Module Name: Marketing Analytics

Module Code: MKT742

Module Coordinator: Saud Ahmad

Coursework 2: Individual Report

Prepared By
1.0 Introduction:

This report will look at various concepts of marketing analytics and their importance in the
business and then will demonstrate the key analytical knowledge by critically analyzing the
blog. The blog is launched for the first time on February 20, 2023. The purpose of the blog is
to act as a hub to share news, reviews, and guidance on technology-driven gadgets and tools
so that the target audience can make informed decisions while making tech purchases and
make use of the technologies available to them. The blog includes three posts build around
Three popular social media platforms—Facebook, YouTube, and Linkedin—which were
built to assist the growth of blog entries, make them accessible to the right audiences, and
build backlinks. The report will look at the literature review on the relevant concept of
marketing analytics. Then it will explain the blog write-up through the lens of the RACE
framework and the analysis will look at various key metrics such as the acquisition of the
target audience, their engagement, and retention through the help of the Google Analytics
tool. The report will also look at the social media presence of the blog by analyzing the data
from posts on social media such as Facebook, Youtube and Linkedin. Finally, the report will
briefly discuss the critical reflection on learning the module itself through Gibb’s framework.

2.0 Literature Review:

Over the past two decades, the exponential growth of data and the emergence of the internet
gave rise to analytics as a paradigm (Delen & Zolbanin, 2018). In the academic literature,
there is no universally accepted definition of marketing analytics, and the phrases business
analytics and marketing analytics are sometimes used synonymously (Haywood & Mishra,
2019; LeClair, 2018; Mintu-Wimsatt & Lozada, 2018).

However, in general consensus, marketing analytics refers to the idea of employing data,
statistics, arithmetic, and technology to address business challenges in the marketing sector.
To influence marketing decision-making, modeling and software are used (Hair et al., 2021).
The practice of monitoring, managing, and analyzing marketing performance to increase its
efficacy and optimize return on investment (ROI) is known as marketing analytics. In order
to acquire insights into consumer behavior, preferences, and purchase habits, it entails
gathering and analyzing data from a variety of marketing channels, including email, social
media, search engines, and website traffic. By utilizing this data and measuring key metrics
and KPIs, marketers may make well-informed choices about their marketing strategies and
techniques, enhancing their general efficacy and fostering company expansion. Metrics are
quantitative measurements that are used to track and assess financial performance, expose
performance inaccuracies, and offer a practical means of achieving overarching corporate
strategy and objectives. A subset of measures known as key performance indicators (KPIs)
offer a quick, insightful snapshot of a company's overall performance as well as accurate,
real-time data for sound decision-making (Mu, 2019)

Marketing analytics has a long history but has only recently gained popularity due to its
promise of data-driven decision-making in the digital environment (Liu & Levin, 2018;
Wedel & Kannan, 2016). Another important concept that is closely related to marketing
analytics is web analytics. Web analytics is a pioneering method to assess the success of
digital marketing, giving rise to digital analytics (Chaffey & Patron, 2012; Järvinen, 2016;
Järvinen & Karjaluoto, 2015). Since then, it has grown to encompass advanced technologies
such as machine learning, traffic and conversion analysis for digital platforms, search
engine marketing (SEM), social media analytics (Liu & Levin, 2018), and others (Gupta et
al., 2020).

The primary goal of all analytics, according to researchers (Delen & Zolbanin, 2018; Gupta et
al., 2020), is to produce actionable insights that will improve decision-making.
3.0 About the blog:

Any article, news item, or how-to that is posted in a website's blog section is referred to as a
blog post. Usually between 600 to 2,000 words long, instructional in nature, and containing
other media types such as images, videos, infographics, and interactive charts, a blog post
tackles a certain topic or question (Leist, 2023).

This blog can be categorized as a ‘Personal Blog’. It was created out of self-interest and
curiosity about various news and gadgets made possible by technological innovation. There
are many ways that technology may aid and make life easier. However, there are many
people who frequently find it difficult to understand the specifications that are provided with
tech products and are unable to make a wise choice when making the purchase. Others are
still unaware of the tools at their disposal that might make their lives easier. The blog serves
as a central location for disseminating information about the technologies that are at our
disposal, and it offers advice and reviews on tech products like computers, laptops, mobile
phones, and apps so that people can choose wisely when they are making purchases and using
the available technologies in their everyday use with ease.

4.0 SEO Audit:

The practice of assessing how well your website is optimized for search engines is known as
an SEO audit. It pinpoints mistakes that could harm your site's ranking as well as chances that
could raise it (Pavlik, 2022).

Typically, an SEO audit looks at things such as:

● The capacity to crawl and index

● User encounter
● Comparative website architecture benchmarking
● keyword analysis
● SEO on-page
● profile of backlinks

It essentially serves as a website's "health check" all around (Pavlik, 2022).

The Seo audit on the blog was performed using Semrush and Google’s site checker.

Figure 01: Semrush Seo Audit Report

The Site Health score is determined by the quantity and distinctiveness of faults and warnings
that were discovered on your website. The better your site is optimized for search engines,
has fewer issues, and is more user-friendly, the higher the score.

As per the Semrush Seo audit report, the site health is at 71%, crawlabity 92% and site
performance is at 98%. The score is low mainly because of the limitation of the blogger.com
template that has been used as some of the functional of links appear to be nonfunctional.
Additionally, even though the custom redirection was deleted 4 links still perform redirection
which confuses the crawler and thus resulting errors in the SEO audit.

Figure 02: Google Sitecheker Report

Google Sitecheker SEO audit score on the blog is at 73%, there 3 critical issues in Tittle
length, H1 tags and low mobile page speed. While the title error can be resolved the other 2
errors are generated due to blogger template functionality issues.

5.0 Keywords Analytics:

In order to determine what the public's interests are and how the blog may respond to and
address them in order to satisfy the demands and wishes of the target audience, keyword
research was essential. Finding and analyzing search phrases that people enter into search
engines with the intention of utilizing that information for a specific purpose, frequently for
search engine optimization (SEO) or general marketing, is the practice of conducting
keyword research. Keyword research can reveal target queries, their popularity, the difficulty
of ranking for these queries, and more (Leist, 2023).
References:

Delen D., Zolbanin H. M. (2018). The analytics paradigm in business research. Journal
of Business Research, 90(May), 186-195. https://doi.org/10.1016/j.jbusres.2018.05.013

Liu X., Burns A. C. (2018). Designing a marketing analytics course for the digital age.
Marketing Education Review, 28(1), 28-40.
https://doi.org/10.1080/10528008.2017.1421049

Wang W. Y. C., Wang Y. (2020). Analytics in the era of big data: The digital
transformations and value creation in industrial marketing. Industrial Marketing
Management, 86(January), 12-15. https://doi.org/10.1016/j.indmarman.2020.01.005

Haywood M. E., Mishra A. (2019). Building a culture of business analytics: A marketing

analytics exercise. International Journal of Educational Management, 33(1), 86-97.
https://doi.org/10.1108/IJEM-03-2018-0107

Chaffey D., Patron M. (2012). From web analytics to digital marketing optimization:
Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital
Marketing Practice, 14(1), 30-45. https://doi.org/10.1057/dddmp.2012.20

Järvinen J. (2016). The use of digital analytics for measuring and optimizing digital
marketing performance [Doctoral dissertation].
https://jyx.jyu.fi/bitstream/handle/123456789/51512/978-951-39-6777-
2_vaitos21102016.pdf?isAllowed=y&sequence=1

Järvinen J., Karjaluoto H. (2015). The use of web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50(October), 117-127.
https://doi.org/10.1016/j.indmarman.2015.04.009’
Liu X., Burns A. C. (2018). Designing a marketing analytics course for the digital age.
Marketing Education Review, 28(1), 28-40.
https://doi.org/10.1080/10528008.2017.1421049

Liu Y., Levin M. A. (2018). A progressive approach to teaching analytics in the

marketing curriculum. Marketing Education Review, 28(1), 14-27.
https://doi.org/10.1080/10528008.2017.1421048

Gupta S., Leszkiewicz A., Kumar V., Bijmolt T., Potapov D. (2020). Digital analytics:
Modeling for insights and new methods. Journal of Interactive Marketing, 51(August),
26-43. https://doi.org/10.1016/j.intmar.2020.04.003

Delen D., Zolbanin H. M. (2018). The analytics paradigm in business research. Journal
of Business Research, 90(May), 186-195. https://doi.org/10.1016/j.jbusres.2018.05.013

Gupta S., Leszkiewicz A., Kumar V., Bijmolt T., Potapov D. (2020). Digital analytics:
Modeling for insights and new methods. Journal of Interactive Marketing, 51(August),
26-43. https://doi.org/10.1016/j.intmar.2020.04.003

Hanssens D. M., Pauwels K. H. (2016). Demonstrating the value of marketing. Journal

of Marketing, 80(6), 173-190. https://doi.org/10.1509/jm.15.0417

Wedel M., Kannan P. K. (2016). Marketing analytics for data-rich environments.

Journal of Marketing, 80(6), 97-121. https://doi.org/10.1509/jm.15.0413

Hair, Joseph, et al. ISE EBook Online Access for Essentials of Marketing Analytics,
McGraw-Hill US Higher Ed ISE, 2021. ProQuest Ebook Central,
http://ebookcentral.proquest.com/lib/ulster/detail.action?docID=6476670.
Created from ulster on 2023-05-04 09:50:37.

Hu, Mu. Highly Effective Marketing Analytics : A Practical Guide to Improving Marketing
ROI with Analytics, Business Expert Press, 2019. ProQuest Ebook Central,
http://ebookcentral.proquest.com/lib/ulster/detail.action?docID=6001633.
Created from ulster on 2023-05-04 11:52:09.