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Marketing Analytics: Data-driven Digital Marketing Strategy

MARK4420-001
Closed
Douglas College
Douglas College
New Westminster, British Columbia, Canada
Kimberly Jang
Kimberly Jang
Instructor
(2)
4
Timeline
  • September 5, 2023
    Experience start
  • December 6, 2023
    Experience end
Experience
1 projects wanted
Dates set by experience
Preferred companies
Anywhere
Sole proprietorship, Startup, Family-Owned, Non profit, Social Enterprise
Any industries

Experience scope

Categories
Customer segmentation Digital marketing Social media marketing Marketing analytics Marketing strategy
Skills
marketing analysis marketing reporting marketing strategy data visualization marketing analytics
Learner goals and capabilities

Student teams will analyze and prepare a marketing analysis report and digital marketing strategy based on the organization's provided data. Insofar the organization provides relevant data (read below for details), the students will be tasked with analyzing the provided data, generating insights, and providing marketing recommendations based on their findings in the following categories:

  • Consumer Analysis
  • Organic Search Analysis
  • Social Media Analysis
  • Email Analysis
  • Paid Media Analysis
  • Earned Media Analysis
  • Competitor Analysis


Ideal organizations are:

  • Seeking a better understanding of their consumer and marketing data
  • Looking for data-driven marketing recommendations, ideas, and inspiration
  • Comfortable with students analyzing company data (submitted data may be anonymized or scrubbed with identifiable information)


The organization must be willing to share marketing and consumer data with students for analysis. The following data is desired (the instructor can work with the organization to clarify the appropriate amount and type of data): Customer data, search/SEO data, social media performance data, email performance data, paid digital ad performance data, and any other marketing data you wish to be analyzed.


If needed, the data can be scrubbed and anonymized by the organization, but providing students with "real"' data ensures they will be providing a more relevant analysis and strategy.


Learners

Learners
Diploma
Any level
35 learners
Project
50 hours per learner
Learners self-assign
Teams of 6
Expected outcomes and deliverables

At the end of the semester, employers will obtain from each student team in the class (around 6 teams):

  • Analysis Report (Written Report) and any related data analysis files
  • (Digital) Marketing Strategy (Written Report) from analysis insights
  • Presentation Deck with a summary of their project



Project timeline
  • September 5, 2023
    Experience start
  • December 6, 2023
    Experience end

Project Examples

Requirements

Student teams may choose to explore various areas within each analysis category:

  • Consumer Analysis (e.g., Data-driven consumer persona)
  • Organic Search Analysis (e.g., keyword performance analysis, SEO analysis)
  • Social Media Analysis (e.g., social media performance analysis and recommendations)
  • Email Analysis (e.g., email campaign analysis and recommendations)
  • Paid Media Analysis (e.g., ad performance analysis and optimization recommendations)
  • Earned Media Analysis (e.g., external media scan and analysis)
  • Competitor Analysis (e.g., competitor marketing performance analysis)


Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Are you available to attend (Virtually or in-person, if local) the students' presentations at the end of the semester on December 5

Is a dedicated organization contact who is available to answer periodic emails, zoom, or phone calls over the duration of the project to address students' questions.

Virtually (or if local, in-person) attend a Student/Client Meet & Greet on September 20 to introduce the organization and marketing data to the students.

Are you willing to share your organization's marketing and consumer data with students? (Note: The data can be scrubbed and anonymized, but providing students with "real"' data ensures they will be providing an analysis and strategy that is most relevant to your organization. Marketing data provided must include data in the following categories (customer data, search/SEO data, social media performance data, email performance data, paid digital ad performance data, and any other marketing data you wish to be analyzed)

Are you available for a zoom call with the instructor to initiate your relationship and confirm your scope and data is an appropriate fit for the course?