Digital Marketing Strategy, CRM, SEO and Data Analytics Discussion

Task:

You will have a total of three weeks to finish this project: two weeks for discussion and the Google Analytics tutorial, 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 and Complete Google Analytics Tutorial
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. Check Your Evaluation Criteria

Before you submit your assignment, review the competencies below, which your instructor will use to evaluate your work. A good practice would be to use each competency as a self-check to confirm you have incorporated all of them in your work. To view the complete grading rubric, click My Tools, select Assignments from the drop-down menu, and then click the project title

2.5: Develop well-reasoned ideas, conclusions or decisions, checking them against relevant criteria and benchmarks.
3.3: Analyze mathematical or statistical information, or the results of quantitative inquiry and manipulation of data.
3.2: Employ mathematical or statistical operations and data analysis techniques to arrive at a correct or optimal solution.
3.1: Identify numerical or mathematical information that is relevant in a problem or situation.
1.3: Provide sufficient, correctly cited support that substantiates the writer's ideas.
6.4: Develop and recommend strategies for an organization's sustainable competitive advantage.
1.6: Follow conventions of Standard Written English.
3.4: Employ software applications and analytic tools to analyze, visualize, and present data to inform decision-making.
12.2: Analyze marketing information.

Step 1: Discuss Customer Relationship Management and Search

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.

Step 1: Discuss Customer Relationship Management and Search Engine Optimization

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.

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. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 5 at the latest.

Review the MBA Discussion Guidelines for instructions on participation in discussions.

When you have finished, proceed to the next step, where you will continue your meetings and will be trained to use Google Analytics.

Step 2: Discuss Data Analytics and Complete Google Analytics Tutorial

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.

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

Also for this week, 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).

Discussion Topics 3 and 4

How to Access Google Analytics for Beginners Tutorial
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. 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 and all four units of the Google Analytics tutorial, 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.
Glossary

Consult the Digital Marketing Glossary for assistance.

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.

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

Consult the Digital Marketing Glossary for assistance.