MKT/448 WEB ANALYTICS FOR DIGITAL MARKETING The Latest Version A+ Study Guide
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MKT 448 Entire Course Link https://uopcourses.com/category/mkt-448/ **********************************************
MKT 448 Week 1 Defining Process and Value of Digital Analytics Write a 1,050- to 1,400-word paper in which you define the process used to create marketing and business value using digital analytics. Summarize the data analytics process with regard to the Analytics Value Chain and the digital analytics P's. Define "optimizing", "predicting", and "automating" from a digital analytics perspective. Identify 3 to 5 data culture issues in marketing organizations that include requirements for appropriate labor, technology, and strategy. Provide two business examples that explain the importance of using web analytics for organizational success, and how business economic value can be created by investing in digital analytics. Include a reference page with a minimum of three references, including the course textbook. Format your paper consistent with APA guidelines.
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MKT 448 Week 2 Building a Marketing Case for Data Analytics You are the new CMO in charge of migrating an organization of your choosing toward a data-driven culture. You are making a presentation to your Board of Directors in which you describe the issues facing marketing organizations in relation to building a datadriven culture. Your objective is to define the business justification for investing in appropriate marketing talent and technologies that are focused on data analytics. Create a 10- to 15-slide MicrosoftÂŽ PowerPointÂŽ presentation with speaker notes. Describe a market growth issue in your selected company. Describe methods to address this issue through investment in data analytics, and include requirements for appropriate labor, technology, and integrated marketing strategy. Analyze marketing performance gaps in your selected company (e.g. talent, technology, and marketing strategy) in relation to the market growth issue. Include your recommendations for team goals and roles that support your analysis. Describe the business value to the company of this data-driven culture migration with respect to the Analytics Value Chain and the digital analytics P's. Summarize the key points and factors within the presentation that will support the business case for your recommendations. Include a slide at the end with a minimum of three references (including the textbook) that are properly cited in the slides and notes. Format your presentation consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
MKT 448 Week 3 Dashboards for Monitoring Conversions Resource: Building a Digital Analytics Organization, Ch. 7 Write a 700- to 1,050-word paper in which you analyze the use of dashboards to monitor conversion rates. Select a Fortune 500 organization that uses digital marketing.
Identify and describe a digital value-generating activity from your organization's social media or digital marketing platform that an online visitor might complete (such as clicking on a promotional button, subscribing through an app, or purchasing a product). Define "dashboarding" as it relates to monitoring, reporting, and analysis. Evaluate the dashboarding tools used to highlight the marketing and business performance data for your selected digital value-generating activity, and include an analysis of the five elements of excellent dashboarding on pages 203-204 in Building a Digital Analytics Organization, Ch. 7. Select one dashboard on this list to monitor the conversions for your selected valuegenerating activity, and justify your selection: Buffer Hootsuite Klout Visual.ly's Google Analytics Report Visual.ly's Facebook Insights Social Mention BuzzSumo Tableau Include a reference page with a minimum of three references, including the course textbook. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. Note: Grades are awarded based upon individual contributions to the Learning Team assignment. Each Learning Team member receives a grade based upon his/her contributions to the team assignment. Not all students may receive the same grade for the team assignment.
MKT 448 Week 4 Meaningful Qualitative Digital Intelligence for Key Performance Indicators Write a 700- to 1,050-word paper in which you describe methods used to collect and integrate quantitative and qualitative data that are used to evaluate customer experience relative to market growth. Define a market growth issue for the organization selected by your team in Week 3.
Describe three Key Performance Indicators of market growth for this organization. Define a single qualitative research objective that will address these three KPIs. Build a four-question qualitative survey tool that addresses your research objective and utilizes the types of qualitative data recommended in your required reading. Explain how a survey tool should be used to gather relevant qualitative data. Describe a method from your textbook that can be used to integrate the resulting qualitative data with quantitative social media data. Summarize how quantitative and qualitative data results can be used together by the market research team to achieve market growth research objectives. Include a reference page with a minimum of three references, including the course textbook. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. Note: Grades are awarded based upon individual contributions to the Learning Team assignment. Each Learning Team member receives a grade based upon his/her contributions to the team assignment. Not all students may receive the same grade for the team assignment.
MKT 448 Week 5 Digital Analytics and Predictive Analyses Write a 700- to 1,050-word paper in which you evaluate how digital analytics data can be used together with predictive analyses to plan customer response and acquisition through the customer life cycle. Summarize your findings and conclusions from your team's Week 4 paper, describing how data and analytics addresses the market growth issue and research question. Research and analyze the marketing and business value of two of the following topics in the unified customer life-cycle: Predictive personalization Closed-loop behavioral feedback systems Real-time relevant content and advertising, and wearable computers Sensing and responding Interactive and alerting Geo-specific relevance and intent targeting
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Automated services and product delivery Data-interactive shopper and customer experience
Assess privacy, ethical issues, and rules specific to the digital data that your team will use to address your market growth issue. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. Note: Grades are awarded based upon individual contributions to the Learning Team assignment. Each Learning Team member receives a grade based upon his/her contributions to the team assignment. Not all students may receive the same grade for the team assignment.
MKT 448 Week 5 Signature Assignment: Methods of Targeting and Retargeting About Your Signature Assignment Signature/Benchmark Assignments are designed to align with specific program student learning outcome(s) in your program. Program Student Learning Outcomes are broad statements that describe what students should know and be able to do upon completion of their degree. Signature/Benchmark Assignments are graded with a grading guide or an automated rubric that allows the University to collect data that can be aggregated across a location or college/school and used for course/program improvements. Write a 1,050- to 1,400-word paper in which you analyze targeting and retargeting practices. Select one of the examples from your Week 4 individual paper in which the organization was able to use digital analytics and/or competitive intelligence to identify behaviors and predict opportunities within a targeted segment. Describe behaviors that make the target segment unique. Select a type of targeting as well as an online marketing communications channel through which the organization can best reach its targeted audience and differentiate itself from competitors. Evaluate types of retargeting, including methods that are useful and ethical to use within this particular target market.
Include a reference page with a minimum of three references, including the course textbook. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.