17 Jan Discuss Customer Relationship Management and Search Engine Optimization

Assignment 3: Digital Marketing Analytics

Step 1: Discuss Customer Relationship Management and Search Engine Optimization

Step 2: Discuss Data Analytics and Complete Google Analytics Tutorial

Step 3: Answer CompanyOne’s Data Analysis Questions

Evaluation Criteria

· Provide sufficient, correctly cited support that substantiates the writer's ideas.

· Follow conventions of Standard Written English.

· Develop well-reasoned ideas, conclusions or decisions, checking them against relevant criteria and benchmarks.

· Identify numerical or mathematical information that is relevant in a problem or situation.

· Employ mathematical or statistical operations and data analysis techniques to arrive at a correct or optimal solution.

· Analyze mathematical or statistical information, or the results of quantitative inquiry and manipulation of data.

· Employ software applications and analytic tools to analyze, visualize, and present data to inform decision-making.

· Develop and recommend strategies for an organization's sustainable competitive advantage.

· Analyze marketing information.

1: Discuss Customer Relationship Management and Search Engine Optimization

Subject: Digital Marketing with CompanyOne From:     Ying Bao, Associate Consultant, MCS To:         You and Team

Good afternoon,

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 reading, 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.

Discussion Topics 1 and 2

Topic 1

What is a social media CRM platform? Why would an online merchandise store like CompanyOne combine CRM and social data? What is the impact on its brand? Explain.

Topic 2

How can CompanyOne use social CRM tools to track and engage its customers across different social platforms? What should CompanyOne do to ensure a successful social CRM strategy? What challenges can it face? Explain.

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.

2 : Discuss Data Analytics and Complete Google Analytics Tutorial

Subject: Digital Marketing Follow-Up for CompanyOne

From: Ying Bao, Associate Consultant, MCS

To: You and Team,

Great work on the first two topic discussions. 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.

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

Also please complete the excellent Google Analytics for beginners’ tutorial that is available free online. I’m providing step-by-step access instructions for the tutorial in the attachments below (see How to Access Google Analytics for Beginners Tutorial). To get some hands-on practice from what you learned in the tutorial, activate the Google Analytics demo account when you are done. Thanks for your focus, everyone. Review the readings, participate in the discussion activity, and finally complete all four units of the Google Analytics tutorial. Regards, Ying

Discussion Topics 3 and 4

Topic 3

There are three key elements to be considered when CompanyOne conducts a digital brand analysis. These elements are:

1. Brand share 2. Brand audience 3. Brand and consumer alignment.

Explain the role that each of these elements plays in CompanyOne’s digital brand analysis. You will need to conduct research to respond to this topoc!

Topic 4

Most social platforms provide huge amounts of data; however, in the aggregate, which is not very useful. Accordingly, it is not advised that CompanyOne analyze its traffic in aggregate. Web analytics guru Avinash Kaushik argued that “data in the aggregate is useless;” companies should segment or die! (Hemann & Burbary, 2018, p. 13).

Explain six of the segmenting strategies that CompanyOne may pursue when using Google Analytics (GA), and the pros and cons of each of them.

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.

3 : Answer CompanyOne’s Data Analysis Questions

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. The Google Analytics demo account will give you access to data from the Google Merchandise Store, which in this project represents CompanyOne’s data. Review these instructions for  How to Activate the Google Analytics Demo Account. Submit your answers to each of the ten questions and the accompanying screenshots in a Word document.

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 for your Microsoft, Apple, or Android system. The next step provides a summary of all deliverables due.

APA Format

This reference is hanging i.e. starting the second line there is an indentation, for example:

Cai, R. A., & Guinote, A. (2017). Doing many things at a time: Lack of power decreases the ability to multitask.  British Journal of        Social Psychology, 56(3), 475–492. https://doi.org/10.1111/bjso.12190

Please use APA reference website: https://apastyle.apa.org/style-grammar-guidelines/references/examples

Quality + Quantity + Scholarly & Reliable Non-Scholarly Research + Extensive Use of the textbooks

· By Quality: I refer to the in-depth analysis, critical thinking and reasoning in your responses and content

· By Quantity: I refer to the amount of information or content of the response

· By Scholarly References: I mean peer-reviewed sources e.g. Academy of Management Review or Sloan Business Review. This is in addition the reliable non-scholarly research on countries, companies, industries, ….etc.

The course readings and scholarly sources have to be used to support concepts in all projects.

Support your work with the course readings, scholarly sources, and reliable non-scholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Statista, Barrons.com, Morningstar.com, Money, Forbes, Fortune, Statista, Financial Times, The Wall Street Journal, and Harvard Business Review, as well as the Library databases, such as Ibis World, Hoover's and ABI/INFORM. All sources need to be cited using APA 7.0 formatting, both within the text and in the reference list. The report should be organized using headings and subheadings to improve its readability.

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Memo from Ying

Question 1: Company One wants an overview of the website activity of its users. Provide insights on CompanyOne’s audience for the third quarter in 2021 (3Q2021). Describe insights regarding the number of users, new users, sessions, number of sessions per user, pageviews, pages/session, average session duration, bounce rate, user demographic data (language, country & city), desktop browsers & operating systems data, and mobile operating systems & screen resolution data during this timeframe. Provide screenshots to support your analysis.

Question 2a: Find the number of active users (1 Day, 7 Day, 14 Day, and 28 Day) during October 2021. Calculate the ratio of 1 Day Active Users to 28 Day Active Users, expressed as a percentage. Typically, this ratio is considered a measure of your website’s “stickiness” or retention of users. It should be 10% or higher for sites where content is refreshed daily, like news sites, or where the site derives its revenue primarily from advertising. The ratio could be a lot higher for social sites like Facebook and WhatsApp (> 50%). For Ecommerce sites like CompanyOne, where usage is less frequent but of higher monetary value, the ratio is typically lower than 10%.

Also, compare the graphs for 1 Day Active Users to 28 Day Active Users. What conclusions can you derive? Please provide a screenshot to support your analysis.

Note: Active Users refer to the number of users who visited the CompanyOne website within the last 1, 7, 14, or 28 days looking back from the last day of the period, which in this case is October 31, 2021.

The metrics in the report are relative to the last day in the date range. For example, given that your date range is October 1 to October 31:

1 Day Active Users: the number of unique users who initiated sessions on your site or app on October 31 (the last day of your date range).

7 Day Active Users: the number of unique users who initiated sessions on your site or app from October 25 through October 31 (the last 7 days of your date range).

14 Day Active Users: the number of unique users who initiated sessions on your site or app from October 18 through October 31 (the last 14 days of your date range).

28 Day Active Users: the number of unique users who initiated sessions on your site or app from October 4 through October 31 (the entire 28 days of your date range).

Question 2b: Plot graphs of 1 Day Active Users for the third quarter in 2021 and the third quarter in 2020.

Compare the number of active users for both periods from the two plots. What do you conclude about the change in marketing effectiveness, if any, from the third quarter in 2020 and the third quarter of 2021? Please provide a screenshot to support your analysis.

Question 3: Compare the Bounce Rate for the third quarter in 2021 and the third quarter in 2020. What do you conclude? Similarly, compare Pageviews for the third quarter in 2021 and the third quarter in 2020. Please provide screenshots to support your analysis.

Question 4: CompanyOne wants to focus on younger users (18-24 and 25-34) who shopped during the first

six months of 2021. Has the share of younger users changed from the first six months in 2020? How about changes in the proportions of older users during the same period? Please provide screenshots to support your answer.

Question 5: What about gender? CompanyOne’s objective was to attract a larger proportion of female visitors to their online store during the first six months of 2021 compared to the same period in 2020. Was that objective met? Please provide a screenshot to support your answer.

Question 6: CompanyOne has invested in a targeted marketing campaign to attract new users to their

online store in the third quarter of 2021. Did CompanyOne attract more or fewer new users from July – September 2021 compared to the same period in 2020, irrespective of gender? What about new male users? What about new female users? Please provide screenshots to support your answer.

Question 7:

a) What were the top three countries which sent users to the CompanyOne online store from August 2020 to July 2021?

b) When analyzing the percentage change in the number of new users by country of residence, which one of the three countries identified in (a) had the best percentage change in new users from August 2020 to July 2021? Which one of the same three countries showed the least improvement? Please provide a screenshot to support your answer.

c) What were the top five U.S. states which sent users to the CompanyOne online store from August 2020 to July 2021?

Question 8:

CompanyOne wishes to target high-value users in future marketing campaigns. These are user

groups with the highest Ecommerce Conversion Rate or Average Order Value. Which age group generated the highest revenue for CompanyOne from August 2020 to July 2021? How much was the revenue from this age group? Which age group generated the least revenue? Which age group had the highest average order value? Which age group had the highest Ecommerce Conversion Rate? Based on these observations, which age group or groups should focus on CompanyOne’s marketing efforts in 2022? In other words, which age group is likely to provide the most bang for the buck?

CompanyOne desires to examine the performance across the six age groups in further detail. You will examine the eCommerce data by selecting two dimensions: gender and age. Which gender and age group combinations had the highest and second-highest revenue from August 2020 to July 2021? Similarly, which gender and age group combinations had the highest and second-highest average order value from August 2020 to July 2021? What would be your recommendation to CompanyOne based on this analysis? Provide screenshots to support your answers.

Question 9: CompanyOne wishes to understand its site visitors better to fine-tune its future marketing efforts. Understanding audience composition regarding gender, age, and interests will allow CompanyOne to develop the right creative content and decide the media buys to make.

Google Analytics has over 100 affinity categories such as:

· Shoppers/Value Shoppers

· Lifestyles & Hobbies/Business Professionals

· Sports & Fitness/Health & Fitness Buffs

· Technology/Technophiles

· Banking & Finance/Avid Investors

· Travel/Travel Buffs

· Travel/Business Travelers

· Media & Entertainment/Movie Lovers

· Lifestyles & Hobbies/Art & Theater Aficionados

· Media & Entertainment/Music Lovers

· and many more …

Identify the top three affinity categories for CompanyOne by gender: male and female, from August 2020 to July 2021 in terms of the revenue from each affinity category. Please provide screenshots to support your answer.

Question 10: Every online business like CompanyOne cares about two things: users who convert (purchase a product) and users who don’t. Understanding users who convert (Converters) will help CompanyOne refine successful aspects of their marketing and show them where they can improve their efforts to reach users who demonstrate untapped potential (Non- Converters).

Developing insights into why certain users aren’t converting lets them address the weak spots in approaching them. For this analysis, CompanyOne wishes to focus on the Back to School shopping season (July 15, 2021, to September 15, 2021).

CompanyOne wishes to obtain statistics of users, sessions, sessions per user, page views, average session duration, and bounce rate for these two segments (Converters and NonConverters). Comment on these statistics.

Finally, evaluate the differences in user conversion by gender.

Provide screenshots to support your analysis.

How to Activate the Google Analytics Demo Account

Creating/Accessing Google Analytics

Demo Account

Overview

These instructions will activate the Google Analytics software in your Chrome browser via the demo account available for free from Google. It is highly recommended you use Chrome as a browser; Google Analytics may not have full functionality in other browsers. You will gain access to a demonstration account with data from the Google Merchandise Store, which in this project represents CompanyOne's data. In this demo account, you will not be able to edit or delete data; the sole purpose is for you to learn how to analyze the data to make marketing decisions. You will only activate the Google Analytics demo account once. All future use of Google Analytics will bypass the activation process.

Access the demo account

1. Click on this link Access Demo Account

2. If you already have a Google account, you are prompted to log in to that account. If you do not have a Google account, you are prompted to create an account and then log in.

3. Google will perform one of two actions related to your Google account:

· If you already have a Google Analytics account, Google will add the demo account to your Analytics account.

· If you do not have a Google Analytics account, Google will create one for you in association with your Google account, and then add the demo account to your new Analytics account.

4. The demo account is available from the account selector in Analytics where you select organization and account links.

Ways to use the demo account

Because the demo account shows actual data from an ecommerce website, it is useful for exploring Google Analytics reports and features. Here are a few things you can do using the demo account:

· View all standard reports populated with real data from the Google Merchandise Store

· View data from Google Ads and Search Console integrations

· Alter reports by adding filters and secondary dimensions, and by changing the report view

· Compare date ranges for acquisition, behavior, and conversion data

· Segment the data using your own custom segments

· Create your own dashboards, custom reports, and attribution models

· View predefined dashboards and segments imported from the Solutions Gallery

Source

https://support.google.com/analytics/answer/6367342?hl=en

Instructions on capturing screenshots

HOW DO I TAKE A SCREENSHOT OF MY COMPUTER SCREEN? (WINDOWS)

There are several ways to take a screenshot on a Windows computer (instructions are also available for  Mac,  iPhone, iPad and  Android devices). Here are two options:

Using the Snipping Tool

Step 1: Launch the Windows  Snipping Tool application  (Note: You may need to use the search function in your Windows  Start menu or toolbar to locate the  Snipping Tool application) .  Step 2: Click the  New button. Step 3: Draw a box on your screen around the area you wish to capture. The contents of the box have been copied to your computer's clipboard.  Step 4: Go to  File >  Save As and save the screenshot to your computer in a location of your choice.    Step 5: If applicable, attach the screenshot when you submit a technical support web case at the  Help Center or when you reply to an email request from a technical support agent.

Using the Print Screen Key

Step 1: Maximize the window you wish to capture and minimize all other windows.

Step 2: Press the  PrtScn (Print Screen) key on your keyboard. The  PrtScn key is usually located in the upper right corner of the keyboard above the  Insert key or the  Number keypad. This will save the image to the Clipboard.

Step 3: Click  Start > All Programs > Accessories > Paint. When Paint opens, click the  Home tab and then click  Paste.

Step 4: Click the  Paint dropdown arrow to the left of the  Home tab. Step 5: Select  Save as in the dropdown menu. Then, select  JPEG Picture and save the image to your computer.

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Data Analytics

Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping center in town. You have spent a small fortune on advertising and branding. You have gone to great lengths to ensure that you’re stocking all of the prestigious brands. Come opening day, your store is inundated with visitors and potential customers.

And yet, you are hardly making any sales. Could it be because you have one cashier for every hundred customers? Or possibly it is the fact that the smell of your freshly painted walls chases customers away before they complete a purchase? While it can be difficult to isolate and track the factors affecting your revenue in this fictional store, if you move it online, you will have a wealth of resources available to assist you with tracking, analyzing, and optimizing your performance.

To a marketer, the internet offers more than just new avenues of creativity. By its very nature, it allows you to track each click to your site and through your site. It takes the guesswork out of pinpointing the successful elements of a campaign, and can show you very quickly what’s not working. It all comes down to knowing where to look, what to look for, and what to do with the information you find.

Key Data Analytics Terms

A/B test

Also known as a split test, it involves testing two versions of the same page or site to see which performs better.

Click path

The journey a user takes through a website.

Conversion

Completing an action or actions that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product.

Conversion funnel

A defined path that visitors should take to reach the final objective.

Cookie

A text file sent by a server to a web browser and then sent back unchanged by the browser each time it accesses that server. Cookies are used for authenticating, tracking, and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts.

Count

Raw figures captured for data analysis.

Event

A step a visitor takes in the conversion process.

Goal

The defined action that visitors should perform on a website, or the purpose of the website.

Heat map

A data visualization tool that shows levels of activity on a web page in different colors.

JavaScript

A popular scripting language. Also used in web analytics for page tagging.

Key performance indicator (KPI)

A metric that shows whether an objective is being achieved.

Log file

A text file created on the server each time a click takes place, capturing all activity on the website.

Metric

A defined unit of measurement.

Multivariate test

Testing combinations of versions of the website to see which combination performs better.

Objective

A desired outcome of a digital marketing campaign.

Page tag

A piece of JavaScript code embedded on a web page and executed by the browser.

Ratio

An interpretation of data captured, usually one metric divided by another.

Referrer

The URL that originally generated the request for the current page.

Segmentation

Filtering visitors into distinct groups based on characteristics in order to analyze visits.

Target

A specific numerical benchmark.

Visitor

An individual visiting a website that is not a search engine spider or a script.

Data Analytics: Goals, Tools, Benefits, and Challenges

Set