marketing exercise and need a sample draft to help me learn.
Step 1: Discuss Customer Relationship Management and Search Engine Optimization
PROFESSIONALS IN THE FIELD
Transcript
As Jillian Best had promised, Ying’s email lands in your inbox by midafternoon on Friday.
INBOX: 1 NEW MESSAGE
Subject: Digital Marketing with CompanyOne
From: Ying Bao, Associate Consultant, MCS
To: You and Team
Good afternoon,
I’m looking forward to working with you all on this project. As you may already know, we will spend the next two weeks in working meetings with the goal of producing digital marketing recommendations for our client, CompanyOne.
First, to kick things off, let’s reach a common understanding of what crafting a digital marketing strategy entails, as well as related concepts like customer relationship management (CRM), and search engine optimization (SEO).
A firm grasp of CRM is vital to understanding customers, successfully using social CRM, and implementing a CRM strategy. Reading about SEO will help this team become knowledgeable about link popularity and user insights.
To be most effective in our upcoming meetings, please supplement your knowledge of the above topics with your own research related to Google Analytics and similar analytical tools.
In addition to the readings for this project, please see the attached discussion topics below that we will cover in our meetings. You must respond to both of these discussions. Please take a look and come to the meeting ready to discuss.
We will have two senior executives from CompanyOne participating as observers and taking notes during our deliberations next week. We want to have done our homework, so that we can make a good impression. After all, MCS has a reputation to maintain.
Thanks so much, really looking forward to seeing your posts in these two areas.
Ying
Attachments:
Discussion Topics 1 and 2
Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. Support your arguments under each topic with at least one source from the course readings, and three reliable nonscholarly sources derived from your own research. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 5 at the latest.
Review the MBA Discussion Guidelines for instructions on participation in discussions.
When you have finished, proceed to the next step, where you will continue your meetings and will be trained to use Google Analytics.
Step 2: Discuss Data Analytics
While you are about to continue attending meetings and participating in discussions in Week 6, Ying sends out the following email to you and the team.
INBOX: 1 NEW MESSAGE
Subject: Digital Marketing Follow-Up for CompanyOne
From: Ying Bao, Associate Consultant, MCS
To: You and Team
Hi team,
Great work on the first two topic discussions at last week’s meetings. I can tell we’re heading in the right direction. To keep the momentum going, I’d like you to complete two more group discussions at our meetings scheduled for this week. You can review these discussion topics in the attachment below. It is required that you respond to both of these topics as well.
As you discuss these topics, be sure you understand the following concepts related to data analytics:
working with data
tracking and collecting data
key elements of web analytics
segmentation in web analytics
Thanks for your focus, everyone. Review the readings, participate in the discussion activity.
Regards,
Ying
Attachments:
Discussion Topics 3 and 4
For an introduction to web analytics, GA4, and the Google Merchandise Store, see the attached Intro-to-Web-Analytics-and-Google-Analytics-4.mp4 voice-over video (4:59).
Transcript
Intro to Web Analytics and Google Analytics
Instructions for activating the Google Analytics demo account are available in the next step.
Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. Support your arguments under each topic with at least one source from the course readings, and three reliable nonscholarly sources derived from your own research. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 6 at the latest.
Review the MBA Discussion Guidelines for instructions on participation in discussions.
Step 3: Answer CompanyOne’s Data Analysis Questions
The past few weeks have flown by. You have just completed the GA tutorial when you receive a memo from Ying marked CONFIDENTIAL. You scan the memo to find a list of client questions that have been assigned to you. You are expected to use Google Analytics to answer the 10 questions in the memo by the end of Week 7. The Google Analytics demo account will give you access to data from the Google Merchandise Store, which in this project represents CompanyOne’s data.
This assignment is to use Google Analytics to develop consumer insights into an eCommerce site. Google Analytics, commonly known as GA, is a web analytics tool that collects, measures, and analyzes website data. You will use GA Version 4, the latest iteration of Google Analytics, where you will use GA4 to develop user insights from an e-commerce demonstration website, the Google Merchandise Store. The Google Merchandise Store is an e-commerce site that sells Google-branded merchandise. It contains data typical of what you would see for an e-commerce site.
For an introduction to web analytics, GA4, and the Google Merchandise Store, see the attached Intro-to-Web-Analytics-and-Google-Analytics-4.mp4 voice-over video (4:59).
Transcript
Intro to Web Analytics and Google Analytics
To access the demo account, click the Google Analytics 4 property: Google Merchandise Store (web data) link: If you already have a Google account, you are prompted to log in to that account. If you don’t have a Google account, you are prompted to create an account and then log in. First, get oriented to the GA4 interface by taking a guided tour. Then, follow the instructions in each blue box
Review these instructions for How to Activate the Google Analytics Demo Account.
Submit your answers to each of the 10 questions and the accompanying screenshots in a Word document to the dropbox located in the final step of this project.
Remember to include one or more screenshots of the relevant Google Analytics page to support your answers. If you need help with creating screenshots, review these instructions on capturing screenshots. The next step provides a summary of all deliverables due during this project.
The screenshots should be used for validation purposes only. In, other words, if they are removed, your faculty can still get your full answers to the questions.
Google Merchandise Link: Home (googlemerchandisestore.com)
Google Analytics Demo: Analytics | Home (google.com)
Each discussion topic should be a minimum of 1 page. There are 4 discussion topics. They should each have their own references. Finally add a final page that summarizes all 4 discussion topics for a total of 5 pages minimum and then the references for each topic.
Requirements: Minimum of 5 pages, references and then the 10 question Google Analytics piece with screen shots.
Discussion Topics 3 and 4Course Resource
As a requirement for this series of meetings, post one mainresponse to each of the two topics; one of them should be bySaturday midnight ET of Week 6. Then respond to at leasttwo main postings from the team by Tuesday midnight ET ofWeek 6.Topic 3There are three key elements to be considered whenCompanyOne conducts a digital brand analysis. Theseelements are:1. Brand share 2. Brand audience 3. Brand and consumeralignment.Explain the role that each of these elements plays inCompanyOne’s digital brand analysis. You will need toconduct research to respond to this topoc!Topic 4Most social platforms provide huge amounts of data;however, in the aggregate, which is not very useful.Accordingly, it is not advised that CompanyOne analyze itstraffic in aggregate. Web analytics guru Avinash Kaushikargued that “data in the aggregate is useless;” companiesshould segment or die! (Hemann & Burbary, 2018, p. 13).Explain six of the segmenting strategies that CompanyOnemay pursue when using Google Analytics (GA), and the prosand cons of each of them.Discussion
Source:Hemann, C., & Burbary, K. (2018). Digital marketing analytics(2nd. ed.). Pearson© 2023 University of Maryland Global CampusAll links to external sites were verified at the time of publication. UMGC is not responsible for thevalidity or integrity of information located at external sites.
Develop Consumer Insights using Google Analytics Assignment Assignment Description This assignment is to use Google Analytics to develop consumer insights into an e-commerce site. Google Analytics, commonly known as GA, is a web analytics tool that collects, measures, and analyzes website data. You will use GA Version 4, the latest iteration of Google Analytics, where you will use GA4 to develop user insights from an e-commerce demonstration website, the Google Merchandise Store. The Google Merchandise Store is an e-commerce site that sells Google-branded merchandise. It contains data typical of what you would see for an e-commerce site. To access the demo account, click the Google Analytics 4 property: Google Merchandise Store (web data) link: If you already have a Google account, you are prompted to log in to that account. If you don’t have a Google account, you are prompted to create an account and then log in. First, get oriented to the GA4 interface by taking a guided tour. Then, follow the instructions in each blue box. This assignment will be graded based on the thoroughness and sophistication of your analysis, the quality of your recommendations, and the clarity and organization of your report. Assignment Provide answers to the following ten data analysis questions in a Word document. Include one or more screenshots of the relevant Google Analytics page to support your answers. For the first six questions, you will provide an overview of the website activity of the Google Merchandise Store users for the six months, January 1 to June 30, 2023. 1. For the six months, January 1 to June 30, 2023, using the Acquisition report, describe insights regarding the source and medium that led a user to arrive at the Google Merchandise Store. The source represents the publisher or inventory source from which traffic originated. For example, users who return to your website from Google Search show as “google” in the Session source dimension. Other examples include “youtube” and “gmail.” The medium is the method for acquiring users to the Google Merchandise Store. Examples include: ¥ ‘affiliate’: users who click a link through an affiliate program ¥ ‘cpc’: (short for cost-per-click) users who click a paid advertisement ¥ ’email’: users who click a link in an email marketing campaign ¥ ‘organic’: users who click a link from a search engine ¥ ‘referral’: users who click a link on a website (e.g., a link in a video description) ¥ ‘(none)’: direct traffic Provide screenshots to support your analysis.
2. For the six months, January 1 to June 30, 2023, using the User Attributes Report, provide insights on the Google Merchandise Store’s user demographic data (country and city). In addition, give screenshots to support your analysis. 3. For the Six months, January 1 to June 30, 2023, using the Tech Report, provide insights on the Google Merchandise Store’s user platform/device data (the browser from which user activity originated; the mobile device from which user activity originated; and the device category from which user activity originated—categories include ‘desktop,’ ‘mobile,’ and ‘tablet’). In addition, provide screenshots to support your analysis. 4. For the six months, January 1 to June 30, 2023, using the Tech Report, provide insights on the Google Merchandise Store’s methods by which users accessed its website. Platforms include ‘Android,’ ‘iOS,’ and ‘Web.’ Provide screenshots to support your analysis. 5. For the six months, January 1 to June 30, 2023, using the Monetization Report, provide insights on the top ten e-commerce item purchases by items viewed. Provide screenshots to support your analysis. 6. For the six months, January 1 to June 30, 2023, using the Retention Report, provide insights on the new and returning users. Provide screenshots to support your analysis. 7. Active users are engaged on your website over a specific period. GA4 automatically collects active user data and can access it in your engagement reports. Active users are defined as follows: ¥ 1-Day Active Users: Distinct users who visited your site over the past day, including the last day in the report range. This is synonymous with the term “Active users.” ¥ 7-Day Active Users: Distinct users who have visited your site over the past seven days, including the last day in the report range. ¥ 30-Day Active Users: Distinct users who have visited your site over the past 30 days, including the last day in the report range. Using the Engagement Report, find the number of active users (1 Day, 7 Day, and 30 Day) during July 2023. What conclusions can you derive? Please provide a screenshot to support your analysis. 8. User stickiness refers to active users based on how frequently they access your site. In particular, user stickiness refers to how many users visit your site daily, weekly, and monthly. Using the Engagement Report, provide a snapshot of the following ratios for the month of July 2023: ¥ Daily active users (DAU)/Monthly active users (MAU) ¥ Daily active users (DAU)/Weekly active users (WAU) ¥ Weekly active users (WAU)/Monthly active users (MAU)
What do these ratios indicate regarding user retention? 9. The Google Merchandise Store has invested in a targeted marketing campaign to attract new users to its online store from September 4, 2023 – October 27, 2023. Using the Acquisition Report, did the Google Merchandise Store attract more or fewer new users from September 4, 2023 – October 27, 2023 compared to the same period last year matching the day of the week (September 5, 2022 – October 28, 2022)? Provide screenshots to support your analysis. 10. Continuing using the Acquisition Report from September 4, 2023 – October 27, 2023, compared to the same period last year matching the day of the week (September 5, 2022 – October 28, 2022), provide insights on user acquisition by channel over these time periods. Provide screenshots to support your analysis.
UMGC MBA 640 Innovation Through Marketing and Technology Creating/Accessing Google Analytics Demo Account Overview These instructions will activate the Google Analytics software in your Chrome browser via the demo account available for free from Google. It is highly recommended you use Chrome as a browser; Google Analytics may not have full functionality in other browsers. You will gain access to a demonstration account with data from the Google Merchandise Store, which in this project represents CompanyOne’s data. In this demo account, you will not be able to edit or delete data; the sole purpose is for you to learn how to analyze the data to make marketing decisions. You will only activate the Google Analytics demo account once. All future use of Google Analytics will bypass the activation process. Access the demo account 1. Click on this link Access Demo Account 2. If you already have a Google account, you are prompted to log in to that account. If you do not have a Google account, you are prompted to create an account and then log in. 3. Google will perform one of two actions related to your Google account: – If you already have a Google Analytics account, Google will add the demo account to your Analytics account. – If you do not have a Google Analytics account, Google will create one for you in association with your Google account, and then add the demo account to your new Analytics account. 4. The demo account is available from the account selector in Analytics where you select organization and account links. We shall be using GA4 https://analytics.google.com/analytics/web/demoAccount?appstate=/p213025502
UMGC MBA 640 Innovation Through Marketing and Technology Ways to use the demo account Because the demo account shows actual data from an ecommerce website, it is useful for exploring Google Analytics reports and features. Here are a few things you can do using the demo account: • View all standard reports populated with real data from the Google Merchandise Store • View data from Google Ads and Search Console integrations • Alter reports by adding filters and secondary dimensions, and by changing the report view • Compare date ranges for acquisition, behavior, and conversion data • Segment the data using your own custom segments • Create your own dashboards, custom reports, and attribution models • View predefined dashboards and segments imported from the Solutions Gallery Source https://support.google.com/analytics/answer/6367342?hl=en
Discussion Topics 1 and 2Course Resource
As a requirement for this series of meetings, post one mainresponse to each of the two topics; one of them should be bySaturday midnight ET of Week 5. Then respond to at leasttwo main postings from the team by Tuesday midnight ET ofWeek 5.Topic 1What is a social media CRM platform? Why would an onlinemerchandise store like CompanyOne combine CRM and socialdata? What is the impact on its brand? Explain.Topic 2How can CompanyOne use social CRM tools to track andengage its customers across different social platforms? Whatshould CompanyOne do to ensure a successful social CRMstrategy? What challenges can it face? Explain. Source:Scheiner, M. (2021). What is social CRM? 10 Best socialmedia CRM tools & software platforms.https://crm.org/crmland/social-crm© 2023 University of Maryland Global CampusAll links to external sites were verified at the time of publication. UMGC is not responsible for thevalidity or integrity of information located at external sites.Discussion
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