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Competency

Classify data analytics and reporting methods for tracking digital marketing engagement.

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Scenario Information

Your small marketing consulting firm was recently hired by Costa’s Customs. Costa’s Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa’s Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa’s Customs’ current marketing strategy ignores all forms of digital marketing. They’ve come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa’s Customs’ background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.

Costa’s Customs’ Company Profile

Your small marketing consulting firm was recently hired by Costa’s Customs. Costa’s Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa’s Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa’s Customs’ current marketing strategy ignores all forms of digital marketing. They’ve come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa’s Customs’ background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.

Instructions

With the growing number of digital marketing campaigns in various states of development and implementation, you realize that you need to get a handle on how to analyze and report on the performance of each. After discussing this with your administrator, she has given you a spreadsheet from a paid search campaign on the Adwords platform and has asked you for a report analyzing this historical data. Your administrator has given data from the case company’s previous campaigns in the form of two Excel spreadsheets. One is a Google Adwords campaign, and the other is a Bing Ads campaign.

You have been asked to create a report which includes the following:

  • Introduce the importance of website analytics through an executive summary focused on how best to use Google Analytics to track metrics that align with Costa’s business goals.
  • Analyze paid search campaign results in the supplied spreadsheet and summarize insights, optimization recommendations, and trend identification.
  • Conclude your report.
    • Why it is important to track digital marketing campaigns and ensuing website traffic for Costa’s using Google Analytics?
    • What are some key metrics to track? How do you turn that data into actionable decisions?