Discuss Customer Relationship Management and Search Engine Optimization
Project 3 Digital marketing Analytics
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Introduction
You will have a total of three weeks to finish this project: two weeks for discussion and one week to answer the client’s data analytics questions. You should complete the four steps of this project by the end of Week 7:
Step 1: Discuss Customer Relationship Management and Search Engine Optimization
Step 2: Discuss Data Analytics
Step 3: Answer CompanyOne’s Data Analysis Questions
Step 4: Submit Your Work
You must participate in the discussions within the designated time period in order to satisfy the requirements of this project.
If you have any questions, ask your instructor. To get started, click Step 1: Discuss Digital Marketing Challenges.
Step 1: Discuss Customer Relationship Management and Search Engine Optimization
PROFESSIONALS IN THE FIELD
Transcript
As Jillian Best had promised, Ying’s email lands in your inbox by midafternoon on Friday.
INBOX: 1 NEW MESSAGE
Subject: Digital Marketing with CompanyOne
From: Ying Bao, Associate Consultant, MCS
To: You and Team
Good afternoon,
I’m looking forward to working with you all on this project. 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 readings for this project, 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.
Ying
Attachments:
Discussion Topics 1 and 2
Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. 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. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 5 at the latest.
Step 2: Discuss Data Analytics
While you are about to continue attending meetings and participating in discussions in Week 6, Ying sends out the following email to you and the team.
INBOX: 1 NEW MESSAGE
Subject: Digital Marketing Follow-Up for CompanyOne
From: Ying Bao, Associate Consultant, MCS
To: You and Team
Hi team,
Great work on the first two topic discussions at last week’s meetings. 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 scheduled for this week. You can review these discussion topics in the attachment below. It is required that you respond to both of these topics as well.
As you discuss these topics, be sure you understand the following concepts related to data analytics:
working with data
tracking and collecting data
key elements of web analytics
segmentation in web analytics
Thanks for your focus, everyone. Review the readings, participate in the discussion activity.
Regards,
Ying
Attachments:
Discussion Topics 3 and 4
For an introduction to web analytics, GA4, and the Google Merchandise Store, see the attached Intro-to-Web-Analytics-and-Google-Analytics-4.mp4 voice-over video (4:59).
Transcript
Instructions for activating the Google Analytics demo account are available in the next step.
Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. 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. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 6 at the latest.
Review the MBA Discussion Guidelines for instructions on participation in discussions.
When you have completed your discussions proceed to the next step, where you will answer the questions CompanyOne has posed to MCS about the extent of their online merchandise store’s success.
Step 3: Answer CompanyOne’s Data Analysis Questions
The past few weeks have flown by. 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 by the end of Week 7. The Google Analytics demo account will give you access to data from the Google Merchandise Store, which in this project represents CompanyOne’s data.
This assignment is to use Google Analytics to develop consumer insights into an eCommerce site. Google Analytics, commonly known as GA, is a web analytics tool that collects, measures, and analyzes website data. You will use GA Version 4, the latest iteration of Google Analytics, where you will use GA4 to develop user insights from an e-commerce demonstration website, the Google Merchandise Store. The Google Merchandise Store is an e-commerce site that sells Google-branded merchandise. It contains data typical of what you would see for an e-commerce site.
For an introduction to web analytics, GA4, and the Google Merchandise Store, see the attached Intro-to-Web-Analytics-and-Google-Analytics-4.mp4 voice-over video (4:59).
To access the demo account, click the Google Analytics 4 property: Google Merchandise Store (web data) link: If you already have a Google account, you are prompted to log in to that account. If you don’t have a Google account, you are prompted to create an account and then log in. First, get oriented to the GA4 interface by taking a guided tour. Then, follow the instructions in each blue box
Review these instructions for How to Activate the Google Analytics Demo Account.
Submit your answers to each of the 10 questions and the accompanying screenshots in a Word document to the dropbox located in the final step of this project.
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. The next step provides a summary of all deliverables due during this project.
The screenshots should be used for validation purposes only. In, other words, if they are removed, your faculty can still get your full answers to the questions.
The next step provides a summary of all deliverables due during this project.
Step 4: Submit Your Work
By the end of Week 7, submit all of your work to the Assignments folder. Take note of the recommended delivery dates and file-naming protocols in the table below:
Requirements: Complete
Requirements: Short
Digital Marketing Analytics
Student’s Name:
Institutional Affiliation:
Course Name:
Professor’s Name:
Date of Submission:
Digital Marketing Analytics
Contemporary business leaders understand that pose any form of competitive advantage in their respective markets, they must make critical data-driven digital marketing decisions. Without proper maximization of advanced digital marketing concepts such as data analytics, search engine optimization (SEO) and ideal customer experience management (CRM), business managers run the risk of making blind decisions that could spell definitive doom to the future of the organization. This discussion aims to provide an in-depth perspective into the understanding of the above-mentioned digital marketing concepts based on Amazon as the preferred selected e-commerce site. Business leaders should embrace the policies of these concepts to overcome some of the most prevalent digital marketing challenges.
Digital Marketing Challenges
Advanced Technology
Technology keeps evolving into new phases of research and development, which in turn require new sets of skills, techniques and personnel because data is bigger and information grows by the hour. More technological advancement means that big data must be factored in when transitioning into e-commerce to compete positively in a select industry. Advanced technology compromises the success of digital marketing analytics due to discrimination in allocating public resources (Diez-Martin et al., 2019). As technology grows, so do the needs and expert knowledge required, and this means that some low-income businesses may need more resources to fund the transition into e-commerce. Conversely, high-profile businesses may benefit from advanced technology, especially when talented personnel harness its potential to optimize the organization’s productivity.
Heightened Costs
Digital promotion of any marketing content is increasingly expensive due to advanced technological growth and development initiatives and unsustainable living standards around the globe. Digital marketers know the unavoidable expenses to be met before securing the highest-ranking traffic and target audience. Software costs and securing authentic hardware to complement the virtual approach keep rising with each transaction. Hiring the right expert for the job is increasingly becoming challenging because not everyone can keep up with all the frequent and continuous technological advancements. Ideally, digital transformation requires a massive commitment to creating a formidable online presence in search engines like Google. Once the business is fully transformed into an e-commerce platform, additional marketplace charges must be factored in to ensure seamless running of the whole process.
Stress and Increased Workload
Technology continues to evolve in several essential fields of life in contemporary society, and this has, in turn, created an additional labour need to keep updated with the recent developments in the digital arena. For businesses, marketing experts and company leaders are tasked with spearheading the company in the right direction in keeping close contact with the latest technological trends in critical departments, such as human resources, finance and customer affairs. Employees feel the pressure to measure up to the set expected organizational objectives that regard synchronizing the company’s internal culture with the latest technology ideas in all vital departments of the firm. This unforeseen increased workload could trigger employee anxiety and stress, which are closely related to job dissatisfaction.
Employee Recruiting and Retention Issues
Hiring candidates for the perfect employee position requires deep attention to detail and creativity, considering the sensitivity of talent identification and retention today. Business leaders must address the essence of identifying strategic recruitment processes that identify the talents, skills and techniques that qualify a candidate as an ideal employee. Once the selected employees have been bagged, the company must again invent new ideas on how to keep the talented team motivated and inspired to achieve the company’s long-term objective. Employee retention is vital because it defines the people’s value of the perception of the business relationship with the community.
Topic 1
A social media CRM platform is a customer engagement process facilitated by social media platforms such as Facebook and YouTube. CRM (Customer Relationship Management) is a strategic interaction process designed by the business to improve its rapport with customers and the community. Thus, a social media CRM platform is a specific Facebook, Twitter, Instagram, or YouTube account or page created by a business to facilitate its interaction with the consumers and the community.
An online merchandise store like Amazon would benefit massively from combining its CRM insight with social media user data to enhance data-driven decision-making. An e-commerce platform like Amazon values data-driven decision-making processes based on social media user preferences, tastes, and trends because they are customer-centered values. Social data can provide a deeper insight into the specific preferences that shape each customer’s tastes and desires in the real world.
The impact of combining social media user data and CRM research on the business’s brand is reflected in its identity. Customers now know where to look when they want the best-customized e-commerce experience since most recommendations will be based on their search histories, inquiries, and requests. The brand will create a customized user experience as its main identity in the market, attracting more consumers that desire unique shopping adventures.
Topic 2
Amazon can use social CRM tools to track and engage its consumers across social platforms by creating backlinks and optimizing SEO. Backlinks provide an overview of the authenticity of a respective web page, especially when it is traced to another reliable source of information. Search engine optimization (SEO) can increase traffic to a webpage which helps Amazon reach a wider target market within a short time.
Company One can ensure a successful CRM strategy by embracing flexible critical decision-making processes. The best way to demonstrate this objective would be to implement the principles of situational leadership. An effective situational leader understands that different levels of growth and development of the company require contrasting interventions; thus, adaptability is key.
The company is bound to encounter the challenge of costly maintenance services. Unsustainable living standards and overlapping politics in legal and ethical matters governing digital marketing have triggered unfathomable hikes in all digital marketing places. Company One will also have to contend with the ethics and legal parameters of using consumer data to enhance business productivity, as the controversy of such situations is embedded in their unpredictable standards.
Customer Relationship Management
Customer relationship management is a leadership philosophy based on applying the interaction between customers and data throughout the customer’s and business’ lifecycle. Businesses use the principles of customer relationship management to boost sales while helping to retain talented and skilled employees due to the proficiency of the data gathered throughout the years of business interactions with the community. The cardinal objective of customer relationship management (CRM) systems is to use technological advancement, strategies and processes to analyze, research, predict and contextualize user data to understand customer values, tastes and preferences (Foltean et a., 2019). CRM software is the most sought-after technological application of the essence of CRM in real-life business scenarios as a business today continue to use the platform to streamline their customer data due to ease of access, management and utility.
CRM Components
An in-depth comprehension of the application of CRM principles breaks down the philosophy into approximately ten major sub-categories – sales force automation, geolocation services, marketing automation, contact centre automation, sales force automation, other software integration, project management, human resource management, artificial intelligence, led management and analytics. Each sub-category has a predetermined technological or customer-related role predesigned to inform the manager’s ability to keep track of the productivity level of various facets of the business. For instance, the CRM categorization of marketing automation uses specific tools that exhibit admirable automation features that identify repetitive and similar marketing tasks for quicker and more guaranteed lead generation strategies. The geolocation category focuses on the CRM capabilities to create customized campaigns based on the geographic differences and trends consumers display during a specific financial year. The human resource management CRM component allows the business to closely track employee data such as rights, performance evaluations and contact information. The Analytics CRM component helps the company make data-driven critical decisions that involve the marketing approach for maximizing the company’s target audience.
Types of CRM
The three primary types of CRM are open-source CRM, on-premises CRM and cloud-based CRM. Cloud computing makes cloud-based CRM the most sought-after CRM type due to the efficiency associated with the technology. Cloud-based CRM uses SaaS, also known as the software as a service approach to store data remotely for easy access for customers and the business through a secured internet connection. The on-premises CRM type is covered by the administrative responsibility of managing the software’s hardware regarding ethical and legal processes. Open source CRM is the final CRM type made accessible to the public through source code.
CRM Benefits to the Business
By studying buyers’ previous and current purchasing trends, the business can predict the trajectory of a given customer preference or taste in the future. CRM allows the business to use this data to make critical marketing initiatives such as investment ideas and how to improve customer relationships. The identified customer trends and tastes can be used to predict supply or demand for fundamental goods and services in the market. As a result of the automated processes, the company enjoys the luxury of seamlessly coordinating all professional tasks and responsibilities.
Search Engine Optimization
Search engine optimization (SEO) is a philosophy of the combined perspectives of science, business and art to allow web pages to rank better and higher in search engines. Google is one of the most commonly used search engines in the world, and the role of SEO is to help websites and web pages load faster, better and higher than each other to facilitate people’s desire to know more about various aspects of life in the world today. The importance of having a higher ranking web page is increased chances of the authenticity of the research under discussion and sourcing information from recently published evidence-based sources.
SEO Functionality
SEO works through three main metrics – links, content and page structure. Links sourced from other reliable websites are bound to attract the highest traffic because Google users are under the impression that the source of the link can be trusted and verified. After all, its reference originates from an equally credible source. Content works by customizing the components of a given website and using the gathered data to acquire a specific target audience in the search engine. Paying attention to the finer metrics associated with links, content and page structure, customer-centred approaches emerge as the common factor for ultimate CRM experiences. For web pages written in HTML, its typical structure has been altered to fit specific consumers that understand the value of relevant keywords and HTML codes.
SEO Techniques
SEO techniques are essential in helping the business how SEO works to improve the company’s overall productivity by solving customer and data-related issues. The six core SEO techniques for businesses are – content marketing, keyword research, link building, semantic markup, on-page optimization and site architecture optimization. One of the most influential SEO techniques is semantic markup, which allows the visitors of a particular web page to access customized user experiences on specific topics covered by that respective website (Pramesty & Ariesta, 2021). While this may not directly impact leads, the authenticity of the web page’s traffic visits is authenticated. Keyword research is the most popular SEO technique due to stiff competition among similar or alternative businesses today. As a result of allowing specific keywords to be identified in different content and contexts, content marketing becomes achievable since it is easy to update or create new content related to the identified keywords. Backlinks are links from other external websites used as the main determinants of high ranking in Google to facilitate link building.
SEO Tools
SEO tools are divided into five primary categories – social media, SEO platforms, backlink analysis, Google Ads keyword planner and Google Search Console, which is meant to report on keyword trends. The ad planner is excellent for researching, while backlink lets website owners know which pages are affiliated with their traffic. SEO platforms perform several SEO tasks, while social media is ideal for networking and marketing approaches.
SEO Benefits
SEO maximize the online presence of a business. SEO optimizes the market coverage of a business. SEO facilitates the interaction between data, people and life.
Topic 3
Brand share involves secluding a specific amount of product sales dedicated to a particular brand or company. Brand share is vital to Amazon’s brand analysis initiative because it informs the company about the difference between the strongest and weakest affiliated brands. The brand audience is the potential target market of a specific product or service. Amazon needs brand audience analysis to enlighten its understanding of customer alignment based on business value and expectations. Brand and consumer alignment entails the company meeting consumer expectations by upholding business value. The three brands will shed further light on Amazon’s digital brand analysis because they cover major marketing angles.
Topic 4
Google Analytics can segment user data into six categories: certain reports, dimensional drop-down, report fliers, advanced segmentation, custom reports, and profile filters. The use of certain reports is based on the automatic features that Google Analytics performs regardless of user customization, and its major pro is the ease of use. In contrast, its major setback is susceptibility to errors. The second segmentation is a dimension drop-down that drills into specific data in the report through the drop-down strategy, and its major advantage is quick segmentation, while its concern borders on sampling triggers. Report fliers are the third segmentation category involving data filtration segmentation. The main merit is perfect for historical data and easy usage, while its major challenge is restrictive data reporting. Advanced segments in the fourth category use dynamic metrics and algorithms to sip through data, and its main benefit is perfect for historical data, but sampling could trigger incorrect results. The fourth segment is custom reports which focus on creating subcategories in each report assessed. Its major merit is automatic sharing and five levels of categorization, while its downside is specifically using dimensions rather than metrics. The final category is filtered profiles which entails customization for easy sharing. The main benefit is ideal for the perfect segmentation objectives, but its challenge is limited dimensional working.
Data Analytics
Data analytics is an umbrella phrase that entails the comprehensive evaluation and contextualization of different data types. Data analytics aims to use raw data to extrapolate evidence-based information that can be verified based on certain metrics and algorithms. The importance of data analytics is reflected by the business’s ability to make critical data-driven decisions involving the company’s growth and development (Mikalef & Krogstie, 2020). Data analytics helps the company by preventing unnecessary spending and inventing new creative ways of maximizing profits. The company can also use the critical data gathered to meet trending consumer needs and preferences, boosting productivity.
Types of Data Analytics
There are four main types of data analytics – prescriptive, predictive, diagnostic, and descriptive- acquired due to repetitive data evaluation processes. Diagnostic analytics entails the origin behind certain arguments or hypotheses involving data changes. The predictive analysis focused on the potential events that were likely to happen either short or long-term due to specific organizational culture or behaviour. The final type is prescriptive analytics, where an immediate course must account for each action.
Data Analytics Techniques
There are five core data analytics techniques – time series analysis, Monte Carlo simulation, cohort analysis, factor analysis and regression analysis- covering the relationship between interchangeable change and dependent variables. Factor analysis focuses on taking a massive data sample and shrinking it into smaller understandable bits. Cohort analysis is a data analytics technique that categorizes customers based on demographic affiliations. The Monte Carlo simulations are designed to predict the potential outcomes of various situations to help in risk mitigation. Time series analysis discusses how time can be used to solidify hypothetical arguments and scenarios based on the value of a specific data point origin to its occurrence.
The Importance of Data Analytics
Businesses can streamline and optimize their performances due to the application of the principles of data analytics. The data gathered is used to massively inform the critical decision-making processes that entail the growth and development of the business because the organization now has a sharper understanding of how to reduce costs and maximize organizational value. Data-driven decisions allow the business to invest in the right channels while rectifying some of its major weaknesses that result in increased production standards and expenses.
Amazon’s Data Analytics Questions
References
Diez-Martin, F., Blanco-Gonzalez, A., & Prado-Roman, C. (2019). Research challenges in digital marketing: sustainability. Sustainability, 11(10), 2839.
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104, 563-575.
Mikalef, P., & Krogstie, J. (2020). Examining the interplay between big data analytics and contextual factors in driving process innovation capabilities. European Journal of Information Systems, 29(3), 260-287.
Pramesty, I. N., & Ariesta, A. (2021). Business Model Canvas for Usability Testing of E-Commerce Website Design Using SEO On-Page Technique. Inform, 6(2).
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