Assignment 3: Digital Marketing Analytics

Step 1: Discuss Customer Relationship Management and Search Engine Optimization

Step 2: Discuss Data Analytics and Complete Google Analytics Tutorial

Step 3: Answer CompanyOne’s Data Analysis Questions


Evaluation Criteria



1: Discuss Customer Relationship Management and Search Engine Optimization

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

Good afternoon,

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 reading, 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.




Discussion Topics 1 and 2

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.


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.


2: Discuss Data Analytics and Complete Google Analytics Tutorial

Subject: Digital Marketing Follow-Up for CompanyOne

From:     Ying Bao, Associate Consultant, MCS

To:          You and Team,

Great work on the first two topic discussions. I can tell we’re heading in the right direction. To keep the momentum going, I’d like you to complete two more group discussions at our meetings.

As you discuss these topics, be sure you understand the following concepts related to data analytics:

Also please complete the excellent Google Analytics for beginners’ tutorial that is available free online. I’m providing step-by-step access instructions for the tutorial in the attachments below (see How to Access Google Analytics for Beginners Tutorial).

To get some hands-on practice from what you learned in the tutorial, activate the Google Analytics demo account when you are done.

Thanks for your focus, everyone. Review the readings, participate in the discussion activity, and finally complete all four units of the Google Analytics tutorial.




Discussion Topics 3 and 4

Topic 3

There are three key elements to be considered when CompanyOne conducts a digital brand analysis. These elements are:

  1. Brand share 2. Brand audience 3. Brand and consumer alignment.

Explain the role that each of these elements plays in CompanyOne’s digital brand analysis. You will need to conduct research to respond to this topoc!


Topic 4

Most social platforms provide huge amounts of data; however, in the aggregate, which is not very useful. Accordingly, it is not advised that CompanyOne analyze its traffic in aggregate. Web analytics guru Avinash Kaushik argued that “data in the aggregate is useless;” companies should segment or die! (Hemann & Burbary, 2018, p. 13).

Explain six of the segmenting strategies that CompanyOne may pursue when using Google Analytics (GA), and the pros and cons of each of them.

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.



3: Answer CompanyOne’s Data Analysis Questions

You have just completed the GA tutorial when you receive a memo from Ying marked CONFIDENTIAL. You scan the memo to find a list of client questions that have been assigned to you. You are expected to use Google Analytics to answer the 10 questions in the memo. The Google Analytics demo account will give you access to data from the Google Merchandise Store, which in this project represents CompanyOne’s data.

Review these instructions for How to Activate the Google Analytics Demo Account.

Submit your answers to each of the ten questions and the accompanying screenshots in a Word document.

Remember to include one or more screenshots of the relevant Google Analytics page to support your answers. If you need help with creating screenshots, review these instructions on capturing screenshots for your Microsoft, Apple, or Android system.  The next step provides a summary of all deliverables due.







APA Format

This reference is hanging i.e. starting the second line there is an indentation, for example:

Cai, R. A., & Guinote, A. (2017). Doing many things at a time: Lack of power decreases the ability to multitask. British Journal of
Social Psychology, 56
(3), 475–492.


Please use APA reference website:

Quality + Quantity + Scholarly & Reliable Non-Scholarly Research + Extensive Use of the textbooks

The course readings and scholarly sources have to be used to support concepts in all projects.


Support your work with the course readings, scholarly sources, and reliable non-scholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Statista,,, Money, Forbes, Fortune, Statista, Financial Times, The Wall Street Journal, and Harvard Business Review, as well as the Library databases, such as Ibis World, Hoover’s and ABI/INFORM. All sources need to be cited using APA 7.0 formatting, both within the text and in the reference list. The report should be organized using headings and subheadings to improve its readability.





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