LECTURER: MS.

BUI THI HANH THAO

GROUP ASSIGNMENT
MKT318 - MKT1712
MEMBERS
Nguyen Ha Thanh

Vu Thi Quynh Chi

Vuong Phuong Anh

Nguyen Phuong Anh

Pham Hai Yen

Pham Tuan Linh

PAGE 2
TABLE OF
CONTENTS
I. Introduction

Company Introduction

Digital marketing mix evaluation

----------------------------------------------

II. Digital marketing measurement Plan

Identify the business objectives

Tools measurement index

----------------------------------------------

III. Recommendations and Conclusions

How did your digital marketing analysis and

measurement contribute to the overall marketing

strategy of that organization?

What recommendations can you give to the

organization for their future digital marketing strategy?

----------------------------------------------

IV. References and Appendices

PAGE 3
EXECUTIVES
SUMMARY
In this assignment, we will summarize the

knowledge of digital marketing of Fila. First, we will

give a general understanding of the Fila company.

Second, how the company is implementing 4Ps on

digital platforms. 4ps includes product, price,

placement and promotion. Next, we cover data

infrastructure measurement. In data infrastructure

measurement, we will measure 4 metrics namely

brand impact, customer outcome, customer value

and attribution. Finally, we will give

recommendations for Fila to develop digital

marketing strategies.

PAGE 4
 I.
INTRODUCTION

1. Company Introduction

2. Digital marketing mix evaluation

PAGE 5
 COMPANY
INTRODUCTION

HISTORY
Fila was established in 1911 in Biella, a tiny village in
Northern Italy's mountains, by two Fila brothers with the
initial concept and purpose of creating goods.
Combine opulent blocks with artwork.

Fila became more well-known after it formally became

a textile business specializing in the manufacture of
high-quality sports products specializing in knitwear in
1923. After many years of growth, the Filaname had
expanded far beyond the boundaries of Biella to
become a well-known knitwear maker throughout Italy
at the time. After approximately 100 years of
establishment and growth, the Fila name has now
become one of the world's top companies specializing
in sports goods (Fila Viet Nam, 2023)

PAGE 6
 MISSION
Fila's Circular Value Chain Fila is
VISION committed to promoting circularity
and to generating economic, social
WINNING TOGETHER and environmental value throughout
(Fila Holdings, 2023). our business operations
FILA's vision is based
(Fila Holdings, 2023)
on four core values:
harmony, innovation,
price and passion.

PRODUCT

Menswear

Womenswear

Work apparel

Footwear

PAGE 7
 DIGITAL MARKETING
MIX EVALUATION
The concept of digital marketing :
The term digital marketing refers to the use of digital channels
to market products and services in order to reach consumers.
This type of marketing involves the use of websites, mobile
devices, social media, search engines, and other similar
channels (Barone 2022)

PAGE 8
 PRODUCT
Fila is known for its sportswear, including athletic shoes,
workout clothing, and tennis wear. Fila’s athletic shoes are
particularly popular, with a variety of styles to choose from,
including running shoes, tennis shoes, and basketball shoes.
The brand’s clothing line includes tops, bottoms, and
outerwear, made from high-quality materials that are
designed to be comfortable and durable. In addition to its
sportswear, Fila also offers a line of accessories, such as bags,
hats, and socks, that complement its clothing and footwear
offerings. (Elisa, 2023)

PAGE 9
PRODUCT
FILA uses computer-aided design (CAD) software for the
design and development of their shoes. This technology allows
the brand's designers to create and modify shoe designs in a
digital environment, which can be viewed from different angles
and modified as needed. CAD software enables designers to
create detailed 3D models of shoe components, such as the
upper, midsole, and outsole, and make precise modifications
to these components as needed. The brand may use 3D
printing to create prototypes of shoe components, which can
be tested for fit and functionality before being incorporated
into the final shoes design (Machine design, 2017)

Creating 3D models of shoe components by using CAD

Source: Fix the photo

PAGE 10
 PRICE
Value-based pricing strategy
Fila use value-based pricing
involving setting prices based
on the perceived value of the
product to the customer, rather
than solely on production costs
or competitor prices (Andrew,
2022)

Premium pricing strategy

Premium pricing is a pricing
strategy that involves setting a
high price for a product to
convey a sense of exclusivity,
luxury, or high quality. Fila offers
premium products such as
limited edition sneakers or
collaborations with high-end
fashion designers at higher
prices compared to its regular
products (Ediify, 2023)

PAGE 11
PLACEMENT
Fila's website provides users
with a seamless online
shopping experience. Users
can browse and purchase
Fila products, learn more
about the brand's history,
and find store locations
(Ediify, 2023)

Fila has also made strong presence in ecommerce

websites like Amazon, Shopee, Lazada
PAGE 12
PROMOTION

Fila uses a promotional mix to create

awareness and drive sales. This
includes a combination of advertisings,
sales promotions, public relations,
personal selling, digital marketing,
direct marketing (Ediify, 2023).

PAGE 13
PROMOTION
Digital Marketing
Fila has used UGC (user-generated content) in several
campaigns, but one of their notable campaigns that
heavily relied on UGC is the "Fila Explore" campaign. This
campaign was launched in 2018 and encouraged
customers to share photos of themselves wearing Fila
products while exploring different destinations around
the world using the hashtag #FILAexplore. The brand
then featured selected photos on their social media
accounts and website, creating a sense of community
and encouraging customer engagement (Daniel, 2019)

PAGE 14
 PROMOTION

Personal selling
In addition to using personal selling at
direct points of sale, Fila also uses online
chat support to provide online chat
support on its website where customers
can interact with sales representatives
to get product information, resolve
issues, and make purchases (Fila, 2023)
Direct MKT
Fila could create an email list of
potential customers and send them
promotional emails featuring its latest
products, special deals, and discounts
(Dimitriou,2023)

PAGE 15
PROMOTION
Advertising
Fila applies display ads, social media ads, TVC ,and
OOH to market their products.
Sales promotion
Fila uses sales promotion through methods such as buy
1 get 1 free, gift or discount. Fila applies digital to
promote sales by selling off 30-40% with free shipping
voucher. In addition, Fila also opens contests and
giveaways on social media, where customers can win
FILA merchandise or discounts.
Public relation
Fila's public relations focuses on building relationships
with customers, media, and partners. Especially, in the
digital age, Fila engages social media accounts on
platforms like Facebook, Twitter, Instagram, and TikTok,
where they can interact with customers. Besides, Fila
also use social media platforms to engage with
journalists and share news and updates about the
brand to build brand’s reputation. Finally, Fila partners
with fashion influencers such as Kim Kardashian, Grant
Hill,...to showcase their products and reach a wider
audience.

PAGE 16
II. DIGITAL MARKETING
MEASUREMENT PLAN

Identify the business objectives

Business objective

Marketing objective

Tools measurement index

Brand Impact

Customer outcome

Customer value

Attribution

PAGE 17
IDENTIFY THE
BUSINESS OBJECTIVES

BUSINESS OBJECTIVES
Fila Holdings Corp.’s earnings were down in the third
quarter on lower margins in 2022. Sales grew modestly
as declines for the Fila brand. Fila raised its sales
outlook for the year but lowered its earnings guidance
(SGB media, 2023).

Therefore, Fila is planning to implement to increase its

revenue, profitability and market share by expanding
its customer base, launching new product lines,
entering new markets, and improving operational
efficiency. FILA is focused on increasing its market
share in the global sportswear industry. The company
seeks to achieve this by developing innovative
products that cater to the evolving needs of
consumers. (Fila Holdings Corp, 2023)

PAGE 18
IDENTIFY THE
BUSINESS OBJECTIVES

MARKETING OBJECTIVES

Marketing objectives are the outcomes a brand wants

to generate from its marketing activities. Marketing
objectives should always be specific, measurable,
achievable, relevant, and time-based (Davey, 2023)

Marketing objectives are closely linked with business

objectives. Fila's business goals for 2023 are revenue,
profit and market share growth. To be able to
accomplish these objectives, the marketing goal is to
build brand awareness, grow loyalty and stimulate
demand.

PAGE 19
BRAND IMPACT

DEFINE
Brand Impact is a measurement,
which answers the question HOW WELL
DOES MARKETING IMPROVE THE WAY
CONSUMERS INTERACT WITH AND
PERCEIVE YOUR BRAND ?

It is used to assess the health of the

market perception of the brand and
products and the depth of their
consumer relationships. There are
several methods used to value a
brand and inherently intangible asset,
each differing in perspective on value
and the inputs use in this calculation.
(Kevin Hartman, 2023)

PAGE 20
 BRAND IMPACT

KEY QUESTIONS
1. How much of Fila’s advertising was seen and audible?
2. How many different individuals did Fila's ads reach ?
3. How do I account for devices in relation to people?
4. What percentage of the target audience actually saw
Fila's ads ?
5. Were our advertising noticed by humans rather than
bots?
6. Were Fila’s ads seen in the right context ?
7. What impact did these ads have on Fila's brand
metrics ?

PAGE 21
 BRAND IMPACT

Integral Ad Science
INTRODUCTION :
Integral Ad Science (IAS) is a global leader in
digital ad verification helping brands, agencies,
and publishers activate and optimize impactful
campaigns. (Integral Ad Science, 2023)

HOW DOES IT WORK :

Integral Ad Science dives into the motivations
behind consumer preferences for contextually
relevant ads, uncovering what consumers
consider to be effective contextual links — and
what this means for the brand. (Integral Ad
Science, 2023)

KEY FUNCTION :
Ad fraud Brand safety & suitability
Contextual targeting Viewability
Efficiency & optimization

PAGE 22
 BRAND IMPACT

A tool can measure Brand Impact

Source: Integral Ad Science

CAPABILITY :
Ad fraud: Stop more bots and reach more people
Brand safety & suitability: Unlock the power of context to
protect and grow your brand
Contextual targeting: Reach your target audience in a
cookieless world
Viewability: If an ad is out of view, it can’t reach its full potential
Efficiency & optimization: Make the most of every cent and
every second
Device graph: IAS uses device graphs to represent user journeys
across different devices.
Cookieless technology: Utilizes deterministic and probabilistic
matching to identify unique users without judging on cookies.
Conducting surveys before and after the campaign: Measuring
changes in brand awareness.
(Integral Ad Science, 2023)
PAGE 23
 BRAND IMPACT

PROS CONS
As a tool of the enterprise It is challenging to use and
platform group, it is capable requires contacting a third
party business because it
of handling big data analyses.
belongs to the enterprise
Work together to develop
platform group.
innovative solutions with
Big data analysis capabilities
technology partners such as are expensive.
Adobe, Microsoft Ads, LinkedIn,
Pinterest, Youtube Ads, etc. to
help guarantee high-quality
media everywhere.
Simple to access information
and easy to understand
homepage.

PRICE
Price is not disclosed.
The prices of Integral Ad Science products and services
may vary depending on each customer's specific needs
and requirements.

PAGE 24
 CUSTOMER OUTCOMES

DEFINE
Customer Outcomes is the true customer goal and the
next phase of customer experience

Customer outcomes measurements seek to determine

the value of marketing on important business outcomes
like revenue, sales volume, and market share. Outcomes
happen along the consumer's decision journey and the
path toward a sale. It answers the question: How well does
the marketing drive value for you across all/each sales
channels? (Kevin Hartman, 2023)

1.How many goals do customers aim for when using the service?
(Qualaroo)

2.What does the customer's buying decision process look like?

3.Are they visiting our website?

4.How is the customer behaving?

5.Where does your revenue come from?

KEY
PAGE 25
QUESTION
 CUSTOMER OUTCOMES

INTRODUCTION

Kissmetrics is an effective web analytics solution that

provides significant information and user engagement on
your website.

HOW DOES IT WORK?

It gathers acquisition information from each visitor and

paints a detailed picture of users' activity on your website.
Also, you may utilize analytics to expand the user base of
your product, which will ultimately expand your revenue.
Your whole revenue is depicted in the Revenue Report. Also,
you may divide up your paying clients using the
Kissmetrics attributes you already have.
Kissmetrics is a person-based analytics product that helps
you identify, understand, and improve the metrics that
drive your online business. Kissmetrics make it simple to
get the information you need to make better product and
marketing decisions. We strive to make both installation
and reporting as simple as possible. (Kissmetrics, 2023)

PAGE 26
 CUSTOMER OUTCOMES

CAPABILITY

DETAILED CUSTOMER ACTIVITY REPORTS

See which features are being used
by which customer plans
Track daily, weekly, and monthly
active users
Discover the most viewed pages on
your site by your best customers
Compare feature usage over time
Identify what caused certain
A tool can measure CDJs index
activities to rise or fall Source: Kissmetrics
Review signups drilled down by
plan, device, campaigns, ...

KNOW YOUR REVENUE

Know your lifetime value of
customers by plan
Churn rate of customers
by segment
Total customer count by
week, month, or quarter
See your new customers
gained in Q1
(Kissmetrics, 2023)
A tool can measure where revenue come from
Source: Kissmetrics
PAGE 27
 CUSTOMER OUTCOMES

PROS CONS
It is easy to install The implementation isn't as
It has excellent viewing and easy as other analytics tools
configuration options and and the documentation is a bit
provides users with many confusing
security and management tools. Limited integration capabilities
This tool provides a lot of Expensive, hence difficult to
information and data; implement and maintain for
Users can track sessions from early-stage startups
desktop and mobile. (Trust Radius,2023)

PRICE
Silver: 299$/month billed annually include: Dashboard,
Populations, Activity report, Funnel Report, User search, Path
report
Gold: 499$/month include Dashboard, Populations, Activity
report, Funnel Report, User search, Path report, revenue
report, Cohort Report,
Platinum: Custom, include: Dashboard, Populations, Activity
report, Funnel Report, User search, Path report, revenue
report, Cohort Report, Power report, SQL report, A/B test report
(Kissmetrics, 2023)

PAGE 28
INTRODUCTION
Qualaroo is an online customer feedback tool used to
collect opinions and information from customers.

HOW DOES IT WORK?

This tool helps users engage with customers based on the
actions they’ve taken on the app or website; segment
customers on the basis of geographies; and deliver
customized content. Software also features variables like
search terms or time on page, and the ability to personalize
surveys by adding skip logic (Software advice, 2022).

PAGE 29
CAPABILITY

Survey Questions: Qualaroo allows you to create survey

questions and display them to your website visitors. You
can customize survey questions in a variety of ways to
collect information from your customers.
Display personally: Qualaroo may display survey
questions to a specific group of customers based on
certain conditions, such as IP address or device type.
Dialog message: Qualaroo can display a professional
and attention-grabbing dialog box to ask them to
answer a survey question or to provide information to a
customer.
Data Analytics: Qualaroo provides reporting on survey
responses and helps you analyze data to better
understand customer opinions and needs.
Customize Appearance: Qualaroo allows you to
customize the look and feel of your survey questions to
match your brand or to create a better user experience
(Qualaroo, 2023)

PAGE 30
PROS
Use Nudge™ to check
customer activity and get
quick feedback.
Collect feedback from
customers without disrupting
their experience with slide-in
pop-up surveys.
Facilitate market and user
PRICE
research. Essentials : 69$/month
Premium : 149$/month
Business : 229$+/month
CONS (Qualaroo, 2023)
Not many diverse survey
topics/samples
Unable to create in-depth
custom dashboards and
charts (Qualaroo,2023)

PAGE 31
 CUSTOMER OUTCOMES

DATA IT
TOOLS TOOLS TYPE QUESTION
COLLECTS

Detailed Customer
collect & activity reports
2, 3, 4, 5
analyze tool Revenue

collect tool Opinions and

information from 1
customers

1. How many goals do customers aim for when using the

service?
2. What does the customer's buying decision process look
like?
3. Are they visiting our website?
4. how are customers behaving?
5. where does your revenue come from?

PAGE 31
 CUSTOMER VALUE

Customer Outcomes is the true customer goal and the

next phase of customer experience

Customer outcomes measurements seek to determine

DEFINE

the value of marketing on important business outcomes

like revenue, sales volume, and market share. Outcomes
happen along the consumer's decision journey and the
path toward a sale. It answers the question: How well
does the marketing drive value for you across all/each
sales channel? (HubSpot, 2021)

1. What are the customer's purchasing criteria?

2. Do Fila products satisfy customers?
KEY QUESTION

3. What is the percentage of customers repurchasing

the product?
4. How many customers are interested when Fila
launches a new product?
5. From the above questions, we can see that the data
to be collected includes the perception and
determination of customer satisfaction.

PAGE 32
 CUSTOMER VALUE

Collect data through Social Media, E-mail, and

PRIMARY RESEARCH

websites.
There are 3 methods:
Online survey
Offline survey
Direct interview.
Asking them the question we want to survey, and
after they answer, can send them small gifts, loyalty
cards, vouchers, or discount codes of the Fila brand.

SECONDARY RESEARCH
We can solve the problem
The impact of Fila on the market.
Customers' reaction to Fila.
Customers’ reaction to price changes.
Whether or not Fila's promotions bring satisfaction
to customers.
Collect data based on customers' share of voice on
blogs, Facebook posts, websites,...

PAGE 33
 PRIMARY RESEARCH
KEY FUNCTION:
Survey Building
INTRODUCTION

SurveyMonkey is an online survey tool

Customization &
used to create online surveys, polls,
Branding
and quizzes. Overall, SurveyMonkey is
Analysis & Reporting
effective for individuals, SMBs, and
Response
enterprises but more effective for Management
individuals and SMBs (SurveyMonkey, Team Collaboration
2023) Security
Mobile Survey Tool for
IOS and Android

Gather opinions and transform them into People

Powered Data.
Easily create surveys, quizzes, and polls for any
HOW DOES IT WORK?
audience.
Gather feedback via weblink, email, mobile chat,
social media, and more.
Automatically analyze your results and get powerful
analysis features.
Export your results or integrate your data with your
favorite apps.
Use your insights to make better, data-driven
decisions.
(Survey Monkey, 2023)
PAGE 34
 CUSTOMER VALUE

CAPABILITY: This tool can help you discover:

Would our customers recommend us to a
friend
Are they finding value in our service?
How is our support team doing?
What new features should we build?
This ridesharing app sends this quarterly
survey to our customers to understand what
they think about the service overall and what
the company can do next to keep our
customers happy. The competition is fierce, so
they always want to make sure they’re
delivering the best possible customer
experience (Survey Monkey, 2023)

A tool can measure customer value

Source: SurveyMonkey PAGE 35
 CUSTOMER VALUE

PROS

General usability
Comprehensive feature set
High security

CONS
The number of devices is
limited and requires a fee.
Cannot handle large,
complex data

PRICE

Do not publish prices for

businesses, need to contact
the tool

PAGE 36
 SECONDARY RESEARCH
INTRODUCTION

The world's largest media database, Cision enables

businesses to track and analyze conversations,
mentions, and sentiments across more than 150 million
blogs, forums, video and photo sharing sites, and social
media sites. Social media forms include Facebook,
Twitter and LinkedIn (Cision, 2023)

With access to the most complete collection of global HOW DOES IT WORK?
news, blogs, print and online broadcasts, and billions of
conversations taking place on social media, Cision has
vast amounts of data to choose from. tell you what your
customers are saying and what attitude they have towards
your brand. Cision uses AI to monitor and listen to
customer feedback across all digital channels worldwide.
The information will appear on your dashboard quickly, you
can use this data to manage your brand reputation,
capitalize on trending stories and build smarter
communication strategies (Cision, 2023)
PAGE 37
 CUSTOMER VALUE

A tool can monitor online media

Source: Cision, 2023

CAPABILITY:
Online media monitoring: Track
your brand mentions in real-time
across millions of daily breaking
news stories across the world,
with unlimited clips and searches
(Cision, 2023).

Broadcast monitoring: Find

global TV and radio mentions
with unlimited, easy searches.
Edit clips to share with internal
teams and highlight key
viewership and sentiment
metrics (Cision, 2023)
A tool can monitor broadcast
Source: Cision, 2023

Print monitoring: Gain insights

from tens of thousands of print
newspapers, magazines,
paywalled content, and more
from local, national, and
international coverage (Cision,
2023)
PAGE 38
 CUSTOMER VALUE

PROS CONS
Cision is an enterprise Expensive
platform tool No free, dedicated training
Has more than 1.4M database No free trial
The ability to handle a lot of
data.

PRICE
No free trial
Expensive: $7200/year

PAGE 39
 CUSTOMER VALUE

DATA IT
TOOLS TOOLS TYPE QUESTION
COLLECTS

collect & customer’s

1, 2
analyze tool feedback

customer’s
collect &
feedback, the 1, 2, 3, 4
analyze tool
share of voice

1. What is the customer's purchasing criteria?

2. Do Fila products satisfy customers?
3. What is the percentage of customers repurchasing the
product?
4. How many customers are interested when Fila launches
a new product?

PAGE 40
 ATTRIBUTION

DEFINE
Attribution solutions can help analysts piece together an
assessment of marketing effectiveness. Importantly, a
view across channels is the promise, which is something
that is very important to the advertisers (Kevin Hartman -
2021)

1. What channels did consumers see the messages on?

2. Which touchpoint has the biggest impact on their buying
journey?
3. Which of my channels is driving sales and which are not?
4. How do companies improve their Return on Investment
(ROI)?
5. How well does marketing and data help you measure and
value the impact of your media
KEY
QUESTION
PAGE 41
 ATTRIBUTION

INTRODUCTION

Cyfe is a website management tool for businesses,

effectively analyzing websites, giving issues related to
social media, and other issues related to KPI. You can
find problems easily and offer options for optimization.
Moreover, Cyfe is a business dashboard software that
helps the users combine their data, visualize the trends
they have, and create a single solution for reporting. In
other words, it is a marketing analytics tool specialized
in data extraction automation. It provides real-time
dashboards for its users.
You can also call Cyfe a business intelligence software
designed for monitoring and analyzing all your data.
This data can be taken from various platforms,
channels, and campaigns, and Cyfe is there to help you
(Cyfe, 2023)

PAGE 42
 ATTRIBUTION

HOW DOES IT WORK?

Cyfe has a common work cycle for the marketing
reporting automation software. You can extract
data from various platforms sources and combine
them in a unique, simple dashboard.
Cyfe automates your reporting process, making it
less time-consuming, and saves you a lot of
energy that you can save for the other marketing
tasks. You can extract data from SEO, PPC, and
social media channels, related to different
industries and fields (Cyfe, 2023)

KEY FUNCTION
Cyfe Dashboard
Cyfe User Management
Custom Dashboards, White-Label, and Data-
Blending in Cyfe

PAGE 43
 ATTRIBUTION

PROS CONS
Easy to use Possibility of accidentally
Great customer service erasing your data
A lot of custom options A limited quantity of widgets
Affordable pricing plans Limited functionality
White-labeling

PRICE
Starter: With just 2 dashboards and 1 user, you should pay 19$
per month for this subscription. It is great for freelancers and
small businesses that have just started.
Standard: For 29$, you can access 2 users and 5 dashboards.
Pro: 10 dashboards, 5 users, and 49$ per month.
Premier: 89$ per month, 20 dashboards, and unlimited users
(Cyfe, 2023)

PAGE 44
 ATTRIBUTION

INTRODUCTION

Socialbakers is a digital tool that allows you to easily

manage all the profiles you have on social networks
in a clear and simple way. With this platform, you can
measure, compare and contrast the success of all
your campaigns to get the best results and improve
your performance. In addition, it has measurement
and comparison functions to analyze the current
situation against competitors and identify possible
improvements in future campaigns. All social
networks can be viewed at once from the tool itself,
quickly and efficiently (Socialbakers, 2023)

PAGE 45
 ATTRIBUTION

HOW DOES IT WORK?

After going to the homepage of Socialbakers, you
can quickly become a member and use the free
trial version. You will need to integrate all of your
social media accounts into the system one by one.
After that stage, you can perform all of your
actions from a single center (Socialbakers, 2023)

KEY FUNCTION
Dashboard
Analyze all social networks
Reports
Engagement
Optimization
Statistics
Compare with competitors
Publishing company
listen

PAGE 46
 ATTRIBUTION

PROS CONS
AI powered “Persona Mapping” No TikTok support
identifies target audience for Costly if all you want is the
your brand influencer tools
AI finds influencers whose
audience matches the Persona,
as well as influencers within your
own audience
Comparison tool shows which
influencers provide the most
value

PRICE
Starter: With just 2 dashboards and 1 user, you should pay 19$
per month for this subscription. It is great for freelancers and
small businesses that have just started.
Standard: For 29$, you can access 2 users and 5 dashboards.
Pro: 10 dashboards, 5 users, and 49$ per month.
Premier: 89$ per month, 20 dashboards, and unlimited users.

PAGE 47
 ATTRIBUTION

DATA IT
TOOLS TOOLS TYPE QUESTION
COLLECTS

collect & Customer’s view,

1, 3, 5
analyze tool click, follow, reach

Customer’s view,
collect & click, follow, reach.
1, 2, 3, 4
analyze tool Compare with
competitor

1. What channels did consumers see the messages on?

2. Which touchpoint has the biggest impact on their
buying journey?
3. Which of my channels is driving sales and which are
not?
4. How do companies improve their Return on Investment
(ROI)?
5. How well does marketing and data help you measure
and value the impact of your media

PAGE 48
RECOMMENDATION AND
CONCLUSION

PAGE 49
How did your digital marketing analysis and measurement
contribute to the overall marketing strategy of that
organization?

In the digital world, technology develops rapidly. The

measurement and analysis of data will contribute a lot to the
overall strategy of the business.
First, brand impact analysis helps brands identify their target
audience, thereby developing digital marketing campaigns
that help companies achieve their business goals.
Second, digital marketing analysis and measurement help
businesses optimize the customer experience. By analyzing
website and social media user behavior, digital marketing
analysis can help identify areas where the organization can
improve the customer experience, such as website design or
social media content.
Third, digital marketing analysis and measurement
contribute to improving customer experience. Understanding
customer value allows organizations to focus on delivering a
better customer experience for their most valuable
customers. This can lead to increased customer satisfaction
and loyalty
The last contribution is to optimize marketing spend. By
measuring the attribution of various marketing channels,
digital marketing analysis can help the organization optimize
its marketing spend by identifying the most effective
channels for driving conversions and sales.
Overall, digital marketing analysis can help the organization
measure the effectiveness of its marketing campaigns.

PAGE 50
What recommendations can you give
to the organization for their future
digital marketing strategy?

First, if Fila wants to measure Brand

impact, they can use Integral Ads
Science.
Second, in case of measuring
customer outcome, two funtional
tools that Fila can utilize is Qualaroo
and Kissmetrics.
Third, one of the best tools to
measure customer value that I
want to suggest is Cision
Finally, to collect and analyze data
related to attribution measurement
index, Fila can apply cyfe và
socialbakers.

PAGE 51
 TIMELINE

Brand
impact

Customer
outcome

Customer
value

Attribution

SET A GOAL COLLECT ANALYZE REPORT

1 week 1 month 2 months 1 month

Brand
impact

Customer
outcome

Customer
value

Attribution

PAGE 52
 CONCLUSION

After researching about Fila, we realized that achieving

business goals and marketing goals is not easy. There
are many factors we need to analyze including market
analysis, brand awareness in the market, customer
demand, customer behavior and budget allocation, etc.
Therefore, Fila can use the data analysis tools outlined
above to research the market and understand their
customers. The mentioned tools all have superior
features to be able to handle big data for a reputable
business like Fila.
In conclusion, by studying data based on brand impact,
customer outcome, customer value and attribution
metrics, Fila will be able to launch an effective and
different marketing campaign.

PAGE 53
 REFERENCES

Fila., (2023) Fila Viet Nam - Lich su của Fila .[Viewed 8 March
2023].Available from: https://fila-vietnam.vn/lich-su-cua-fila?
fbclid=IwAR0VLB9l1Ie2Qxz8i8PLEZlnuZwpU_BE6ejPoltS88Ys_MpwDH
wfMw_fswk
Fila.., (2023) Fila Holding Corp. - Sustainability . [Viewed 8 March
2023]. Available from:
https://www.filaholdings.com/en/sustainability/index.asp
Fila., (2023) Fila. [Viewed 8 March 3 2023]. Available from:
https://www.fila.com/
mba Skool., (2020) - Lifestyle and retails: Fila SWOT Analysis,
Competitors & USP . [ Viewed 8 March 2023].available form:
https://www.mbaskool.com/brandguide/lifestyle-and-
retail/2833-fila.html
Barone., (2022) Digital marketing overview: type, challenges, and
required skills [Online]. Investopedia [Viewed 26 Feburary 2023].
Available from: https://www.investopedia.com/terms/d/digital-
marketing.asp
Machine design., (2017) Creating Custom Shoes via 3D Printing.
[Viewed 3 March 2023]. Available from:
https://www.machinedesign.com/3d-printing-
cad/article/21836020/creating-custom-shoes-via-3d-printing
Ediify., (2023). Fila marketing strategy and marketing mix. [Viewed
3 March 2023]. Available from: https://blog.ediify.com/fila-
marketing-strategy-marketing-mix-4ps/
Andrew., (2022) Value-based pricing [Online]. Investopedia
[Viewed 3 March 2023]. Available from:
https://www.investopedia.com/terms/v/valuebasedpricing.asp
Ediify., (2023). Fila marketing strategy and marketing mix. [Viewed
3 March 2023]. Available from: https://blog.ediify.com/fila-
marketing-strategy-marketing-mix-4ps/
 REFERENCES

Andrew., (2022) Value-based pricing [Online]. Investopedia [Viewed

3 March 2023]. Available from:
https://www.investopedia.com/terms/v/valuebasedpricing.as
Ediify., (2023). Fila marketing strategy and marketing mix. [Viewed 3
March 2023]. Available from: https://blog.ediify.com/fila-
marketing-strategy-marketing-mix-4ps/
Daniel., (2019). Here’s what happened when Fila launched “Explore”
pop-ups around the world. [Viewed 8 March 2023]. Available from:
https://www.highsnobiety.com/p/fila-explore-global-pop-ups/?
fbclid=IwAR2OFY8a80uTbMEvloU8raGjBOzDMYMOvcKjuNPhZqngxCc
FgNh4TLkl_ME
Dimitriou., (2023). Top 7 Cyber Monday Email Examples To Get
Inspired [2023]. [Viewed 10 March 2023]. Available from:
https://moosend.com/blog/cyber-monday-email-marketing-
examples/
SGB Media., (2022). Fila Sees Higher Sales But Lower Profits For 2022.
[Viewed 8 March 2023]. Available from: https://sgbonline.com/fila-
sees-higher-sales-but-lower-profits-for-2022/
FILA Holdings Corp., (2022). FILA 5-year strategic plan. [Viewed 8
March 2023]. Available from:
https://www.filaholdings.com/en/invest/plan.asp
Davey., (2023). 17 Goals and Marketing Objectives Examples.
[Viewed 8 March 2023]. Available from:
https://coschedule.com/blog/marketing-objectives
IAS Team., (2023). Integral Ad Science. [Viewed 8 March 2023].
Available from: https://integralads.com/insider/undercover-
context-research/
Hartman., (2023). Brand measurement. [Viewed 8 March 2023].
Available from: https://www.coursera.org/learn/marketing-
analytics/lecture/X1Psp/brand-measurement
https://integralads.com/solutions/
 REFERENCES
Hartman., (2023). Digital Marketing Analytics in Theory [ Viewed 27
February 2023]. Available from:
https://www.coursera.org/lecture/marketing-
analytics/consumer-outcomes-cy0zY
Kissmetrics., (2022). About Kissmetrics [ Viewed 27 February 2023].
Available from: https://support.kissmetrics.io/docs/about-
kissmetrics#:~:text=Kissmetrics%20is%20a%20person%2Dbased,re
porting%20as%20simple%20as%20possible
Kissmetrics., (2022). SaaS - Kissmetrics [ Viewed 28 February 2023
] Available from: https://www.kissmetrics.io/saas/
Kissmetrics., (2023). Saas-pricing - Kissmetrics [ Viewed 28
February 2023 ] Available from: https://qualaroo.com/pricing/
Trust Radius., (2023). Pros and cons of Kissmetrics 2023 [ Viewed
29 February 2023 ] Available from:
https://www.trustradius.com/products/kissmetrics/reviews?
qs=pros-and-cons#overview
Software advice., (2023). Qualaroo Software Reviews, Demo &
Pricing 2023 [ View 29 February 2023 ] Available from:
https://www.softwareadvice.com/crm/qualaroo-profile/
Qualaroo., (2023). Pricing - Qualaroo | User Research & User
Feedback Software [ Viewed 29 February ] Available from:
https://qualaroo.com/pricing/
Cyfe., (2023).Cyfe [ Viewed 29 February ] Available from:
https://www.g2.com/products/cyfe/reviews
Porter., (2022). Cyfe: Overview, Pros & Cons, Features and Pricing. [
Viewed 29 February ] Available from:
https://portermetrics.com/en/compare/cyfe/
SaaSworthy., (2023). Socialbakers. [ Viewed 29 February ]
Available from:
https://www.saasworthy.com/product/socialbakers
Top Position., (2023).Socialbakers. [ Viewed 29 February ]
Available from: https://t-position.com/en/socialbakers-tool/
 REFERENCES
Quang Anh., (2023). Top 9 công cụ đo lường hiệu quả marketing
không thể bỏ qua. [Viewed 29 February ] Available from:
https://igenz.net/cong-cu-do-luong-hieu-qua-
marketing/#ftoc-heading-17https://hapodigital.com/cong-cu-
do-luong-hieu-qua-marketing/
Fila., (2023) LỊCH SỬ CỦA FILA - FILA Việt Nam [ Viewed 8 March ]
Available from : https://fila-vietnam.vn/lich-su-cua-fila
Fila., (2023) FILA Holdings Corp. [ Viewed 8 March ] Available from :
https://www.filaholdings.com/en/sustainability/index.asp#vision
Fila., (2023) FILA.com Official Site | Sportswear, Sneakers, & Tennis
Apparel [ Viewed 8 March ] Available from : https://www.fila.com
Fontanella, C., Clint Fontanella (2021). hubspot. [3rd March, 2023].
Available from: https://blog.hubspot.com/service/customer-
value
Fontanella, C., Clint Fontanella (2021). hubspot. [3rd March, 2023].
Available from: https://blog.hubspot.com/service/customer-
value
Cision., (2023). Viewed [3rd March, 2023]. Available from:
https://www.cision.com/monitoring-analytics/
Melwwater., (2023). Viewed [3rd March, 2023]. Available from:
https://www.meltwater.com/en
Donda., (2023). Cision vs Meltwater vs Prowly – 2023 Feature &
Pricing Comparison. Viewed [3rd March, 2023]. Available from:
https://prowly.com/magazine/cision-vs-meltwater/
Elisa., (2023). Is Fila a good brand in 2023. Viewed [3rd March,
2023]. Available from: https://streetstylis.com/is-fila-a-good-
brand/#:~:text=The%20brand%20is%20known%20for,tennis%20sho
es%2C%20and%20basketball%20shoes.