Building an online brand is a major source of financial and strategic strength for online firms. The Internet provides consumers with a whole new environment for interacting with firms because online behaviour is different from offline behaviour.

(a) Explain the reasons for marketers interested in big data? (9 marks)

(b) What is a marketing analytics software and what is it used for? (6 marks)

(c) Why is offline advertising still important? (6 marks)

(d) What are the online marketing metrics? (4 marks)

[Total : 25 marks]