A SUMMER TRAINING REPORT ON

DIGITAL MARKETING RESEARCH & DATA ANALYSIS FOR

PROMOTION OF PRODUCT & SERVICES.

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: SUBMITED BY:
DR. RIZWANA ATIQ MA’AM AVINASH YADAV
BBA 3RD YEAR
ROLL NO. 1701029026

ENROLL. NO. 1700101906

SESSION 2019-2020
DEPARTMENT OF COMMERCE AND BUSINESS
MANAGEMENT, INTEGRAL UNIVERSITY, LUCKNOW.

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DATE: 16 September 2019.

To Whom It May Concern

SUBJECT: Internship Completion Certificate for Mr. Avinash Yadav.

Dear Sir/Madam,

This is an Internship Completion Certificate for Mr. Avinash Yadav, BBA III – Management,
INTEGRAL UNIVERSITY LUCKNOW.

We state on record that AVINASH YADAV has successful completed an internship project in the
role of DIGITAL MARKETING ANALYST at Skyscraper Builders & Developers Pvt. Ltd. Lucknow.
The internship start date was 16th July 2019 and end date was 16th September 2019 and the
location of this internship was the Skyscraper Builders & Developers office in Lucknow city.

During this period, Avinash worked on various areas of Digital Marketing Research & Data
Analysis and successfully met the objectives that were set at the beginning of Internship
Program. Avinash shows a lot of promise and skill in his work and we wish him all the best in all
his future endeavors.

Thanking you

Yours sincerely

Mr. ARIF HUSAIN

Chairman & M.D.

Skyscraper group

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 TABLE OF CONTENT
S.NO TITLE PAGE
NO.
1 DECLARATION
2 CERTIFICATE
3 AKNOWLEDGEMENT
4 ABOUT US
5 VISSION AND MISSION
6 COMPANY STRUCTURE
7 SERVICE OFFERED
8 COMPANY CURRENT MAJOR PROJECTS
9 RECENT COLLABORATION
10 COMPANY EXPECTED FUTURE
PROJECTS
11 OBJECTIVE
12 DUTIES AND RESPONSIBILITY
13 CONCEPT
14 TOOLS FOR MARKETTING RESEARCH
15 COPYWRITTING
16 SEO
17 E-MAIL MARKETTING
18 LEARNING OUTCOME
19 SUGGESTIONS
20 LIMITATIONS
21 BIBLIOGRAPHY

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 DECLARATION

This is to declare that I AVINASH YADAV student of

BBA 3rd year 5th sem. Integral University, Lucknow, has
given original data and information to the best of my
knowledge in the project report titled DIGITAL
MARKETING RESEARCH & DATA ANALYSIS FOR
PROMOTION OF PRODUCT & SERVICES in Skyscraper
group is a record of independent work carried out by me
with the help of my training experience of 8 weeks and
information gathered from various sources under the
guidance and supervision of the Dr. Rizwana atiq ma’am
towards the partial fulfillment of requirement for the
project report.

NAME :AVINASH YADAV Roll No: 1701029026

BBA 3RD YEAR. 5TH Sem.

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 CERTIFICATE

This is to certify that AVINASH YADAV student of Bachelor

of Business Administration (BBA) 3rd yr. 5th sem. Group- A,
Department of Business Management, Integral University
bearing Enrolment No 1700101906, has completed and
submitted his summer internship project report file on due data.
He was found to be punctual during his work and has maintained
the decorum of internship. He has conducted a study &
completed the report on DIGITAL MARKETING
RESEARCH & DATA ANALYSIS FOR PROMOTION OF
PRODUCT & SERVICES in Skyscraper group, Lucknow.

SINATUR OF GUIDE

Dr. RIZWANA ATIQ MA’AM

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 AKNOWLEDGEMENT

It gives me immense pleasure to present this concurrent

project report. However, it would not have been
possible without help and support of all the founding
members of Skyscraper group.
I would like to thank Dr.Rizwana atiq ma’am for
guiding me in my tenure of project report on DIGITAL
MARKETING RESEARCH & DATA ANALYSIS FOR
PROMOTION OF PRODUCT & SERVICES in
Skyscraper group without their support and guidance I
wouldn’t have come so far to prepare this report.
I would like to express my thankfulness to Integral
University, Lucknow who has given me great
opportunity to work on this project.
I am also grateful to my loving parents and my kind
friends whose prayers, affection and support are always
a source of encouragement. Their suggestions and
supply of information were really very valuable and
helpful to me. Their continuous encouragement and
support helped me for completing this report
successfully.

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 VISION

The vision of a company is to achieve the highest possible

standards of the real state market while establishing our firm as
the premier and preferred real estate company in India.

MISSION

Skyscraper has been established to create and set a

benchmark in Building construction and Real Estate domain
and become a key player in the industry. Our aim is to
provide quality services that exceeds the expectations of
our esteemed customer.

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 COMPANY STRUTURE

ARIF HUSAIN
Chairman &M.D
Skyscraper group

SHARJEEL RAHMAN
C.E.O

ABIYA HASHMI
C.O.O

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SERVICES OFFERED

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COMPANY’S CURRENT MAJOR PROJECT

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K.G.M.C MINING PROJECT

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RECENT COLLABORATION’S

• Skyline group for EKANA

MALL.

• Shalimar Corp Ltd. For future

real estate projects.

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COMPANY’S EXPECTED FUTURE PROJECT

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 OBJECTIVE
• End to end execution of digital marketing
projects and campaigns, including ideation,
strategy and building a measurement and
analysis framework to monitor the
performance of those campaigns.
• Strategizing, executing and optimizing
search engine marketing campaigns.
• Strategizing, executing and optimizing
social media marketing campaigns (Face
book, Google)
• Coordinating with client servicing team for
data monitoring, reporting & analysis.
• Experience in Google Analytics, Google Ad
words or Face book ads .

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 Digital Marketing Analyst Duties and
Responsibilities

• Creating Digital Marketing Campaigns

• Analyze Marketing Data

• Advise Marketing Teams

• Cultivate and Maintain Client

Relationships

• Write Marketing Reports

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 CONCEPT

As we don’t have our own database.

Our strategy is to identify our
successful competitor’s marketing
strategy & apply in our business.

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Some tools for Digital Marketing
Research

• SIMILARWEB.COM

• GOOGLE TRENDS

• CANVA.COM

• VidIQ

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 SIMILARWEB.COM
SimilarWeb is a website which
provides web analytics services for
businesses. The company offers its
customers information on their clients'
and competitors' website traffic
volumes; referral sources, including
keyword analysis; and website
"stickiness" (e.g., time on site, page
views, bounce rate), among other
features.
Like Alexa Internet, it extrapolates data
from a panel of web users who allow to
monitor their internet activity,
combined with direct observations for
a subset of internet properties, such as
websites' own traffic statistics. In 2019,
it claimed to have the world's largest
panel, with hundreds of millions users.
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 SOME OF OUR COMPETITORS

• SHALIMAR
• AMRAPALI
• ANSAL API
• OMAXE
• ELDECO GROUP

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 WEBSITE PERFORMANCE

If we talk about omaxe one can easily identify the traffic

sources ,monthly visits, traffic distribution on the basis of
device etc.

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 GOOGLE TRENDS

Google Trends is a website by Google that

analyzes the popularity of top search
queries in Google Search across various
regions and languages. The website uses
graphs to compare the search volume of
different queries over time.

On August 5, 2008, Google

launched Google Insights for Search, a
more sophisticated and advanced service
displaying search trends data. On
September 27, 2012, Google merged
Google Insights for Search into Google
Trends

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Google has incorporated quota limits for
Trends searches. This limits the number of
search attempts available per user/IP/device.
Details of quota limits have not yet been
provided, but it may depend on geographical
location or browser privacy settings. It has
been reported in some cases that this quota
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is reached very quickly if one is not logged
into a Google account before trying to access
the trends service.

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 CANVA.COM

Canva is a simplified graphic-design tool

website, founded in 2012. It uses a drag-and-
drop format and provides access to
photographs, vector images, graphics, and
fonts.
It is used by non-designers as well as
professionals.[1][4] The tools can be used for
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both web and print media design and
graphics.

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 VidIQ

VidIQ is great for an individual publisher

like you & me or for digital marketing
agencies who manage YouTube channel
for their client. Most of us are aware of
basic YouTube video SEO tips like use
Keyword in the post title, use detailed
description & make the video engaging.
This is a common knowledge that every
YouTube publisher have, but there is
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more than that one can use to give more
visibility to their YouTube channel.
Let me first talk about their pro version
which starts at only $10/month. It may
sound too much for entry-level YouTube
publisher, but after learning about the
features, you will also feel that $10 is a
peanut price that we are paying for such
awesome service.
To start with, VidIQ is a video analytics
& marketing tool for YouTube
publishers. This tool analyzes your
YouTube account and gives you
meaningful insights that help you to
make actionable decisions. It is more
than just a YouTube SEO tool, as it
offers you your video analytics to learn
how users are interacting with users.
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Getting started with VidIQ is easy, as
you need to connect it with your
YouTube account. It will import all the
videos to their dashboard, and from here
all the magic begins. Have a look at the
dashboard after it pulled details from all
my YouTube videos.

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 COPYWRITTING

Copywriting is the act or occupation of

writing text for the purpose of advertising or
other forms of marketing. The product,
called copy, is written content that aims to
increase brand awareness and ultimately
persuade a person or group to take a
particular action.
Copywriters help
create billboards, brochures, catalogs, jingl
e lyrics, magazine and newspaper advertise
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ments, sales letters and other direct mail,
scripts
for television or radio commercials, taglines,
white papers, social media posts, and
other marketing communications.

AIDA FORMULA

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The AIDA model is based on four individual
stages that attract interested parties who are
deciding on a product or service.
1. Attract attention: The product must attract
the consumer's attention. This is done via the
advertising materials. It is a type of
“eyecatcher.”
Examples: a window designed in a striking way,
a sensational YouTube clip, or a themed
newsletter, or a graphic on a landing page.
2. Maintain interest: In the first phase, the
attention of the potential customer is piqued;
their interest in the product or service should be
aroused.
Example: detailed information on the product is
presented, for example, the product description
on a website, a product brochure or flyer,
photos, or video clip of the product.
3. Create desire: If interest in the product is
aroused, it is the seller’s task to persuade the
customer that they want to own this product. In
the best-case scenario, the advertisement or
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the product itself creates the desire to
purchase.
Example: the seller provides clear examples of
the advantages of the product or service, taking
into account the daily lives of the target group.
In the online shop, a bullet point list can
generate the desire to buy. This desire to buy
can also be awakened by an advertising
medium that specifically addresses the
emotions of the customer.
4. Take action: As soon as the desire to buy is
aroused, this must be transferred into an action,
that is, the purchase.
Example: In the case of online shops, this
would ultimately be the shopping cart process,
in which a customer is lead to a conversion.
The customer can be encouraged to buy the
product with a call-to-action.
Nowadays, the AIDA formula is frequently
supplemented with an “S” for "satisfaction",
because the product has to ultimately satisfy
the consumer. Customer satisfaction does not

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lie solely with the advertising but rather with the
product itself. Therefore, the basic constellation
of the four phases is only the prerequisite for
the sale.
With the insertion of the “confidence” (trust)
factor, a sixth element can also be added. Many
marketers also work with the AIDCAS model to
optimize sales processes and advertising.

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 SEARCH ENGINE OPTIMISATION

Search engine optimization (SEO) is the

process of increasing the quality and
quantity of website traffic by increasing
the visibility of a website or a web page to
users of a web search engine.
SEO refers to the improvement
of unpaid results (known as "natural" or
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"organic" results) and excludes direct
traffic/visitors and the purchase of paid
placement.
SEO may target different kinds of searches,
including image search, video
search, academic search, news search,
and industry-specific vertical
search engines.
Optimizing a website may involve editing its
content, adding content, and
modifying HTML and associated coding to
both increase its relevance to specific
keywords and remove barriers to
the indexing activities of search
engines. Promoting a site to increase the
number of back links, or inbound links, is
another SEO tactic. By May 2015, mobile
search had surpassed desktop search.
As an Internet marketing strategy, SEO
considers how search engines work, the
computer-programmed algorithms that
dictate search engine behavior, what
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people search for, the actual search terms
or keywords typed into search engines, and
which search engines are preferred by their
targeted audience. SEO is performed
because a website will receive more visitors
from a search engine the higher the website
ranks in the search engine results page
(SERP). These visitors can then be
converted into customers.
SEO differs from local search engine
optimization in that the latter is focused on
optimizing a business' online presence so
that its web pages will be displayed by
search engines when a user enters a local
search for its products or services. The
former instead is more focused on national
or international searches.

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 KEYWORD EVERYWHERE

Chrome extension for Google search

engine

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 SPYFU.COM

SpyFu, originally GoogleSpy, is an

American search analytics company
based out of Scottsdale, Arizona.
Started in April 2005, SpyFu shows
the keywords that websites buy
on Google Adwords as well as the
keywords that websites are showing
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up for within search results. The
service also gives cost per click and
search volume statistics on keywords
and uses that data to approximate
what websites are spending on
advertising. Historical advertising
budgets offered by SpyFu also help
advertisers project what an
advertising campaign will cost in the
future. The main value proposition is
to see or to "spy on" the keywords
that competitors use and
improve SEM and SEO strategies
based on those. SpyFu's data was
also used in the Washington
Post during the 2008 Presidential
election to disclose various keywords
that candidates were advertising
on. SpyFu can also uncover emerging
or niche markets. SpyFu has been
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mentioned in The 4-Hour Work Week,
Oreilly's Complete Web Monitoring,
and SEO Warrior.
SpyFu's data is obtained via web
scraping, based on technology
developed by Velocityscape, a
company that makes web scraping
software. The accuracy of its data,
especially advertising budgets, was
found to be somewhat dependent on
the size of the website in
question. SpyFu refreshes its data on
a monthly basis, and as such is used
as a guide to what's happening with
larger trends in SEM/SEO rather than
as a real time tracking engine.

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 E-MAIL MARKETTING
Email marketing is the act of sending
a commercial message, typically to a
group of people, using email. In its
broadest sense, every email sent to a
potential or current customer could be
considered email marketing. It usually
involves using email to
send advertisements, request
business, or solicit sales or donations,
and is meant to build loyalty, trust,
or brand awareness. Marketing emails
can be sent to a purchased lead list or
a current customer database. The
term usually refers to sending email
messages with the purpose of
enhancing a merchant's relationship
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with current or previous customers,
encouraging customer loyalty and
repeat business, acquiring new
customers or convincing current
customers to purchase something
immediately, and sharing third-party
ads.

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 MAILCHIMP

Mailchimp (capitalized
as MailChimp until 2018) is an
American marketing
automation platform and an email
marketing service. The platform is a
trading name of its operator, Rocket
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Science Group, an American
company founded in 2001 by Ben
Chestnut and Mark
Armstrong, with Dan Kurzius joining at
a later date. Mailchimp began as a
paid service and added
a freemium option in 2009. Within a
year its user base had grown from
85,000 to 450,000. By June 2014, it
was sending over 10 billion emails per
month on behalf of its users. In 2017,
the company was gaining 14,000 new
customers every day. The company is
still owned by its co-founders and has
never accepted venture capital funds.
In 2016, Mailchimp was ranked No. 7
on the Forbes Cloud 100 list. In
February 2017, the company was
named one of Fast Company's Most
Innovative Companies of 2017. In
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August 2017, It was reported that
Mailchimp would be opening offices
in Brooklyn and in Oakland, California.
In February 2019, Mailchimp acquired
LemonStand, a smaller
competitor. Later in 2019 the
company announced its annual
revenue would reach $700 million.
Mailchimp is going to become a full
marketing platform aimed at
smaller organizations.
As of May 2019, new users will be
charged per contact as opposed to
just subscribed contacts, so new
users will be paying for unsubscribed
contacts and those who have not yet
confirmed.

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 LEARNING OUTCOME

• Main traffic comes from SEO, E-MAIL

MARKETTING & DIRECT.
• SEO have advantage over SEM in long
term.
• GUI is crucial for sales.
• A customer makes the perception of
company within 30 second while surfing
thru website.
• Increase in average visit duration is
directly proportional to sales.
• Face book promotion is more profitable
then other platforms.

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 SUGGESTIONS

• Improve GUI of website.

• Decrease the bouncing rate of
traffic .
• Try to hold potential customer for
about 60 second on website.
• More focus should be on SEO.
• Try to collaborate with big fish in the
market.
• Focus on repeat business & also on
referral marketing.

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 LIMITATIONS

• Time.
• We had to do multiple work
simultaneously.
• Language problem.
• Not able to optimize the
resource utilization.

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 BIBLIOGRAPHY

WWW.GOOGLE.CO.IN

WWW.WIKIPEDIA.CO.IN

WWW.UDEMY.CO.IN

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