Hasbro Hasbro is the brand behind a variety of children's toys, such as Transformers, Star Wars, and The Avengers, and board games like Monopoly, Life, and Twister. Amp Agency worked with Hasbro on managing both paid and organic search (SEO and SEM), creative online advertising, global analytics reporting, and analysis across all digital platforms (media, search, site, and social) for 25 Hasbro brands. They also figured out what was working and what was not in their marketing spend to help improve ROI. Their goals were the following: Gain more clarity on the impact of the main touchpoints that influence shoppers before, during, and after they engage with the brand online. Find patterns in engagements that correlate with conversions. Understand how investments in specific channels affect performance on other channels. As you can tell, there is a lot that went into this. To come up with some actionable insights for Hasbro, Amp put together this 3-part plan: Step 1: Path to purchase analysis 3 One of the benefits of hiring a digital marketing agency is that they have specialised skills and team members that you may not have at your company. For example, Amp was able to put statisticians to work on Hasbro for more precise and high-level behavioural analyses. Amp used third-party data to analyse the browsing behaviour of customers before they bought from the toy company. This way, they were able to understand better the factors that influence people to buy from a company like Hasbro. By understanding the different aspects of the customer journey before transactions take place, Hasbro was able to get a much clearer picture as to where to put their marketing dollars. Step 2: High-value behaviour analysis From there, Amp analysed what customers did on Hasbro's site. They analysed the content that customers were engaging with, the content that preceded conversions, the content that reduced conversions, etc. They used advanced predictive modelling techniques to analyse customer behaviour across Hasbro sites to figure out exactly which types of content to create to guide customers through the purchase process more effectively. This helped Hasbro understand what they needed to change in their content strategy, UX, and design to get the most conversions. Step 3: Attribution analysis Amp then used econometric modelling techniques to analyse media investment, which resulted in insights into the ROI of various marketing channels. This helped Hasbro see how all the marketing channels work together to help generate conversions on the site. The results achieved by the agency here include better understanding for their client about the entire end-to-end customer journey. By knowing the behavioural patterns of customers before they interact with the Hasbro brand, the practices of customer interactions with the site before making a purchase, and how all the marketing channels work together, Hasbro was able to optimise their marketing spend to get better ROI. You do not just have to hire an agency to handle SEO, paid advertising, or some specific marketing tactic. You could get massive benefits only by using an agency's resources to analyse your business and find areas where you could boost your return on investment. 4 QUESTION THREE [30] Critically evaluate the effectiveness of Amp Agency's management of paid and organic search (SEO and SEM), as well as the creative online advertising, global analytics reporting, and analysis across all digital platforms (media, search, site, and social) for 25 Hasbro brands. Utilise to the ROI of the SEO to evaluate based on the excerpt above, whether it was effective or not? QUESTION FOUR [20] The marketing executive at Hasbro is worried about their online PR and has asked you to advise and explain what online PR means for the business as well as what Hasbro should consider as best practices