CASE STUDY Nissan Background Nissan Motor Company runs a large number of websites around the world, aimed at guiding their customers in their vehicle purchase decisions. Nissan offers the visitors to their site a variety of resources to help them choose, including product specifications, downloadable promotional materials and test-drive booking services. These websites are therefore not merely e-commerce sites. Nissan wanted to achieve more than just tracking simple goals and had the ambition to understand their visitors' preferences around the cars on offer, for instance what car models and colours were the most popular.

Strategy Nissan implemented Google Analytics software and used the ecommerce functionality in an innovative way to capture this information and gain this understanding. When a prospective customer books a test drive or requests a brochure, they are prompted to complete a form, which as well as asking for contact information also inquires about their preferences for the vehicle they are interested in. The simple addition of an e-commerce tag, added to the thank you page that appears after form completion enabled this information to be captured.

Results Nissan were then able to analyse the data and understand which vehicles were regularly generating interest and therefore tailor their marketing strategies appropriately in each market. The key for your strategy is to understand that gathering detailed data can inform commercial decision making and the shape of your digital strategy. Using analytics tags in innovative ways to gain this data can be hugely valuable. Adapted from: Kingsnorth (2016).

QUESTION ONE 1.1 Examine how Google Analytics assists organizations like Nissan analyze their digital marketing data. Use relevant examples from the article and appropriate research to substantiate your response (25 marks).

1.2 Elaborate on the different marketing metrics that can be utilized to assess a digital marketing campaign. Use relevant examples from the article and appropriate research to substantiate your response (25 marks).

QUESTION TWO [25] 2.1 Explore the concept UX and its importance in digital marketing. (15 marks)

2.2 Comparatively consider the difference between strategic and human UX design. (10 marks)

QUESTION THREE [25] 3.1 Consider and explore the design thinking process for digital marketing (15 marks)

3.2 Determine the value of co-creation in digital marketing. (10 marks)