DGMANA001 : Use Web Analytics Tools to Gather Data on Marketing Performance - Management Assignment Help

Assignment Task:

Task:

Task A - Demonstrate web analytics knowledge

Task A Instructions:
Answer the five following questions to demonstrate your understanding of key digital analytics concepts and technologies.

A1. In your own words, describe what web analytics is. Then explain what the value and purpose of web analytics to organisations.
Answer in 100-200 words.
Write your answer here

A2. Describe the difference between online and offline data. Then explain why both these types of data are valuable in marketing.
Answer in 100-200 words.
Write your answer here

A3. In your own words, describe what the following traffic sources are. Give examples for each

source to support your answer.
Answer in 100-200 words.

Traffic source What it is
Organic Write your answer here

Paid Write your answer here

Direct Write your answer here

Referral Write your answer here

Social Write your answer here

A4. Explain benefits and limitations of the following multi-channel attribution models:
 First-touch
 Time-decay
 Linear
 Last-touch
Answer in 150-250 words.
Write your answer here

A5. Describe the four stages of the customer journey. For each stage, explain what data and metrics marketers can strategically use to analyse performance.
Answer in 150-250 words.
Write your answer here

B. Task B - Select and use analytics tools

Task B Instructions:
Task B requires you to research and select suitable analytics tools, then create a report outlining your selection.
NOTE: Before attempting Task B, ensure you first have read the “DGMANA001 Case Study Information” document provided on Moodle.

B1. Read the scenario below, then answer the following question.
The scenario:
Ghost, a successful clothing brand aimed at 18-25 year olds, is launching a new sister brand called Shadow. As a part of this launch, the Head of Marketing at Shadow has asked you for your advice on what web analytics Shadow should use. Specifically, the Head of Marketing has asked you to document these recommendations in a report.

Create a report outlining your recommendations for Shadow’s web analytics set-up. Ensure your report:
 Identifies channels, platforms, customer journey milestones and conversions that should be tracked
 Outlines your research of at least 3 potential analytic tools
 Recommends 2 or more analytic tools Shadow can use to measure success of their online marketing activities
 Describes the process of setting up these analytics tools, including any negotiation with software providers that will be required
 Outlines monitoring processes of the new analytics tools to enable continuous improvement

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