Background

As you continue to develop the Marketing Center of Excellence (MCOE) at Agape Coffee Company, your focus turns to social media listening and digital analytics. You have two major initiatives that you will be delivering on at Agape Coffee Company in the upcoming months. The first is to launch a new product in the North American market called "Agape Cold Brew" which uses a unique Cold Brew coffee process. The second major initiative is the launch of your new website. 

The objective for this exercise is to leverage social media listening and analytics to better understand the main competitors in the Cold Brew coffee space, understand consumer sentiment and uncover any marketing opportunities identified through social listening and analytics. 

The second objective is to understand how successful the launch of your new website is. You are asked to quantify success by using key digital marketing techniques like Cost Per Click, Return on Ad Spend, and Bounce Rate. 

Scenario

The Executive Team of Agape Coffee Company are asking you to make executive presentation that you will be delivering to the Agape Coffee Company Board of Directors. Using key metrics identified in the Data-Driven book (Chapter 7) and other resources you find in your research for this assignment, identify how you plan on using these metrics to better understand how successful your recent website launch was. Pick 2 of the metrics you find to highlight how you plan on leveraging this data. 

conclude by including a summary of your tactics for leveraging digital marketing techniques and how you plan to incorporate these strategies at Agape Coffee Company in the upcoming months.

Activity

 Power Point (PPT) presentation which will answer the above questions. You will be delivering the presentation to the Agape Coffee Company Board of Directors as they are wanting to ensure positive Return on Marketing Investment dollars.

 

The presentation will be evaluated on how you apply the concepts that are detailed in the textbooks to a practical idea. In order to receive the highest grade, it is encouraged that you review the textbook and cite specific area of the text in your responses (taking care in citing these properly).  

 

You should target around 25 slides for this assignment, and 12-15 minutes in presentation length.