MKT542 Digital Marketing Analytics Assignment Sample Answer

MKT542 Summery

The customer decision journey is considered one of the most important aspects of marketing, as it is necessary for comprehending and enhancing the customer's experience at various touchpoints. CDJs do have different characteristics in the digital world. In this course, foundations are established by defining techniques and theories of digital marketing analytics, and subsequently providing practical ways to apply digital information to real business problems. The usual procedure of doing digital marketing analytics is highlighted in the course. 

This course shows the difference between the traditional and the digital channel and dwells upon the various measures for analyzing the effectiveness of the digital marketing campaigns. This even involves new technology trends and the challenges that have recently been faced by utilizing new media data. 

MKT542 Sample 

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Assignment Task 1: Appraise the customer decision journey in the digital era.

The digital customer decision journey in today’s time is both complicated and interesting. Customers are now able to do research and buy products or services with ease, like never before, with the advancement of new technologies, but this freedom comes with a cost. 
In today’s time, even businesses have the opportunity to directly reach their potential customers and sell their products or services. But as these opportunities are for everyone which makes it is true that businesses need to have a high level of connectivity to beat their competitors. They need to do more to shine among the crowd.

There are a number of factors that businesses should consider when they are evaluating the customer decision journey in today’s digital era.

• First, they should ensure that their site is properly search engine optimised. This means that their website must be according to the Google guidelines so that it can rank and make sure that all potential customers locate them easily. 
• Then, second, they must keep their site user-friendly and easy to find. 
• And third, that whatever information they have on their site must be informative, supporting and accurate. The user should not get confused with your content; they must get complete satisfaction after going through your content. 
• In the last, they should ensure that their customer service is available 24/7 and that it is complete and complete information. 

Assignment Task 2: Construct customer profiles.

In building customer profiles, there are some aspects that you will need to incorporate in order to have a clear portrait of your target customer.

The following are some of the major aspects that one should take into consideration when developing a customer profile:

• First is demographic data: demographic data includes place of residence, gender, age group, etc.
  
• Psychological factors: Look at what actually drives your customer? What do they want and what are their needs? And most importantly, why would they prefer doing this?
  
• Social aspects: Here you need to analyse who they prefer listening to for social advice, in what manner do they use their social media. And how do your users interact with others?
  
• Environmental factors: you need to look for such external factors that can affect the decision-making of your customers, and also analyse what is the market environment.

You need to understand that your customer profile is not fixed; it will change according to the environment, changes in their preferences, changes in trends, and changes in laws. You need to always keep a check on your target market, and also keep updating your customer profile by including new information.

Assignment Task 3: Propose a digital marketing analytics plan.

A digital marketing analytics plan helps businesses understand how customers are communicating with the digital channels. These channels can be their own websites, apps or social media. With the help of this data collection and analysis, businesses are able to identify patterns and trends that may guide their business in improving their marketing operations. 
Here are some of the simple steps that you can follow for creating a perfect digital marketing analytics plan:

• Define your goals: The First step is defining your goal, which simply means identifying what you are trying to get from your data. You need to define your goal in a detailed manner so that you do not get confused later.
  
• Identify the information you need: The Next step is to start identifying what information you require based on your defined goal. Make sure that you collect information according to your goal. 
  
• Identify the tool for collecting the data: For collecting the data, you have many tools, some are paid and some are free; you can even choose Google Analytics. 
  
• Installing a system for measuring and storing data: If you want more options, you can go with any software that you prefer; otherwise simply a simple spreadsheet is good for you. 
  
• Analyse the data continuously: While analysing, you must look for the trends and patterns that can help you in improving your digital marketing strategies. 
  
• Keep changing your direction based on your learning: Whenever you learn something, try to apply it without being afraid. 

Assignment Task 4: Design integrated digital marketing campaigns that fit in each stage of the customer decision journey

The customer decision journey is basically a process that the consumer follows while deciding on what to buy. It has generally four steps: Awareness, Consideration, Decision, and Post-Purchase.  

Digital marketing communicative programs can be tailored to occupy every step of the customer decision process. As an example, during the Awareness level, an awareness campaign can be created to create awareness about a new product or service. A campaign may also be formulated at the Consideration stage, where the consumer will be informed about the product or service available and given an opportunity to compare it with other products or services available on the market. And at the Decision stage, the campaign would be set to issue discounts or any other incentive to guide the consumers to buy your service or product.

It is worth mentioning that not every consumer would go through all four stages of the customer decision journey. Others will stop at the stage of Awareness, and others will go directly to the stage of Decision. And yet others might even make a series of visits between stages before they finally make a purchase.

Assignment Task 5: Collect and examine new media data with marketing analytics tools.

For learning how your marketing campaigns are working, it is essential to gather and analyse the data for using marketing analytics tools. When you use key metrics, you open doors for new opportunities and even identify several areas where you can improve.

A variety of analytics tools are available, each one of which has its own strengths and weaknesses. Do not make the mistake of considering one tool as best for all purposes, as how useful a tool is for you depends on what your objectives and needs are. You can go for the most famous tools as well, which are Heap, Mixpanel and Google Analytics, as they serve for multiple purposes. 

Google Analytics is most commonly used as it is a free tool, which gives a lot of information regarding traffic and the behaviour of the visitors on their website or webpage. You can use it for keeping a track of referral sources, conversions, and overall site performance.

On the other hand, Mixpanel is also a great and most used analytical tool, but it charges a fee for using its features. As it is a paid tool, which makes slightly better than Google Analytics, as it provides various features that are not found in Google Analytics. With traffic and overall site performance, it even gives you an overview of how the website is used by the users and how it is utilised by them.

Assignment Task 6: Analyse and visualise data with marketing analytics tools.

Several marketing analytics tools can be used to analyse and visualise data. Google Analytics, Tableau and R are some of the most popular ones. 
Google Analytics is an online application that is free and lets you monitor, examine and provide information regarding your application or website. You can use it to monitor such things as the number of people visiting your site, the number of pages they visit, the amount of time spent on a particular page and the type of device they are using.

Tableau is a commercial programme that enables the making of interactive visualisations of data. Businesses usually use it to visualise such data as sales or customer demographics.

R is a programming language commonly applied to statistical analysis and data visualisation. It is a potent instrument with which one may develop complex visualisations; however, it may be difficult to learn when one does not know about programming. 

Assignment Task 7: Evaluate the effectiveness of different digital marketing channels.

It does not have a single response that fits all, and the success of various digital marketing channels will be relative to the particular business and its target audience. Nevertheless, search engine optimisation (SEO), pay-per-click advertising (PPC), email marketing and social media marketing are some of the most popular digital marketing platforms.

SEO will work well in generating organic traffic to the site, PPC will be effective in generating leads that are quick, email marketing can be highly effective in developing relationships with customers and prospects, and social media marketing may help in the process of engaging customers and potential customers at the individual level. Succinctly, it is necessary to experiment on various channels so as to determine which channels best suit your business.

Digital marketing refers to the electronic medium of advertising, or marketing of products and services to consumers and businesses. Some of the channels are email, websites, social media, search engines, and paid advertising.

Assignment Task 8: Choose marketing analytics tools to utilize big data.

Marketing analytics tools are numerous and can be used to optimise the use of big data. The most popular ones are as follows:

Tableau is an effective visual analytics solution that enables users to quickly examine and comprehend complicated data sets. It particularly fits well in the case of big data, as it can process large volumes of data in a timely and efficient manner.

Google Analytics is a free web analytics application that offers great information on the traffic and visitor behaviour on websites. Results of marketing campaigns and their effectiveness can also be tracked using it.

Klipfolio provides the ability to create tailor-made dashboard services to display your data on a cloud basis. It is user-friendly and it offers numerous templates and wizards to assist you in getting off with it within a short time. 

Assignment Task 9: Compose digital marketing strategy to effectively target and interact with consumers.

Consumers can be approached and communicated with online in a number of ways. Some of these methods are through social media, search engine optimisation (SEO), and email marketing.

Social media networks such as Facebook and Twitter provide immense possibilities to contact the prospective customer and create a relationship with them. With the help of writing intriguing and involving content, companies are able to gain new followers and inform them about any new products, services, or offers.

Likewise, it is possible to optimise the position of the site on search engine result pages (SERP) with the help of SEO. This may be used to boost web traffic and generate more leads/sales. Also, one of the most used modes of communication in today’s time is email marketing. It is affordable and can be easily done with customers who have already subscribed to this mode of communication with your business. You can use an email newsletter to provide information about your new products or services, or you can provide them with information about any sale, discounts or even coupons. This will make your customers remember you, and they will get regular information regarding what the company is doing.

Assignment Task 10:  Design marketing analytics plans to monitor and evaluate the effectiveness of marketing campaigns.

For effective marketing analytics, you must keep your plan completely structured in such a way that it can easily and without any issue be able to record and monitor marketing campaigns. This can be achieved by monitoring the number of leads that have been generated by the recent market campaigning. One way is by recording how much revenue is collected, or how many customers we have come in contact with through these campaigns.

If performed properly, it can even help you provide the information on which channel is the most efficient for you in driving traffic to your website. And not only that, it can even monitor your website’s bounce rate and conversion rate, which will help you in determining how effective your website is in turning your traffic into customers.

Marketing analytics can also be used for monitoring the click-through rate and regular activity of the customers who have subscribed to your email list. It will even help you in separating your customers, among groups of those who have great potential of becoming your customer, and who have normal to low potential of being your customer, so that you can focus on them separately. 

Assignment Task 11: Demonstrate proficiency in communication.

Proficiency in communication can be demonstrated in various ways:

• Effective communicator: The First way is an effective communicator who is good in both writing and verbally. This simply means someone who can communicate in a mode of communication, if they are writing an email or giving a presentation, they must be clear and concise with what they are communicating. It also involves being able to listen efficiently and ask questions wherever there is necessary. 
  
• Cross-cultural Communication: Another proficiency in communication is to communicate with individuals of different cultures. One should be able to communicate effectively and efficiently with a group or individuals who come from different cultures and communities. This is helpful in both the conditions either it be personal and professional conditions. 
  
• Empathy: A big but least used element of proficiency in communication is empathy. This is the ability to understand another person’s emotions and feelings, or attitude. The element is most useful when you want to create a strong relationship with someone. It is a proven thing that anyone who is able to understand one’s emotions and respect them will gain the trust of that person. Having empathy for someone will make you a good human being in their eyes.

Assignment Task 12: Demonstrate proficiency in group works.

To demonstrate effective skills in your group, it is a must for you to understand the different roles and the necessity of a successful project. You need to be a recorder, a leader, a motivator and even the one who asks questions.

The leader is the one who leads by coordinating employees and organising everyone for the success of the project. Being a recorder means monitoring and noting down everything that is happening in the project. The one who asks questions, the questionnaire, you need to ask questions to your team mates regarding how the work is going, whether it is on the right track or not, and the last one is a motivator, one who keeps the motivation high of every team member, and makes every team member work with their full potential for completing the project.

If you are looking towards becoming a perfect group worker, you must be familiar with these roles and responsibilities and even learn how and when to use them. Additionally, having the ability to make everyone collaborate effectively and efficiently with proper communication will make you the perfect one. All these skills combined will make you a valuable member of a successful team project.

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