READ THE ATTACHMENT!!!
PAGES 14
Introduction
This task will assess your knowledge about digital marketing analytics concepts such as data types, data structures, the digital marketing analytics (DMA) framework, the McKinsey consumer decision journey model, and marketing technology MarTech stacks. You will use the information provided in the attached scenario to answer the task prompts. By completing this task, you will demonstrate your understanding of the following:
• the optimization of data storage practices
• the application of the DMA framework
• the role of data in making decisions using the McKinsey consumer decision journey model
• the different technology software that digital marketers use
Scenario
Refer to the information in the attached “Task 1 Scenario.”
Requirements
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
Tasks may
not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).
Create a digital marketing analytics proposal (
suggested length of 1,000–1,500 words) using the information from the “Task 1 Scenario” supporting document by doing the following:
Section 1: Data Types and Structures
A. Describe Kamelon’s current data storage practices:
1. Recommend
two improvements to the data storage practices using
one data type: string, date, integer, decimal, and Boolean; and
one data structure: table, database, data warehouse, and data lake.
2. Justify the
two recommended improvements to the data storage practices from part A1.
Section 2: The Digital Marketing Analytics (DMA) Framework
B. List
four steps or procedures, applying the DMA framework in sequence, that employees at Kamelon should follow when working with data.
C. Explain why the steps or procedures from part B are important to achieving the primary marketing goal from the scenario.
Section 3: Consumer Decision Journey
D. Recommend data collection to understand insights specific to the consumer journey for Kamelon customers using the McKinsey consumer decision journey model as a guide (Exhibit B) by doing the following:
1. Identify what data would be helpful to better understand the Kamelon consumer journey and where the data can be collected.
2. Explain how the data can help to acquire and retain Kamelon customers.
Section 4: Marketing Technology Stack
E. Create a recommended marketing technology (MarTech) stack for Kamelon by completing the attached “MarTech Stack Template,” using information from the scenario, by doing the following:
1. Identify the
seven current Kamelon technologies and
at least
five additional technologies based on Kamelon’s technology gaps and the primary marketing goal.
F. Explain why
each of the
twelve technologies (seven existing and five new from part E1) were placed in their respective category in the “MarTech Stack Template” created in part E1.
G. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
H. Demonstrate professional communication in the content and presentation of your submission.
