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Competency
Classify data analytics and reporting methods for tracking digital marketing engagement.
Scenario Information
Costa's Customs' Company Profile Click for more options
Instructions
With the growing number of digital marketing campaigns in various states of development and implementation, you realize that you need to get a handle on how to analyze and report on the performance of each. After discussing this with your administrator, she has given you a spreadsheet from a paid search campaign on the Adwords platform and has asked you for a report analyzing this historical data. Your administrator has given data from the case company's previous campaigns in the form of two Excel spreadsheets.
Question 1: Introduce the importance of website analytics through an executive summary focused on how best to use Google Analytics to track metrics that align with Costa's business goals.
Question 2: Analyze paid search campaign results in the supplied spreadsheet and summarize insights, optimization recommendations, and trend identification. Conclude your report.
Question 3: Why it is important to track digital marketing campaigns and ensuing website traffic for Costa's using Google Analytics?
Question 4: What are some key metrics to track? How do you turn that data into actionable decisions?
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