As a requirement for this series of meetings, APA, support your arguments under each topic with at least 2-4 source from the course readings, and three reliable nonscholarly sources derived from your own research. References needs to be separate for discussion 3 & 4
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
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.
APA format
References needs to be separate for discussion 3 & 4
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.
APA format
References (separated from discussion 3).
Source:
Hemann, C., & Burbary, K. (2018). Digital marketing analytics (2nd. ed.). Pearson
References:
Chapter 18: Data Analytics from eMarketing: The Essential Guide to Marketing in a Digital World, 5th Edition by Rob Stokes and the Minds of Quirk is available under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported license. © 2008, 2009, 2010, 2011, 2013 Quirk Education Pty (Ltd). UMGC has modified this work and it is available under the original license.
Glossary from eMarketing: The Essential Guide to Marketing in a Digital World by Rob Stokes and the Minds of Quirk is available under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported license. © 2008, 2009, 2010, 2011, 2013, Quirk Education Pty (Ltd). UMUC has modified this work and it is available under the original license.
