TAS1

Rubric

A: CURRENT STORAGE PRACTICES

Competent

The submission includes an accurate description of Kamelon’s current data storage practices using information from the scenario.

A1: RECOMMENDATIONS FOR IMPROVEMENTS TO DATA STORAGE PRACTICES

Competent

The 2 recommended improvements to the data storage practices are logical and use 1 of the given data types and 1 of the given data structures.

A2: JUSTIFICATION OF RECOMMENDED IMPROVEMENTS

Competent

The submission logically justifies the 2 recommended improvements to the data storage practices from part A1.

B: STEPS OR PROCEDURES

Competent

The submission includes a list of 4 steps or procedures that Kamelon employees should follow when working with data and accurately applies the DMA framework in sequence.

C:EXPLANATION OF STEPS OR PROCEDURES

Competent

The submission includes a logical explanation of why the steps or procedures from part B are important to achieving the primary marketing goal from the scenario.

D1: HELPFUL DATA

Competent

The submission logically identifies what data would be helpful to better understand the Kamelon consumer journey and where the data can be collected and uses the McKinsey consumer decision journey model as a guide.

D2: ACQUIRING AND RETAINING CUSTOMERS 

Competent

The submission logically explains how the data can help to acquire and retain Kamelon customers and uses the McKinsey consumer decision journey model as a guide.

E1: RECOMMENDED MARTECH STACK

Competent

The submission uses the "MarTech Stack Template" and accurately identifies the 7 current Kamelon technologies and at least 5 additional relevant technologies based on Kamelon’s technology gaps and the primary marketing goal.

F: EXPLANATION OF TECHNOLOGIES

Competent

The submission logically explains why each of the 12 technologies identified in part E1 were placed in their respective category in the“MarTech Stack Template” created in part E1.

G: SOURCES

Competent

The submission includes in-text citations for sources that are properly quoted, paraphrased, or summarized and a reference list that accurately identifies the author, date, title, and source location as available.

H: PROFESSIONAL COMMUNICATION

Competent

This submission demonstrates correct use of spelling, grammar, punctuation, and sentence fluency. You have demonstrated quality professional communication skills in this submission.

VWM1: Digital Marketing Analytics

MarTech Stack Template

MarTech Stack Template

PAGE 1

Task 1 Scenario

You have been hired as a digital marketing strategist at Kamelon, a fictional athletic apparel retailer available in North America and headquartered in Chicago, Illinois. Kamelon is known for its premium, high-quality athletic apparel for women and men. Some of its most profitable product categories include leggings, shorts, sweatpants, sweatshirts, and tank tops. Loyal customers speak highly of Kamelon products because of the products' unmatched style and durability.

You are the first employee at this company who is focused on applying digital marketing analytics principles and strategies. Even the manager has very little experience with digital marketing analytics. Therefore, you have been hired to make analytics recommendations once you have a better understanding of the current analytics processes.

Based on the company’s current analytics processes and your digital marketing expertise, you have determined that Kamelon is at Level 1: Basic on the Gartner analytics maturity model. The company has a significant opportunity for analytics improvement. The following paragraphs describe some of the most important analytics details you were able to find.

Your manager provided you with this list of current marketing technologies that the company uses: Excel, Constant Contact, Facebook Ads, Google Ads, WordPress, Google Tag Manager, and Google Trends.

Beyond the use of these marketing technologies, your manager explained how data are currently accessed and stored. Data are gathered by various employees in an ad hoc manner with no documented process. To access previously collected data, employees must carefully search through hundreds of unstandardized Excel files saved to the company’s shared file drive. Often, employees have found it is easiest to just regenerate or repull the data from the original source.

PAGES 14

Introduction

This task will assess your knowledge about digital marketing analytics concepts such as data types, data structures, the digital marketing analytics (DMA) framework, the McKinsey consumer decision journey model, and marketing technology MarTech stacks. You will use the information provided in the attached scenario to answer the task prompts. By completing this task, you will demonstrate your understanding of the following:

•  the optimization of data storage practices

•  the application of the DMA framework

•  the role of data in making decisions using the McKinsey consumer decision journey model

•  the different technology software that digital marketers use

Scenario

Refer to the information in the attached “Task 1 Scenario.”

Requirements

You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course. Tasks may  not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).

Create a digital marketing analytics proposal ( suggested length of 1,000–1,500 words) using the information from the "Task 1 Scenario" supporting document by doing the following: 

Section 1: Data Types and Structures

A.  Describe Kamelon’s current data storage practices:

1.  Recommend  two improvements to the data storage practices using  one data type: string, date, integer, decimal, and Boolean; and  one data structure: table, database, data warehouse, and data lake.

2.  Justify the  two recommended improvements to the data storage practices from part A1.  

Section 2: The Digital Marketing Analytics (DMA) Framework

B.  List  four steps or procedures, applying the DMA framework in sequence, that employees at Kamelon should follow when working with data.

C.  Explain why the steps or procedures from part B are important to achieving the primary marketing goal from the scenario.  

Section 3: Consumer Decision Journey

D.  Recommend data collection to understand insights specific to the consumer journey for Kamelon customers using the McKinsey consumer decision journey model as a guide (Exhibit B) by doing the following:

1.  Identify what data would be helpful to better understand the Kamelon consumer journey and where the data can be collected.

2.  Explain how the data can help to acquire and retain Kamelon customers.  

Section 4: Marketing Technology Stack

E.  Create a recommended marketing technology (MarTech) stack for Kamelon by completing the attached “MarTech Stack Template,” using information from the scenario, by doing the following:

1.  Identify the  seven current Kamelon technologies and  at least  five additional technologies based on Kamelon’s technology gaps and the primary marketing goal.  

F.  Explain why  each of the  twelve technologies (seven existing and five new from part E1) were placed in their respective category in the “MarTech Stack Template” created in part E1.  

G.  Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.  

H.  Demonstrate professional communication in the content and presentation of your submission.

Rubric

A: CURRENT STORAGE PRACTICES

Competent

The submission includes an accurate description of Kamelon’s current data storage practices using information from the scenario.

A1: RECOMMENDATIONS FOR IMPROVEMENTS TO DATA STORAGE PRACTICES

Competent

The 2 recommended improvements to the data storage practices are logical and use 1 of the given data types and 1 of the given data structures.

A2: JUSTIFICATION OF RECOMMENDED IMPROVEMENTS

Competent

The submission logically justifies the 2 recommended improvements to the data storage practices from part A1.

B: STEPS OR PROCEDURES

Competent

The submission includes a list of 4 steps or procedures that Kamelon employees should follow when working with data and accurately applies the DMA framework in sequence.

C:EXPLANATION OF STEPS OR PROCEDURES

Competent

The submission includes a logical explanation of why the steps or procedures from part B are important to achieving the primary marketing goal from the scenario.

D1: HELPFUL DATA

Competent

The submission logically identifies what data would be helpful to better understand the Kamelon consumer journey and where the data can be collected and uses the McKinsey consumer decision journey model as a guide.

D2: ACQUIRING AND RETAINING CUSTOMERS 

Competent

The submission logically explains how the data can help to acquire and retain Kamelon customers and uses the McKinsey consumer decision journey model as a guide.

E1: RECOMMENDED MARTECH STACK

Competent

The submission uses the "MarTech Stack Template" and accurately identifies the 7 current Kamelon technologies and at least 5 additional relevant technologies based on Kamelon’s technology gaps and the primary marketing goal.

F: EXPLANATION OF TECHNOLOGIES

Competent

The submission logically explains why each of the 12 technologies identified in part E1 were placed in their respective category in the“MarTech Stack Template” created in part E1.

G: SOURCES

Competent

The submission includes in-text citations for sources that are properly quoted, paraphrased, or summarized and a reference list that accurately identifies the author, date, title, and source location as available.

H: PROFESSIONAL COMMUNICATION

Competent

This submission demonstrates correct use of spelling, grammar, punctuation, and sentence fluency. You have demonstrated quality professional communication skills in this submission.