Description
  • MLO 1: Have developed a critical understanding of marketing metrics, evaluation, and analytics, particularly in the context of digital marketing.
  • MLO 2: Develop appropriate analytical and critical evaluation skills to support organisational decision making for marketing.
  • MLO 3: Analyse and assess digital marketing strategies through deployment of relevant web/mobile analytical software and communicate the outcomes of this evaluation to a relevant business audience.
  • MLO 4: Make relevant decisions about taking forward or enhancing marketing campaigns based on this assessment and associated consultation.

The Brief: Google Merchandise Store

 

The Google Merchandise Store is an ecommerce site that sells Google-branded merchandise. They sell a mix of apparel, lifestyle products and stationery across the globe.

As one of the world’s largest companies (Statista, 2019), Google employs over 170,000 people. However, the Google Merchandise Store contributes a very small part of their overall revenue, generating around £4,000 revenue per month.

The CEO of the company, Sundar Pichai, is of the opinion that the company’s marketing strategy should try and improve merchandise sales in the future. He has recruited you as a consultant to carry out some digital marketing analysis and advise him on the digital marketing strategy of the Google Merchandise Store. Sundar has provided some specific details and instructions, which are set-out below, to guide your analysis.

  1. Given its importance as a storefront, the Google Merchandise Store’s website should adhere to a high standard of accessibility and user experience (UX) in the retail industry. He feels that an accessibility and UX evaluation of his closest competitors’ websites would tell him what the industry benchmark is. This in turn will set the standard for improving his company’s website. You are required to carry out this accessibility and UX analysis on the top two players in the fashion/merchandise industry (based on your own evaluation) and report on the results of your analysis in comparison to the Google Merchandise Store. (10 marks)

Sundar would also like you to conduct some social listening into this industry, and report on the state of social media engagement, looking at most popular social networks, sentiment, influencers, engagement and content types. (10 Marks)

  1. Sundar believes that quantitative metrics paint only part of the picture, and some qualitative analysis can yield insights, particularly into the mind of the target market. Accordingly, he would like you to conduct some sentiment analysis of social media comments (e.g. content or sentiment analysis), and report on the qualitative insights you have derived. (10 Marks)
  2. In the next level of your analysis, you are required to assess the state of the Google Merchandise Store from a strategic digital marketing perspective. For this purpose, Sundar has given you access to the Google Merchandise Store’s Analytics account. You are expected to conduct a detailed analysis, querying the data as you see appropriate, and extract insights into the performance of The Google Merchandise Store. This analysis should be provided in the form of a Google Data Studio Report Dashboard, which should exceed no more than 5 pages and be attached as an appendix to your main report. You may also wish to supplement your Analytics data from other additional sources as you see fit. (35 Marks)

 

 

  1. Having conducted several types and levels of analyses thus far, synthesise your key findings and provide recommendations for the next twelve months for Google Merchandise Store.

 

You are encouraged to focus your recommendations on such matters as:

  • Customer segments
  • User behaviour
  • Landing pages and exit pages
  • Search engine ranking positions
  • Allocation of advertising budget
  • Marketing channels
  • E-Commerce performance

 

You may also highlight any other direction of strategic development based on your findings. Present your recommendations with good justification and business-sense. (35 Marks)

 

 

Module Specific Assessment Criteria

 

Section of the Report 0 – 39% (Standard Not Met) 40 – 49% (Standard Not Met) 50 – 59%

(Standard Met)

60 – 69%

(Standard Met)

70 – 79%

(Standard Exceeded)

80 – 89%

(Standard Exceeded)

90 – 100%

(Standard Exceeded)

Web-accessibility and UX analysis

 

/20

Student fails to include an analysis covering all relevant points or shows no or little appreciation for appropriate usage of evaluation tools.

 

A poor standard of analysis which is evident of only a cursory attempt that does not addresses all relevant points.

 

 

Some relevant analysis carried-out, but is not thorough in addressing all relevant points in the requirements-set.

 

Analysis is generally acceptable and all relevant points seem to have been addressed. Although some points need further development. The overall analysis could have been better.

 

The analysis covers all relevant points.

A good range of tools and techniques utilised. Good level of understanding of the analysis and output.

 

A professional and all-encompassing analysis is provided. Every relevant point is addressed clearly and to a very high standard. The range and manners of tools deployed is exceptional, and so is the understanding of the output.

 

Meets all requirements needed for 80-89% range, but additionally demonstrates an outstanding level of originality and initiative.
Social media comments/textual analysis

 

/10

Student fails to include an analysis or does not address the requirements satisfactorily at all.

 

.

 

A poor standard of analysis which is evident of only a cursory attempt that does not addresses the requirement.

 

 

Some relevant analysis carried-out, but is not thorough in addressing the requirements-set.

 

Analysis is generally acceptable and process seems to have been carried out adequately. The overall analysis could have been better. The analysis covers relevant requirements.

A good use of the appropriate tools and techniques. Good level of understanding of the analysis and output.

 

A professional and exceptional analysis is provided. High level usage of the tools and techniques, and understanding of the output

 

Meets all requirements needed for 80-89% range. In addition,  demonstrates an outstanding level of originality and initiative in social media text mining, resulting in output that far exceeds the requirements at this level.
Quantitative analysis

 

/35

 

Student fails to include an analysis or does not address the requirements satisfactorily at all. A poor standard of analysis which is evident of only a cursory attempt that does not addresses the requirement. Poor understanding of quantitative data. Some relevant analysis carried-out, but is not thorough in addressing the requirements-set.

Use of quantitative data is adequate.

Analysis is generally acceptable and a several queries have been carried out. The overall analysis could have be improved. The analysis covers all relevant requirements.

A good use of quantitative data and associated techniques. Good level of understanding of the analysis and output. Variety of queries have been conducted.

A professional and exceptional analysis is provided. Very high level usage of quantitative data and techniques, and understanding of the output. Meets all requirements needed for 80-89% range, and also demonstrates an outstanding level of initiative and mastery of quantitative data, generating outstanding levels of output and insights fit for the context.
Synthesis of findings and recommendations for marketing strategy

 

 

 

/35

 

Little or no synthesis and no adequate insight evident. No recommendations. Poor synthesis and recommendations are unjustified and lack business sense. Some synthesis of findings but recommendations could have been much better. Synthesis of findings is acceptable and some relevant recommendations have been made. A good level of understanding in bringing together all of the findings into coherent insights. Good, relevant recommendations. Exceptional level of synthesis and recommendations addressing all points and above the requirements. Meets all requirements needed for 80-89% range, but additionally demonstrates an outstanding level of creativity, initiative, as well as synthesis of relevant arguments into a brilliantly-fitting marketing strategy.
Overall mark:

 

/100

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