Marketing and digital strategy – individual portfolio

Assignment Guidelines:

An individual portfolio that consists of a digital dashboard, its analysis, and recommendations coming from it. The students will examine how digital metrics can be used to assist with the organisation decision making for the acquisition and/or the retention of customers. Throughout the module, there will be formative interventions to support students in preparation for thesummative assessment.

You have been asked to develop a dashboard portfolio. All recommendations within the plan must be supported by robust data and information. The key to success in this assignment is the creativity in data analysis and the critical argumentation of all recommendations.

The focus of this assessment is to make recommendations by analysing the dashboard from Google

Demosite. Your plan must include:

• The current situation (8-14 March)

• Progress/comparison of metrics (1-7 March vs. 8-14 March)

• Use tables provided by the Demosite

• Justification of the key metrics that will be used to measure the effectiveness of the website.

• Recommendations on customer acquisition or retention.

By using the Google Analytics Demo Site (data from Google Merchandise Store), check the performance of the Merchandise Website. Use the dates of 1-7 March and 8-14 March. First, you need to understand the current strategy (8-14 March) by conducting a situational analysis on the data. Explain metrics like channels, traffic, users, google ads, session and session duration, and country.

Afterwards, conduct a comparison of the two weeks. Analyse which strategies have been working, which metrics you are analysing. Investigate sales and conversion metrics. Suggest one additional strategy that has potential based on your data analysis. Justify your answers with references.

Recommendations should be based on the data and trend analysis from other resources. What else can they do in the future months? What should be their plans?

Your analysis must be supported with data (from the Demosite) and evidence (citations,quotations and referencing). You have to use in-text citation as well as have a full reference list at the end – both in-text citation and Reference list have to follow APA Style of Referencing.







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