Bravissimo company
You have arrived within your chosen SME as a new digital marketing manager, the only resource you have is yourself. Your predecessor didn’t prepare any paperwork or handover documents for you to review. You have been asked to prepare a briefing paper for the marketing director of your SME. It will need to consider best-practise sources of measurement techniques, and the data these provide for identifying improvements in the level of performance. You have been given three key non-smart objectives:
1. Raise awareness of the brand
2. Increase the level of conversions
3. Increase the level of retention
Section B: Digital Data Channel Activity (30%)
(1) Perform an external audit and map out all the different digital activities you can identify for this organisation. Justify how you went about this and the range of marketing technology tools and techniques you use, the processes, and any other factors that has influenced you on how you would set about mapping these digital activities.
(2) Once you have created the map of activities (1). Discuss the McKinsey Consumer Decision Journey model in relation to these map activities. Evaluate the importance on the customer persona in the context of this model and analytics.
(3) Define your whole digital marketing analytics framework, including a set of digital marketing metrics that you would choose to use for these activities against the set of objectives, and any KPI’s you have identified. You should include the consideration of various types of marketing metrics.
Identify the analytical maturity level of your current SME and then go on and justify what level of analytical maturity you think they need to aim for and why. Drop???
Section C: Measurement Techniques and Data Sources
(4) Evaluate the Gartner analytic ascendancy model in terms of the decision- making framework for your SME. Evaluate, discuss and select your marketing technology tools stack you plan to use against the digital activities.
(5) Select any TWO of the chosen organisation’s digital marketing metrics and critique the data capture, storage and analysis techniques you might use and the different categorization of these. How you might gain insight from these techniques (3) that could be used to meet any one of the objectives, increase performance, and when formulating marketing strategy.
(6) Formulate and justify how you might go about the tagging and the implementation, or the checking of Google analytics for your SME. Furthermore, discuss a social media listening programme and how you might develop the ability to use data to anticipate a social media crisis or improve customer service.
Section D: Data reporting from the Data (20%):
(7) Evaluate what relevant data could be used to populate the dashboard to measure the performance. Create a simple prototype dashboard that demonstrates the impact of the chosen data on the business over time against any KPI’s. Recommend how the importance of the digital marketing metrics could be communicated across your SME. Evaluate the factors which would determine the way in which automated alerts would be used to monitor changes in the product/service performance.
