ISO8005 Web and Social Media Analytics Assignment Brief Semester 2 2026 | Newcastle University

ISO8005 Assignment Brief

Module Learning Outcomes

Intended Knowledge Outcomes

1.Introduction to Web and Social Media Analytics
2.Exploration of metrics and Key performance indicators
3.Data collection for web analytics and visualisation
4.Analysis techniques
5.Search Engine and Social Media Optimisation
6.Effective reporting and communicating

Intended Skill Outcomes

1.Apply appropriate data analytics knowledge and skills to enhance the capability to realise organisational benefits from web and social media data.
2.Interpret business problems and opportunities using data analytics to organise, manage, critically analyse, visualise, and communicate complex web and social media issues effectively.
3.Build appropriate models to increase informed decision-making capability.

Assignment Brief - Introduction & Background

Tyne Artisan Bakery: “From Oven to Online”

Business background

Tyne Artisan Bakery (TAB) is a small, independent bakery specialising in sourdough loaves, viennoiserie pastries, celebration cakes, and a weekly bread subscription box. Sales to date have been exclusively in-store and at weekend markets. The founders want to launch an e-commerce site to enable local delivery and click-and-collect, and to build a coherent social presence from scratch. Budgets are modest; they need a plan that finds quick wins, builds momentum, and demonstrates a credible path to profitable growth across the next 12–18 months. It should be noted that the owners of Tyne Artisan Bakery have limited to knowledge of website development and business-related social media.

Key constraints:

• No current website or social presence.
• Local delivery radius and click-and-collect options.
• Must be fully GDPR compliant with cookie consent and opt-in capture.
• Accessibility: mobile-first, alt text, colour contrast, readable type, keyboard navigation.

Your role

You have been contracted as the digital strategist tasked to deliver a go-to-market plan. This plan needs to be communicated to the business owners in the form of a report, covering: e-commerce MVP, channel & content strategy, paid media approach, analytics framework, 12-month forecast, and a prioritised roadmap. You can use the assessment dataset to support analysis. The assessment dataset will become available after week 7 of semester 2. Required /expected deliverables within the report:

1.SMART objectives & KPIs (choose a North Star: e.g., active bread subscriptions).

2.E-commerce MVP (platform choice & rationale)).

3.Channel & content strategy:
oOrganic (SEO topics: sourdough methods, weekly menus, allergen info; email capture).
oPaid (role of Google vs. Meta vs. TikTok).
oSocial (Instagram/TikTok/Facebook; micro-influencers).
oExperimentation (A/B tests: hero banners, free delivery thresholds, PDP copy).

4.Measurement plan (events, weekly dashboard).

5.Data analysis (from assessment dataset): compute CVR, AOV, CAC, ROAS; analyse subscriptions/churn; seasonality around Easter/Xmas; region mix; A/B test outcome.

6.Forecast & budget (base/low/high scenarios; quarterly reallocation based on efficiency; retention plays for subscription).
Ethics, privacy & accessibility 

Formative Feedback

Formative feedback will be provided to students based on generic and individual questions during designated assignment support sessions.

Use of AI

You may use generative AI tools (e.g. ChatGPT, Gemini, Claude, Microsoft Copilot) to help you plan and create an outline structure for your work, but all original ideas, visuals created/used within the report, and text must have been written by you. If you use AI as a source of information, you must acknowledge and reference it. You may use generative AI tools (e.g. ChatGPT, Gemini, Claude, Microsoft Copilot, Grammarly) to help improve spelling, grammar and make recommendations to improve your academic writing style, but you must review those suggestions critically. AI tools should not be used to automatically change the language, meaning and tone of your original work.

Technical details - Structural guidelines and other information

1.Reference materials used to support your work then please ensure you follow the University referencing guidelines, essentially Harvard referencing.

2.A 2000-word (+/-10%) report must be submitted via Turnitin link provided on Canvas.

3.You are advised to use screenshots of your visuals and submit your document as a pdf.

4.What is excluded from the wordcount: Assignment Cover Page (see the cover page attached), Executive summary, Content list, Reference list, Appendices, Visuals (Figures and Tables).

5.Appendices should be used to record any calculations and development works.

Submitting Your Work

A step-by-step guide to Canvas Assignment Submission and guidance on dealing with submission issues is available on the Academic Skills Kit website Assignment Submission Guidance. pages.

Canvas displays a confirmation message when your work has been submitted.

If you do not see the confirmation message, you should assume that your submission has not been registered and try to submit your work again.

Summative Feedback

For this assessment will be available to you after 20 working days (not including weekends or public holidays). You can expect feedback, located within Turnitin in the form of Summary comments, In-text comments linked to the rubric and a page of generic feedback. For guidance on how to understand, interpret and the implement feedback from your assessment please visit the Academic Skills Kit website.

FAQs

Any questions asked and answered regarding the assignment will be used to populate a FAQs page under the assignment information section in the canvas site for the module.

Contacts

Module tutor – Nick Howey nick.howey@newcastle.ac.uk Education team - nubseducationadmin@newcastle.ac.uk Wellbeing - nubs.wellbeing@newcastle.ac.uk
PEC information - . Personal Extenuating Circumstances (PEC) | Student Progress | Newcastle University

Policies

Students are reminded of Newcastle University regulations concerning Student Progress  site. and Plagiarism. You may wish to change or supplement this link with school specific guidelines Up until the submission deadline your assignment may be submitted.

Re-submission is not possible, please ensure your work is final and complete before submitting. Submissions made after the deadline will be identified as late and penalised. The University’s Policy on Assessment and Feedback outlines that work submitted after the deadline will be capped according to a sliding scale.

IS08005 Web and Social Media Analytics - Marking rubric