1. Web Analytics and Social Media Monitoring CAM Diploma in Digital Marketing (Metrics and Analytics) Assignment Briefing December 2013 & March 2014 Papers

2. Introduction to the Assignment Three tasks Report or presentation format Set in the context of your own organisation or ‘Noble Hotel chain’ case study provided at the back of the assignment paper. 2

3. Organisation Profile Only required is not using the case study Maximum 400 words No marks awarded - but should still be coherent and well written. Allows CIM examiner to see the context your assignment Should be placed in appendices Should outline and cover the following: –Brief history of the organisation, including the date it was established –Size of the organisation in terms of employees, turnover and/or size of the establishment –Brief description of business activity and indicate target customers –Methods of marketing, including research, with particular attention to online and new methods –Methods of web analytics or social media monitoring used –Gaps or problems in web analytics or social media monitoring that needs to be addressed 3

4. Task One Presentation for your marketing manager about research issues, including analysis on the way in which satisfaction is measured. Produce slides and speaker notes - 10 slides maximum (excluding any title or bibliography slides) and 800 words (+/-10%) speak notes Element one (2/20 marks) –Explain the procedures involved in online research –Only 2 marks available, requiring answers to be relative brief –Procedures refer to use of computer assisted web interviewing (CAWI), computer assisted mobile interviewing, audience response systems (ARS), online focus groups, netnography –Should explain what each of the approaches are as well as their relative strengths and weaknesses (recommend succinct table within slides) 4

5. Task One Element two (3/20 marks) –Assess the differences between traditional and online research in the context of a satisfaction survey –Define traditional and online research –What are the differences between the two? (see session one) –Should place answers in the context of conducting a satisfaction survey (using traditional and online methods) of customers or stakeholders Element three (5/20 marks) –Discuss the impact that legislation regulations and codes of practice may have on researching digital activity for the chosen organisation –Should show an understanding of the key legislation and codes of practice that may impact on conducting online research –Consider data protection, MRS and ESOMAR as well as web analytics association code – should describe them as well as suggesting their impact on the organisation conducting online research 5

6. Task One Element Four (2/20 marks) –Recommend, with justification, whether an online approach to measuring satisfaction would be beneficial to the chosen organisation –Must ensure that any recommendations are evidenced from information presented and from organisation. –Must ensure you justify your recommendations and relate it to measuring satisfaction (consumers or stakeholders). –Limited on word count here! Element Five (6/20 marks) –Design THREE key questions that would be central to an online questionnaire to measure satisfaction for the chosen organisation. –Show these as isolated questions –Must be suitable in the context of a survey to measure satisfaction as well as in line with the features of online questionnaires (check boxes, grids etc). –Must be in the context of the organisation 6

7. Presenting Task One Use the slide and speaker notes function (you can find this under ‘View’ and then ‘Notes Page’) The presentation should be presented as a Word document (or PDF) and there is an option to save the presentation as a Word file within PowerPoint. The slides should reflect the requirements of the task as well as the mark scheme Slides should be simple and should not contain too much text The speaker notes should be complete enough for the manager who will be delivering the presentation to fully understand what he/she needs to say but they do not actually need to be a script – extended bullet points. See examples on Oxcom Learning 7

8. Task Two Report format 1,600 words (+/- 10%) based on your chosen organisation Element one (6/40 marks): –Define web analytics and their purpose in the context of the chosen sector –Should provide a detailed (and referenced!) definition – important to demonstrate knowledge (not cutting and pasting definitions!) –What is the purpose of web analytics in your chosen sector? Element two (5/40 marks) –Describe the steps the chosen organisation followed (or should follow) to implement its web analytics program –How are analytic programmes implemented? Look at the slides in session 4 (the process of web analytics) –Should identify the steps your own organisation has used or should follow and ensure you are suggesting the value of web analytics programmes too 8

9. Task Two Element three (6/40 marks): –Explain, in relation to your chosen sector, the populations that can usefully be measured by web analysts –Should explain the populations that can be measured in web analytics (see session three) – for example, affiliate networks, customers, website visitors etc. –As guidance notes suggest, you must contextualise your descriptions to those relevant to your chosen sector.. Element four (9/40 marks – 3 marks each) –Defines THREE of the following email campaign terms and shows their relevance to the chosen organisation –Choose THREE from: Open rate, attribution, click rate, non-bounce rate, coupon codes, tracking codes –BUT you must apply these terms and suggest their relevance to your chosen organisation – what do these terms mean? (see marking scheme) 9

10. Task Two Element five (10/40 marks) –Recommend how web analytics information should be reported effectively –Should recommend suitable reporting methods – must ensure these are relevant to chosen organisation –These could include dashboards, hard copy reports and alerts. –See guidance notes – customer profile will determine what is communicated and how –Must justify any recommendations 10

11. Task Three Report Format 1,600 words (+/- 10%) Element one (5/40 marks) –Define social media monitoring, its purpose and how it differs from web analytics –Should provide a detailed (and referenced!) definition – important to demonstrate knowledge (not cutting and pasting definitions!) –What is the purpose of social media monitoring in your chosen sector? –How does it differ from web analytics? (session 7). Element two (10/40 marks) –Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring –How are social media monitoring programmes implemented? Look at the slides in session 9 (the process of social media monitoring). –Should identify the steps your own organise has used or should follow and ensure you are suggest the value of social media monitoring 11

12. Task Three Element three (6/40 marks) –Explain, in relation to the chosen sector, the populations that can be usefully measured by social media monitoring –Should explain the populations that can be measured in social media monitoring (see session eight) – for example, customer and non-customers, stakeholders, opinion leaders, influencers and detractors, MROCs. –You must contextualise your descriptions to those relevant to your chosen sector. 12

13. Task Three Element four (9/40 marks – 3 each) –Define THREE of the outlined aspects of social media monitoring and show their relevance to your chosen organisation –Select THREE from: Complaints Referrals Repeating conversations Engagements (length and repetition) Chatter Tone –BUT you must apply these terms and suggest their relevance to your chosen organisation – what do these terms mean? (see marking scheme) 13

14. Task Three Element five (5/40 marks ) –Recommend whether social media monitoring could be as a means for targeting a particular segment for the chosen organisation –Based on your knowledge of social media monitoring, recommend whether this could be used by your organisation to target a particular segment –What are the benefits of monitoring social media for your organisation in the context of targeting a particular segments? –You must justify your decisions 14

15. Presentation 10 format and presentation marks awarded over 3 tasks Marks awarded for: –Relevance to the tasks –Concepts and frameworks –Professional tone and required format –Harvard Referencing See example assignments on Oxcom Learning 15

16. Questions? Contact your tutor Contact the support team 16