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Project 3: Digital Marketing Analytics

Introduction

You will have a total of three weeks to finish this project: two weeks for discussion 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 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. To view the complete grading rubric, click My Tools, select Assignments from the drop-down menu, and then click the project title.

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

· 1.6: Follow conventions of Standard Written English.

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

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

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

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

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

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

· 12.2: Analyze marketing information.

· Step 1: Discuss Customer Relationship Management and Search Engine Optimization

· Professionals in the Field

· Transcript

· MBA640 Digital Campaigns

· Transcript

· My personal experience has taught me that over the course of your career you will be asked to learn new things, you'll be placed on teams where you may not

· have the deep expertise that's called for and you're going to have to keep learning.

· My first digital campaign is a great memory.  I had an idea of something to promote and typically what I would have done is sent out a direct mail campaign to promote that type of thing.

· In this instance I decided to do an email marketing campaign and it allowed us to respond to our customer personally and very quickly. So we were offering them something of value.

· The results were immediate.

· We had to actually build capacity which is a great problem to have.

· I decided that what we would do for the initial responses we would qualify them with telephone. That was the most immediate and personal way we would get in touch with them and that for those who met our criteria,

· I would actually offer in-person meetings for those for whom it was possible. So we converted 15% of our prospects and we had our best quarter ever.

· What I brought away from that experience though wasn't  just the power of digital marketing but that you had to offer something of value you had to have a message that the customer would find, be receptive to.

· You had to have a good understanding of marketing strategy along with the digital marketing. The world is a competitive place,  before you know it your competitors are all doing what you do.  Everyone catches up.

· Marketing has undergone an incredible transformation last ten to fifteen years.

· The terminology in marketing has changed so much that five years ago we were not even using the term digital marketing.

· If we were we certainly didn't have agreement on it, some people were calling it web marketing, some were calling it online marketing, e-marketing and you'll still see these terms in many places.

· I'm not sure in five years we're still going to be calling this digital marketing.

· From beginning to end it's about predicting human behavior and that is something that we may never crack that kuk entirely but that's what keeps me coming back day after day to marketing

· [Music]

·  

· As Jillian Best had promised, Ying’s email lands in your inbox by midafternoon on Friday.

· INBOX: 1 New Message

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

· Good afternoon,

· 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.

· 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.

· Thanks so much, really looking forward to seeing your posts in these two areas.

· Ying

·

· Attachments:

· Discussion Topics 1 and 2

· 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. 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. 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.

· Glossary

· Consult the  Digital Marketing Glossary  for assistance.

Course Resource

Print

Discussion Topics 1 and 2

Discussion

As a requirement for this series of meetings, post one main response to each of the two topics; one of them should be by Saturday.Then respond to at least two main postings from the team by Tuesday.

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.

 

Source:

Scheiner, M. (2021).  What is social CRM? 10 Best social media CRM tools & software platforms. https://crm.org/crmland/social-crm

© 2024 University of Maryland Global Campus

All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or integrity of information located at external sites.

MBA Discussion Guidelines

Throughout the MBA program, you will be asked to participate in discussions. Assigned discussions, both individual and group work, are part of the process of developing your project deliverables.

In general, address your discussion posts to your classmates, rather than the instructor. Do not attach files; use only the discussion textbox. Your posts do not need the structure or format of formal business memos or reports. These discussions should be an informal exchange of ideas with your peers. You should, of course, still adhere to the norms of standard written English.

To receive the maximum benefit, you should participate in accordance with the guidelines provided below.

· timeliness

· initial posting(s) submitted by Saturday

· response(s) to other discussion postings submitted by Tuesday

· proper citation

· cite sources any time you quote or paraphrase an idea or evidence from another work

· use APA citation style (example below)

· meaningful engagement

· posts contribute to substantive scholarly discussion

· student demonstrates professionalism in interaction with peers

· posts critically discuss topics presented in the current week and, when appropriate, in previous weeks

· posts are grounded in the theories and concepts presented in the course

Example:

Based on the  UMGC library’s guidance on APA citations , including guidance on how to cite content from the UMGC online classroom, please use the following format for classroom resources with no author or no date:

Title of resource. (n.d.). Document posted in University of Maryland Global Campus Course Name Course Number online classroom, archived at:  hyperlink

 

© 2024 University of Maryland Global Campus

All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or integrity of information located at external sites.