Homework: Marketing & Digital Strategy- Individual Portfolio
Guidelines:
An individual portfolio that consists of a digital dashboard, its analysis, and recommendations coming from it. The students will examine how digital metrics can be used to assist with the organization decision making for the acquisition and/or the retention of customers. Throughout the module, there will be formative interventions to support students in preparation for thesummative assessment.
You have been asked to develop a dashboard portfolio. All recommendations within the plan must be supported by robust data and information. The key to success in this homework is the creativity in data analysis and the critical argumentation of all recommendations.
The focus of this assessment is to make recommendations by analysing the dashboard from Google
Demosite. Your plan must include:
a. The current situation (8-14 March)
b. Progress/comparison of metrics (1-7 March vs. 8-14 March)
c. Use tables provided by the Demosite.
d. Justification of the key metrics that will be used to measure the effectiveness of the website.
e. Recommendations on customer acquisition or retention.
By using the Google Analytics Demo Site (data from Google Merchandise Store), check the performance of the Merchandise Website. Use the dates of 1-7 March and 8-14 March. First, you need to understand the current strategy (8-14 March) by conducting a situational analysis on the data. Explain metrics like channels, traffic, users, google ads, session and session duration, and country.
Afterwards, conduct a comparison of the two weeks. Analyse which strategies have been working, which metrics you are analysing. Investigate sales and conversion metrics. Suggest one additional strategy that has potential based on your data analysis. Justify your answers with references.
Recommendations should be based on the data and trend analysis from other resources. What else can they do in the future months? What should be their plans?
Format your homework according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.