Assignment Cover Sheet

Qualification Module Number and Title

Higher Diploma in Digital Marketing DM42315-Digital Marketing Insights and
Analytics
Student Name & No. Assessor
Pavithra Nanayakkara
Hand out date Submission Date
29th January 2023 19th February 2023
Assessment type Duration/Length of Weighting of Assessment
Coursework Assessment Type 3000
(individual report) Words
100%

Learner Declaration

I, ………………………………………….<name of the student and registration number>,

certify that the work submitted for this assignment is my own and research sources
are fully acknowledged.

Marks Awarded
First assessor
IV marks
Agreed grade
Signature of the assessor Date

1
 FEEDBACK FORM
INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY

Module Name
Assessment No.
Name of the Assessor

Student Name and Registration Number

Learning Criteria Comments by the Assessor Marks

offered

Areas to improve
Total Marks

2
 Digital Marketing Insights and Analytics
Individual Report

Weighting of assessment: 100% total marks

Word limit: 3000

Learning outcomes covered

1. Identify the web analytics fundamentals
2. Creating and configuring analytics account
3. Monitoring campaigns with analytics reports
4. Analyse analytics data

Scenario
In the current context of business intelligence digital marketing insights and analytics play a significant
role in an organisational context. Assume you are appointed as the new Digital Marketing Manager for
Google Merchandise Store for strategic growth and expansion.

Task 01
Explain the importance of Google Analytics and other relevant analytical tools in taking a data- driven
marketing approach. Explain analytics and insights provided by Digital Marketing Tools and their
importance when taking critical marketing decisions. (15 Marks)

Task 02
In order to develop strategic objectives for the following year, your Director Board requests that you
present a contextual high ground analysis on the current performance of the Google Merchandise Store

Instructions
∙ Please use the Google Analytics Demo Account for Google Merchandise Store web platform
data to answer the below questions.
∙ Provide screen shots in the report as supporting evidences.
∙ Use the previous year as the time frame

a) Based on the previous year data provide an overview of the audience visiting the Google
Merchandise Store based on demographic, geographical and behavioral factors. (10 Marks)
b) Using revenue as the benchmark, analyse and interpret the top-selling products and categories

of the three (03) client segments you established from your audience analysis. (15 marks)
c) Customer acquisition is an important matrix for driving growth and expansion. Identify the top

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 three (03) channels for acquiring customers apart from direct visitors. (15 Marks)

Task 03
Your management provides you with the following KPIs for the upcoming year based on your findings
in Task 1.
• Improve New User Acquisition by 10%
• Improve Customer Conversions by 20%

a) Visualise a Customer Conversion Funnel and provide a critical evaluation on the completion
and abandoned rates of every step in the funnel. (15 Marks)
b) In order to achieve the strategic objectives, select and evaluate the best Paid Media channels
to be used for performance marketing. (15 Marks)
c) Develop a customer persona for your target audience to be used in new user acquisition
campaigns. Justify your selection using analytics data. (15 Marks)

Use screenshots to demonstrate your understanding of the areas tested where appropriate.
Good theoretical knowledge and critical analysis expected. Add detail and depth to discussion using
academically valid sources as evidence for argument. Use grammatically correct language.

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Question An Excellent Very Good Good Answer Poor Answer Very Poor
Answer Answer Answer
15-13 12-10 9-7 6-4 3-0
Task 01 The Student
The Student The Student The Student The Student has identified
has identified has identified has identified has identified Digital
Digital Digital Digital Digital Marketing
Marketing Marketing Marketing Marketing Analytical Tools
Analytical Tools Analytical Tools Analytical Tools Analytical Tools and describes
and describes and describes and describes and describes types of
types of types of types of types of analysis
analysis analysis analysis analysis available along
available along available along available along available along with insights
with insights with insights with insights with insights that could be
that could be that could be that could be that could be generated and
generated and generated and generated and generated and relates to
relates to relates to relates to relates to Marketing
Marketing Marketing Marketing Marketing Related
Related Related Related Related Decision
Decision Decision Decision Decision making in a
making in an making in a making in a making in a Very Poor
Excellent very good Good Manner poor Manner Manner
Manner Manner

10-9 8-7 6-5 4-3 2-0

Task 02 The student The student The student The student The student
a) provides an provides an provides an provides an provides an
excellent excellent excellent excellent excellent
overview about overview about overview about overview about overview about
the Audience the Audience the Audience the Audience the Audience
including including including including including
multiple multiple multiple multiple multiple
attributes in an attributes in an attributes in a attributes in a attributes in a
excellent very good Good manner poor manner very poor
manner manner manner
15-13 12-10 9-7 6-4 3-0
Task 02
b) The student The student The student The student The student
identifies the identifies the identifies the identifies the identifies the
best-selling best-selling best-selling best-selling best-selling
products and products and products and products and products and
categories and categories and categories and categories and categories and
discuss it discuss it discuss it discuss it discuss it
relating to relating to relating to relating to relating to
different different different different different
audiences in an audiences in a audiences in a audiences in a audiences in a
excellent very good good manner poor manner very poor
manner manner manner
Task 02

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 c) The student The student The student The student The student
identifies the identifies the identifies the identifies the identifies the
top 3 channels top 3 channels top 3 channels top 3 channels top 3 channels
of customer of customer of customer of customer of customer
acquisition in acquisition in a acquisition in a acquisition in a acquisition in a
an excellent very good good manner poor manner very poor
manner manner manner

15-13 12-10 9-7 6-4 3-0

Task 03
a) The Student The Student The Student The Student The Student
identifies identifies identifies identifies identifies
different steps different steps different steps different steps different steps
in customer in customer in customer in customer in customer
conversion conversion conversion conversion conversion
path and path and path and path and path and
visualises it visualises it visualises it visualises it visualises it
using a funnel using a funnel using a funnel using a funnel using a funnel
exploration exploration exploration exploration exploration
diagram while diagram while diagram while diagram while diagram while
evaluating the evaluating the evaluating the evaluating the evaluating the
completion and completion and completion and completion and completion and
abandoned abandoned abandoned abandoned abandoned
rates and rates and rates and rates and rates and
specify specify specify specify specify
potential potential potential potential potential
reasons behind reasons behind reasons behind reasons behind reasons behind
the rates in an the rates in a the rates in a the rates in a the rates in a
excellent very good good manner poor manner very poor
manner manner manner
Task 03 The Student
b) The Student The Student The Student The Student analyses the
analyses the analyses the analyses the analyses the past data and
past data and past data and past data and past data and finds out the
finds out the finds out the finds out the finds out the most effective
most effective most effective most effective most effective paid media
paid media paid media paid media paid media channels for
channels for channels for channels for channels for acquisition in a
acquisition in acquisition in a acquisition in a acquisition in a very poor
an excellent very good good manner poor manner manner
manner manner
Task 03
c) The student The student The student The student The student
provides a provides a provides a provides a provides a
customer customer customer customer customer
persona map persona map persona map persona map persona map
including all including all including all including all including all
attributes and attributes and attributes and attributes and attributes and

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 justify the justify the justify the justify the justify the
selection selection selection selection selection
criteria using criteria using criteria using criteria using criteria using
analytics data analytics data analytics data analytics data analytics data
in an excellent in a very good in a good in a poor in a very poor
manner manner manner manner manner

REPORT STRUCTURE

Paper Size
Paper Size : A4
Printing Margins : LHS; RHS: 1 Inch
Binding Margin : ½ Inch
Header and Footer : 1 Inch
Printing : Single Sided
Basic Font Size : 12
Font Style : Arial/Times New Roman
Referencing style : Harvard

SUBMISSION INSTRUCTIONS
All assessments should be submitted via the SIS link to the ICBT portal.

The soft copy should be saved directly to ICBT sis as one file. Documents saved in different files
and/or in subfolders will be rejected.
Softy copy should be named with module title followed by ICBT student ID number Students are

expected to keep a backup of all the assignments. ICBT have all the right to

re call for soft copy of any assignment at any time during the course.

Please note that plagiarism is treated as a serious offence and therefore the work you produce
must be individual and original although may work in groups in some instances (Please refer to
Student Handbook on Plagiarism & Cheating).

All sources of information must be referenced using “Harvard referencing” where a

reference listing should be included at the end of the assignment.