Description
University of Law
Business School
ASSESSMENT BRIEF
L7 Digital Marketing Analytics
Module Leader: Mike O’Brien
Key Details and Requirements
Submission deadline: Tuesday 01 October 2024, no later than 16:30pm (UK local time)
Assessment details:
Individual written report, 100% (2,500 words)
Referencing: Students are expected to use Harvard Referencing throughout their assignments where required. Please follow the Harvard Referencing Handbook for all your assignments at the ULBS.
Submission Method: Turnitin – Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism and the use of AI software.
You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.
ASSIGNMENT DETAILS
In this assessment, you will step into the shoes of a digital marketing consultant for Google’s Merchandising store, a dynamic e-commerce platform. Your primary objective is to enhance the store’s digital marketing strategy by deploying and leveraging specialised digital marketing analytics tools. This task requires a meticulous approach, where you’ll first assess the store’s existing digital marketing strategies, focusing on the strategic use of analytics. Through comprehensive research and analysis of the store’s performance in two comparative business reporting periods (eg Q1-Q2) you will identify areas for improvement in driving traffic and conversions. The Data must be drawn from the live GA4 Analytics Demo Account used during the workshops.
The assessment is structured in two parts:
1. Part A (Research and Analysis – 1,000 words):
• Strategic Role Analysis: Define and evaluate the current role of analytics in shaping the digital marketing strategies at Google’s Merchandising store.
• Tactical Use Analysis: Analyse the effectiveness of the store’s digital channels and content in driving traffic and conversions during two defined quarterly reporting periods (eg Q1 and Q2 24)
• Performance Reporting: Construct a detailed report comparing the performance of the two comparative reporting periods , focusing on identifying the most successful customer segments, channels, and products with a rationale for the differences in performance.
2. Part B (Campaign Strategy – 1,500 words):
• Persona and Journey Mapping: Develop a customer persona and journey map for a niche lifestyle market segment for Google’s Merchandising store.
• Strategic Recommendations: Propose and justify relevant enhancements to the digital marketing channels and content, aimed at driving traffic and conversions for this identified lifestyle target audience. • Analytics Strategy Development: Craft a comprehensive analytics strategy to accurately measure, evaluate, and continuously refine the performance of your proposed lifestyle audience campaign for the Google Merchandising store in the next 90-day period.
Your report should set clear goals for the new digital marketing strategy, including performance management parameters. It’s essential to analyse the business position and needs within the competitive landscape and customer expectations. Your recommendations should encompass the selection of appropriate tools and metrics, with a particular emphasis on measuring return on marketing investment (ROMI). This comprehensive approach will enable you to provide actionable insights and strategic recommendations for the Google Merchandising store’s digital marketing endeavours.
Resources:
• Core texts and LinkedIn Learning resources.
• The Google Merchandise site and related digital campaigns.
• A GA4 demo account will provide the source of analytics data.
• Digital marketing tools (Canva, and various online analytics platforms.)
• Case studies and examples from workshops and supporting texts.
Feedback and Evaluation:
• Detailed feedback will be provided, focusing on both theoretical and practical aspects.
• Emphasis on the alignment of the campaign with marketing objectives and analytics strategies.
This single, comprehensive assessment effectively balances the need to test theoretical knowledge with the practical application of digital marketing skills, reflecting the real-world demands faced by digital marketing professionals.
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