Project 3 Digital marketing Analytics Start HerePrint Project Transcript Introdu

Project 3 Digital marketing Analytics
Start HerePrint Project
Transcript
Introduction
You will have a total of three weeks to finish this project: two weeks for discussion and one week to answer the client’s data analytics questions. You should complete the four steps of this project by the end of Week 7:
Step 1: Discuss Customer Relationship Management and Search Engine Optimization
Step 2: Discuss Data Analytics
Step 3: Answer CompanyOne’s Data Analysis Questions
Step 4: Submit Your Work
You must participate in the discussions within the designated time period in order to satisfy the requirements of this project.
If you have any questions, ask your instructor. To get started, click Step 1: Discuss Digital Marketing Challenges.
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.
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
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.
When you have completed your discussions proceed to the next step, where you will answer the questions CompanyOne has posed to MCS about the extent of their online merchandise store’s success.
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).
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.
The next step provides a summary of all deliverables due during this project.
Step 4: Submit Your Work
By the end of Week 7, submit all of your work to the Assignments folder. Take note of the recommended delivery dates and file-naming protocols in the table below:
Requirements: Complete