,inyourroleasajuniordigitalmarketingconsultantintheAustralianmarketingagency,youarerequiredtocompleteamarketinganalyticsreportrequiredtoinformdecisionmaking inthebusiness. Yourfirstclientisthemediumsizedrestaurantbusiness operatinginMelbourne.

Yourmanager hastaskedyouwithcreatingareportonyourclientorganizationwithanintentiontosubmitthisdocumenttoboth the internal stakeholder andtheclient.Asajuniordigitalmarketing consultant,youaretocreateacomprehensivemarketinganalyticsreportfortheclient,andrecommendsolutionsbasedonyouranalysis. Based onyour analysis, presentyourfindings intwenty-five-hundred-word report.

For this,your report shouldfocusonthe following:

• Digitaldataandmarketingprograms-Datapointscreated bycustomers'onlineactivitiesiscriticaltoalterorcreate marketingstrategiesandtactics. Relatetheimportanceofthisstatementin your client'scase by focusingonthe following:
  • Dataelements-Basedonyouranalysis, recommend2elements thatareimportant totheorganizationto inform marketing programs.Explainyour rationale.
  • Evaluateandrecommendanytwoofthethreekeytypesofdataanalysis.Explainyourrationale.

• SocialCustomerServiceModels-Dependingonorganizationalneeds,differentcompaniestakedifferentapproachestocustomerservicedelivery.Relatetheimportanceofthisstatementin your client'scasebyfocusingonthe following:
  • Recommendanidealapproachfortheclientorganizationafteranalyzingtheneedsof theorganization.Explainyourrationale.
  • Personalisation-Customersseekpersonalizedservice.Recommendstrategiestoimprovepersonalisationofthecustomerexperience(existingvsnewcustomers).Explain your rationale.

• Productlifecycle-MarketingresearchandManagementimplications.Consideryourclientisintending todevelopanewproductto existing markets.
  • Explain howtheresearchobjectivescan change based on productlifecycle.
    • Basedonthesechangestorequirements,recommendresearchstrategiestoexploreconsumer reactions,concerns andneeds.

• Importanceoftheresearchplan-
  • Datasourcesandchannelsofanalysis-Identifyingdatasourcesandidealtoolsiscriticaltothecompany.Afteranalysingthestrengthsandweaknessesofthetools/datasources,explainthe threedata sourcesyou recommendtotheclient.Youarealsoexpectedtoconductanalysisofyourkeycompetitorsusingthesetoolsandreportyourfindings.
  • Researchmethods-Afteranalysingthestrengthsandweaknessesoftheresearchmethodsavailable toyour client,explaintworesearchmethodsyou willrecommendtotheclient.Develophypothesesandresearchplans(includingquestionnaires)totestthesehypotheses.Questionnairetobeincludedinappendix-notinclusiveofwordcount.

• Complexitiesofplanningforthefuture.Usingindustrypublicationsandotherarticles,explainhowyourclient'sdigitalmarketingstrategiescanevolveasaresultofthefollowingkeyfactors.
  • Contentanalysisofthe future
  • The analyticstalent gapo Managing customer datao Privacy

Youareexpectedto usemarketingtheoryinyourreportto engagethereader andprovidecontexttothe stakeholders.

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