ISB - DMA - Week 8 - Required Assignment 8.1 - Template

Required Assignment 8.
1:
Outline an Analytics-Based Strategy
<Khushi Agarwal>
Suggested time: 120 minutes
Assignment Instructions
In this assignment, you will outline an analytics-based strategy to optimise the digital marketing
campaign of your company or the digital marketing campaign of Swiggy, a popular food ordering
and delivery platform.
Consider these as you outline the brand's strategy:

1. Choose any one of these analytics properties to strategise – website, app, social or SEO
2. Map the objectives with the measures and performance.
3. Evaluate the criteria for success.
4. Describe the attribution model(s) that is/are best suited to map conversion across
various digital platforms for the company.
Note: This is a required assignment and counts towards programme completion.

Record your responses in the table provided below.
Map the objectives with the measures and performance.
My company, Nurrish, is a food and beverage company that manufactures only vegan
products such as oat milk, almond milk, and other dairy-free products. Nurrish has a strong
presence on social media and thus I will outline their social analytics-based strategy.
Nurrish’s social media marketing strategy should be to advertise and promote their
products. In today’s world everybody is inclined towards improving their health and eating
clean. Vegan products are the best way to do so but many people don’t know how they are
made or what ingredients they contain. Thus, Nurrish should spread lots of awareness
about their products. Based on their strategy, Nurrish should focus on three main objectives
- to increase the number of inquiries and orders for their products on social media by 20%
by the end of the year, to become the top vegan food brand on social media by the end of
the year and to collaborate with 3 vegan celebrities on social media. One of the ways to
measure a successful advertising campaign is by focusing on metrics such as followers and
social rank for improving social sustainability and clicks, visits, likes etc. for acquisition.
Nurrish should therefore, formulate a strategy that optimises these metrics.
Digital Marketing and Analytics Page 1

Evaluate the criteria for success.
Some of the criteria for measuring success in terms of what is working and what is not, what
people are engaging with and what they don’t relate to are traffic volume metrics such as
visits, page views, fans, engagement metrics such as followers, clicks, likes, shares,
comments and saves and number of content downloads. A software known as Sprinklr is an
excellent tool that provides in-depth analytics about your social media other than the basic
metrics such as gender, likes dislikes, purchasing power & location of your audience, what
day and time of posting has worked best and which platform has been most successful.
In order to optimise these metrics and achieve their objectives, there are several tactics that
Nurrish can employ. First, influencer marketing. In today’s world, influencers make a world of
a difference – especially with Gen Z. Collaboration posts with creators and small-time
influencers will boost the number of people who visit Nurrish’s page and see their posts, thus
is turn boosting likes and comments. Using Instagram Live is another way to interact and
engage with your audience since it gives a personalized touch. Geo-tagging is another
important tool to use. Tagging your business’ location on social media, not only signals
yourself as part of the local community, but also incentivizes customers to show you some
love. Putting out informational content will increase the number of shares and saves of your
posts thus increasing engagement rate and will lead to collaborations with other popular faces
of the vegan world.
Sales conversion rates for social media followers versus those from other sources is also
another criterion to evaluate success. If the number of your social media followers purchasing
your products are higher than any others it means your campaign is a success.
Describe the attribution model(s) that is/are best suited to map conversion across various
digital platforms for the company.
Attribution modelling is a strategy that allows marketers to analyse and assign credit to
marketing touchpoints that occur at specific steps of a customer’s journey, from searching for
a product online to converting it into a purchase and every action in between. There are two
types of attribution models – rule-based attribution models and data driven attribution models.
Data driven attribution models are quite expensive to implement both in terms of cost and
data collection requirements. Thus, for Nurrish a rule-based attribution model is more suited.
Rule based attribution models follows fixed rules for assignment conversion credit regardless
of the conversion type or user behaviour. Since the objective of Nurrish’s social media
analytics-based strategy is more conversions into sales, this attribution model is perfectly

suited. In order to know which marketing touch point is performing the best for Nurrish, SEO,
social media, content or display ads, rule-based attribution modelling is the best fit. It gives a
clear picture of which marketing tool is excelling and which is not working. Nurrish should
focus more on the last click model and the time decay model since they give more weightage
to the event that was clicked on closer to the conversion. This will help Nurrish to know which
event seals the deal in the mind of the customer.

ISB - DMA - Week 8 - Required Assignment 8.1 - Template

Uploaded by

Document Informationclick to expand document information

Copyright:

Available Formats

ISB - DMA - Week 8 - Required Assignment 8.1 - Template

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ISB - DMA - Week 8 - Required Assignment 8.1 - Template

Uploaded by

Copyright:

Available Formats

Required Assignment 8.

Consider these as you outline the brand's strategy:

Note: This is a required assignment and counts towards programme completion.

Map the objectives with the measures and performance.

Digital Marketing and Analytics Page 1

Digital Marketing and Analytics Page 2

Digital Marketing and Analytics Page 3

You might also like