Assignment task:
The global fashion industry is recognized for its fast-paced changes and the ability to generate revenue through a variety of channels including e-commerce, brand partnerships, and direct sales. With an increasing trend in online shopping, particularly in Europe, major fashion brands are looking to implement advanced digital marketing strategies to enhance their reach.
Assume you are the digital marketing analyst for a well-known fashion brand, tasked with utilizing digital marketing and analytics techniques to help the brand evaluate customers' responses to these new strategies and enhance their online presence, thereby increasing revenue in the European market.
(a) Identify the business goal and strategic goal of using digital marketing analytics in this context.
(b) Discuss four (4) opportunities that are created by establishing an online marketing presence and leveraging digital analytics in this context.
(c) Find an online shopping website of a European fashion brand, examine the types of customer data available through the online shopping portal, and explain the relevance of these data for the fashion industry
(d) Identify three (3) challenges in leveraging the customer data from Question 1(c) for your analysis.
(e) Formulate three (3) digital marketing metrics that are pertinent and beneficial for assessing the success of the new strategies.