Let’s focus on

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Why Python? +

● Python is open source programming language and commonly used for developing
websites and software, task automation, data analysis, and data visualization.
Since it’s relatively easy to learn, Python has been adopted by many non-
programmers such as accountants and marketers, for a variety of everyday tasks.
Python + APIs
● There is an amazing amount of data available on the Web. Many web services, like YouTube and GitHub, make
their data accessible to third-party applications through an application programming interface (API). One of
the most popular ways to build APIs is the REST architecture style. Python provides some great tools not only to
get data from REST APIs but also to build your own Python REST APIs.

source: https://blog.hubspot.com/website/application-programming-interface-api
Python x Graph API and Google Ads API
Both Facebook Ads API and Google Ads API allows you to create and manage your ads
programmatically without the Ads Manager UI. Another benefit is that you can use API to retrieve data
about your ads to make custom reports, build dashboards and analyze the performance of your ads in
different ways.
Python x Facebook Graph API Example
Academy
Binar

Python for Data

Analysis

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Python for Data Analysis

Automate Massive File Operations

● Python has amazing libraries and it’s
the perfect fit to solve these problems.
● Pandas library is a godsend when
doing data analysis.
● Numpy libraries is savior when you
have math calculation from the data
● Matplotlib is a python library used to
create 2D graphs and plots by using
python scripts.
● Jupyter notebook makes data mining
through large datasets super fast

All of these combined, it is possible for you to improve several activities in

Digital Marketing operations
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Python is free and open for

everyone !

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Python is free and available in multi type of platform

Python is a cross-platform programming

language, which means that it can run on
multiple platforms like:

● Windows
● macOS
● Linux,
● and has even been ported to the Java
and .NET virtual machines. It is free
and open-source.
Python is popular !

Why is Python so popular? What is

it about Python that seems to
capture the interest of developers,
new and experienced alike?

1. Easy to learn
2. Supportive community
3. Flexible
4. Well suited to data science
and analytics
5. Widely used with IoT
Technology
6. Empowers custom automation
Easy to Learn (comparison)
Academy
Binar

Enabler on automate your

task using python

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Curiousity
“Marketing Technologist appeared because of there are plenty of issues that need
to be solved”

Rule: Effective + Efficient

● Start from asking 5W + 1H
○ What is the main issue?
○ Who is the person that experiencing that issue?
○ Why is that happening?
○ When is the issue comes up?
○ What we can do to solve the issue?
○ How do we solve the issue?
● Plus, eager to learn new things
Patient

● Coding is powerful yet exhausting,

even for pro.

● The key to mastery in programming

language is to be patient. There is
process, just learn it consistently, try
to create some projects. And try to
‘breakdown’ how your brain thinking,
Logic and Algorithm are besties!
Practice makes perfect

● No one arrived at the top without starting at the

bottom, it is the same with learning to code

● Try to create simple ‘Hello World’ program combine

it with consistency there is possibilities that you can
create a high level project such as automation tools
or more
Some Quotes

“Consistency is very important when you are learning a

new language. We recommend making a commitment to
code every day. It may be hard to believe, but muscle
memory plays a large part in programming”

- Krishelle Hardson-Hurley,
https://realpython.com
Academy
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The Infrastructure

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Python Runner
In House Development Cloud Development

Pricing model One-time Pricing model Subscription

Pros - More control over your data Pros - Accessibility

- More control over IT costs - Cost-effectivity

Cons - Cost of equipment and staff Cons - Lack of control

- Might be more vulnerable to - Security and privacy concerns
data loss - Fixed contracts

Fully customizable No need capital expenses

Hands On (Python for Data Analysis)

1. Download file Udemy Course.zip at

https://drive.google.com/file/d/1DT16zkTCyITx0halPRJeos_ACNhp
gW5G/view?usp=sharing
2. There are 9 datasets containing student enrollment in udemy
courses
3. Give a summary such as:
a. Avg. Enrollment across all data
b. Avg. Stars across all data
c. Avg. Rating across all data
d. Which course has highest number of enrolled student
e. Which course/s has lowest number of enrolled student
f. Number of enrolled student each courses
g. Avg. number of enrolled student each course
h. Avg. stars given each courses
i. Avg. rating given each courses
Programmatic Advertising as Enhanced Marketing Automation
Academy
Binar

There are chances that I talk too much and sometimes you
did not catch up what I am saying, so this slide ought to
remind me to stop talking and start listening

Do you have any questions? :)

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 Reference

Reads
● https://www.python.org/about/gettingstarted/
● https://www.geeksforgeeks.org/plot-a-pie-chart-in-python-using-matplotlib/
● https://www.w3schools.com/python/matplotlib_pie_charts.asp
● https://towardsdatascience.com/the-right-way-to-build-an-api-with-python-cd08ab285f8f
● https://sysgen.ca/cloud-vs-in-house-servers/
● https://developers.facebook.com/
● https://developers.google.com/docs/api/quickstart/python

Media
● https://www.youtube.com/watch?v=XEqh9t04wj0&t=1s
● https://www.statista.com/statistics/793628/worldwide-developer-survey-most-used-languages/
● https://blog.hubspot.com/website/application-programming-interface-api

Personal Experiences
Thank You!

[STRICTLY CONFIDENTIAL]