Assignment: Tracking Platforms
Competency
Evaluate various tracking platforms and their impact on measurement.
Scenario
You are currently an assistant to the national director of online marketing in the marketing department at Digital Market Makers, a national marketing firm with local offices across the nation.
There is a department meeting scheduled to review the current tracking tools being used, and what impact they have on measurement.
Instructions
The director, Rowan Jones, has asked you to supplement what they are going to be discussing in the meeting by creating a brief presentation on tracking systems and options that are available.
Select a for-profit company that has a website and sells within multiple states. Ideally, select a company that is small-to-midsized. The company should have no more than 500 employees and the revenue (if known) should be less than $40 million.
Create a presentation for Rowan Jones and the marketing department that includes the following:
• Explain what tracking systems are, and why they are vital in digital marketing.
• Define and explain use of key performance indicators.
• Identify where and how tags are used with tracking.
• Review how conversion tracking functions.
• Determine black hat considerations for the company.
• Having a good set of speaker notes for each of your slides helps ensure you cover everything necessary.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.