digital marketing

Task Description The purpose of this assessment is to explore your knowledge and skills in assessing the role of digital marketing in maintaining customer relationships. You will analyse a simulated Merchandise Store (Google Merchandise store) with macro-environmental analysis tools and a popular digital marketing analytics tool called Google Analytics. You will refresh and expand your knowledge of Google Analytics and explore how the tools can be used to improve site traffic through social referrals and paid/organic search. In this assessment, you will have to use the Google Analytics Demo Account to learn the structure, vocabulary and features of Google Analytics. The Demo Account is a fully functional Google Analytics account linked to the company's online merchandise store. In this assessment, you will also propose on this merchandise store to be a tourism promotional store too that will promote Australian made local products and souvenirs to tourists and potential online customers. Organisation: Google Merchandise Store (Simulated Environment Store) The Google Merchandise Store (in Mountain View, California) is the official Google Merchandise store. Due to strategic reasons and the Google Merchandise Store is considering a possible Australia/New Zealand based Tourism Merchandise Store. This is because that there are lot of customers that are either coming to the site from AU/NZ or because a lot of potential customers are looking for Australian or New Zealand based locally made products and souvenirs. In addition to the generic Google Analytics task, you will also identify the possible market in Australia for their e-commerce store and evaluate the potential of visitors coming from Australia and New Zealand