1. Analyse the different types and models of social media channels.

How can a company

choose the most suitable channel for their marketing strategy?
2. Compare and contrast the key features of Google Analytics and Adobe Analytics. Which
platform would you recommend for a start-up and why?
3. Discuss the concept of multi-channel attribution in web analytics. How does it impact
marketing decision-making?
4. Explain the process of implementing dashboards for web analytics. Provide examples of
metrics that should be included in a dashboard.
5. A company is running a content marketing campaign on social media. How can they use
A/B testing to optimize their content strategy?

Answers
1.Social Media Channels for Marketing Strategy:
Types:

 General Interest: Facebook, Instagram, Twitter, Pinterest, TikTok (wide

demographics, broad interests)
 Professional Networking: LinkedIn (professionals, B2B focus)
 Visual Sharing: Instagram, Pinterest, YouTube (image and video-centric
content)
 Messaging: WhatsApp, Facebook Messenger (direct communication with
customers)
 Niche Platforms: Reddit (specific communities), Quora (Q&A format)

Choosing the Right Channel:

 Target Audience: Where does your ideal customer spend their time online?
Age, demographics, and interests play a crucial role.
 Marketing Goals: Are you aiming for brand awareness, lead generation, or
direct sales? Each platform caters to different goals.
 Content Strategy: Consider the type of content you excel at creating (visuals,
videos, written text) and choose platforms that support it.
 Resources: Managing multiple platforms requires time and effort. Assess
your resources and capacity before diving in.
2. Recommendation: Start with 1-2 platforms where your target audience is
most active and tailor your content to their preferences. Monitor results and
expand to other platforms as needed.
 2. Comparison of Google Analytics and Adobe Analytics:
 Google Analytics:
 Key Features:
 Free version available with advanced features in Google
Analytics 360.
 Tracks website traffic, user behavior, conversions, and other
metrics.
 Offers integration with Google Ads and other Google products.
 Provides customizable reports and dashboards.
 Strong support for e-commerce tracking.
 Suitability for Start-ups: Google Analytics is recommended for start-
ups due to its accessibility, cost-effectiveness (especially the free
version), and robust feature set. It provides essential insights into
website performance, user behavior, and conversion tracking, helping
start-ups optimize their marketing efforts and improve ROI.
Additionally, its integration with other Google products simplifies
tracking and analysis, making it suitable for start-ups looking to
establish their online presence.
 Adobe Analytics:
 Key Features:
 Part of the Adobe Marketing Cloud suite.
 Comprehensive data collection and analysis capabilities.
 Advanced segmentation and customer journey analysis.
 Real-time data tracking and reporting.
 Integration with other Adobe products for holistic marketing
analytics.
 Strong support for A/B testing and personalization.
 Suitability for Start-ups: While Adobe Analytics offers
advanced features and capabilities, it may be more suitable for
larger enterprises with complex analytics needs and resources to
invest in the Adobe Marketing Cloud suite. For start-ups with
limited budgets and resources, Google Analytics provides a
more cost-effective solution that meets their basic analytics
requirements and allows them to scale as their business grows.

4Multi-Channel Attribution in Web Analytics: Seeing the Bigger

Picture
In today's digital landscape, customer journeys rarely involve a single touchpoint
leading to a conversion. They hop between different channels - social media, email,
search engines, ads - before making a decision. Multi-channel attribution sheds
light on this complex journey, helping you understand how each channel contributes
to achieving your marketing goals.
Here's what it does:

 Tracks interactions across channels: It captures user touchpoints before a

conversion (purchase, signup, etc.), painting a holistic picture of the customer
journey.
 Assigns credit to each channel: Different attribution models distribute conversion
credit across channels based on their perceived importance (first touch, last
touch, time-based, etc.).
 Provides insights into channel effectiveness: You can see which channels
generate awareness, nurture leads, or directly drive conversions.

Impact on Marketing Decision-Making:

This deeper understanding leads to several positive impacts:

 Optimized Budgets: Allocate resources towards high-performing

channels, maximize ROI, and identify underperforming areas.
 Deeper Campaign Evaluation: Go beyond last-click metrics and measure the true
impact of multi-channel campaigns, revealing hidden interactions and synergies.
 Informed Retargeting: Tailor retargeting strategies based on users' previous
interactions across different channels, increasing engagement and conversion rates.
 Improved Channel Mix: Develop a balanced marketing mix that effectively
addresses different stages of the customer journey.

However, it's not without its challenges:

 Model Selection: Choosing the right attribution model depends on your business
goals and customer journey complexity.
 Data Accuracy: Ensure your data collection and tracking are accurate to avoid
skewed results.
 Interpretation: The data can be complex and requires careful analysis to draw
meaningful insights.

Implementing Web Analytics Dashboards: Making Data

4.
Actionable
Web analytics dashboards provide a visual snapshot of your website's performance,
helping you track key metrics and make informed decisions. Here's the process of
implementing them:

1. Define Your Goals:

 What are you trying to achieve with your website (e.g., increase
sales, leads, engagement)?
 Who is your target audience?
 What are your success metrics (e.g., conversion rate, bounce rate, average session
duration)?

2. Choose Your Tools:

 Several free and paid analytics tools offer dashboard features (e.g., Google
Analytics, Tableau, Klipfolio).
  Select one that integrates with your existing analytics platform and offers the desired
visuals and functionality.

3. Design Your Dashboard:

 Keep it clean and clutter-free, focusing on the essential metrics.

 Use clear labels and visuals (charts, graphs) for easy interpretation.
 Group related metrics together for better contextualization.
 Allow for filtering and drill-down functionality for deeper analysis.

4. Select Key Metrics:

 Traffic: Users, sessions, pageviews, sources

(organic, paid, referral, etc.), demographics (location, device).
 Engagement: Bounce rate, average session duration, pages per session, scroll
depth, heatmaps.
 Conversions: Conversion rate by goal (e.g., purchase, signup), conversion path
analysis, assisted conversions.
 User Acquisition: New vs. returning users, customer lifetime value, lead generation
metrics.
 Search Engine Optimization (SEO): Organic traffic, ranking keywords, top landing
pages, backlinks.
 Social Media: Engagement metrics (likes, shares, comments), reach, referral
traffic, top-performing posts.

5. Customize Based on Needs:

 Include industry-specific metrics relevant to your business.

 Track specific campaigns or initiatives with dedicated sections.
 Tailor the dashboard to different user personas (e.g., marketing team, management).

6. Monitor and Refine:

 Regularly review your dashboard and track trends.

 Adjust metric selection and layout based on new insights.
 Use the data to make informed marketing decisions and experiment with different
strategies.

Examples of Specific Metrics:

 Ecommerce: Average order value, cart abandonment rate, product performance.

 Content Marketing: Blog views, social media shares, lead generation from specific
articles.
 B2B Marketing: Lead nurturing funnel metrics, qualified leads generated, cost per
acquisition.

5. A/B testing is a powerful tool for companies running content marketing campaigns
on social media, allowing them to optimize their strategy and maximize engagement.
Here's how they can leverage it:

1. Identifying Winning Content Elements:

  Test headlines and captions: Experiment with different
lengths, formats, and calls to action to see what resonates best.
 Visuals: Compare static images, video clips, infographics, and carousels to
find the most engaging format.
 Posting time: Test different time slots and days of the week to see when your
audience is most active.
 Content type: A/B test different forms like long-form articles, short
summaries, videos, or live streams to see what resonates best.

2. Optimizing CTA Performance:

 Test various call-to-action buttons: Experiment with

wording, placement, and color to see what drives more clicks.
 Offer different CTA options: A/B test multiple choices (e.g., "Sign up"
vs. "Learn more") to understand user preferences.

3. Personalizing Content Delivery:

 Leverage social media advertising platforms' segmentation

features: Test targeting different demographics, interests, and behaviors to
see which reach performs best.
 Run dynamic content ads: A/B test different headline and image
combinations depending on user profiles and interests.

4. Experimenting with New Strategies:

 Test using influencers: Compare posts featuring brand ambassadors or

relevant figures to organic content.
 A/B test paid social media promotions: Try different ad formats, targeting
options, and budgets to find the most cost-effective approach.

Remember:

 Define clear goals and metrics: Establish what you want to achieve
(e.g., higher engagement, increased click-throughs) and track relevant metrics
accordingly.
 Start small and iterate: Begin with single-element tests and gradually build
on learnings.
 Use statistically significant data: Ensure your sample size is large enough
to draw reliable conclusions.
Analyze and document results: Share learnings across the team and incorporate
them into future content strategies.
Section C: (Case Study - 10 marks)
A start up in the fashion industry is struggling to gain attraction on social media, despite
having a strong online presence. Analyse the possible reasons for their lack of engagement
and propose a social media analytics strategy to improve their performance.

Case study answer:-

Lack of Engagement on Social Media for a Fashion Startup:
Diagnosis and Solutions
Understanding the Problem:

While a strong online presence is important, it doesn't automatically translate to

social media success. To diagnose the lack of engagement for the fashion startup,
we need to consider several factors:

Possible Reasons:

 Target audience mismatch: Are they connecting with the right people on relevant
platforms?
 Content strategy: Is the content visually appealing, relevant, and engaging for their
target audience?
 Posting schedule: Are they posting consistently and at optimal times for their
audience?
 Interaction: Are they actively responding to comments, questions, and messages?
 Influencer marketing: Are they leveraging partnerships with relevant influencers?
 Paid advertising: Are they utilizing paid social media advertising to reach a wider
audience?
 Analytics tracking: Are they measuring key metrics and using data to inform their
strategy?

Proposed Social Media Analytics Strategy:

1. Target Audience Analysis:

o Conduct audience research to understand demographics, interests, and

preferred social media platforms.
o Create detailed buyer personas to guide content creation and targeting.

2. Content Audit and Optimization:

o Analyze existing content performance and audience engagement.

o Identify themes and formats that resonate most with the target audience.
o Experiment with different content types (images, videos, stories) and formats
(carousels, live streams).
o Ensure high-quality visuals and compelling captions.

3. Data-Driven Posting:
 o Analyze historical data to identify optimal posting times for maximum reach
and engagement.
o Utilize social media scheduling tools to ensure consistent posting.
o Track trends and adapt content based on real-time insights.

4. Active Community Engagement:

o Respond promptly to comments, questions, and messages.

o Encourage user-generated content through contests, polls, and interactive
posts.
o Build a community around the brand and its values.

5. Strategic Influencer Collaborations:

o Identify relevant micro-influencers with engaged audiences aligned with the

brand's target demographic.
o Partner with influencers on content creation, product promotion, and
giveaways.
o Track the impact of influencer campaigns on engagement and conversions.

6. Targeted Paid Advertising:

o Explore platform advertising options and experiment with different targeting

parameters (demographics, interests, behaviors).
o A/B test different ad formats, visuals, and copywriting.
o Monitor campaign performance and optimize based on results.

7. Continuous Analytics & Optimization:

o Utilize social media analytics tools to track key metrics

(reach, engagement, conversions).
o Regularly analyze data to identify areas for improvement and adjust strategy
accordingly.