Web Analytics & Social Media Monitoring Assignment Briefing June and September 2013 Clive Whysall CAM Examiner

Assessment & Assignment Brief Overview Task One Deep Dive Task Two Deep Dive Task Three Deep Dive Formatting & Presentation Summary Agenda

Introduction Preparatory Work - An organisation you work for; - An organisation you know well; - Pre-prepared SuperMotors case study on P17 of the assignment brief. 3 Tasks i. Online Research (20% weighting) ii. Web Analytics (40% weighting) iii. Social Media Monitoring (40% weighting) Please read the assignment brief in FULL before you commence, this includes all of the guidance notes. New Product Development Company Overview is required in the appendices, 400 words.

Task One – Online Research 20% weighting Context - “As a marketing assistant, you have been asked by your Marketing Manager to prepare a document that discusses research issues. Your marketing manager is keen to have a fresh opinion about the organisation’s use of primary data. You have been asked to analyse the way in which new product development (NPD) is carried out by your organisation and to recommend whether you think this can be done effectively using an online questionnaire”. Key Words... Discuss Research Issues Primary Data Beneficial Analyse Online Questionnaire

Main Body : Defines and explains THREE of the following features for an NPD questionnaire: – Progress indicators – Forward/ back button – Radio buttons and check boxes – Dropdown menu – Free text input Explains online sampling methods in the context of an NPD study Outlines the procedures involved in online research in the context of an NPD study Recommends, with justification, whether an online questionnaire approach to NPD would be beneficial to the chosen organisation. Task One – Online Research 20% weighting 10 slides MAXIMUM 800 words for speaker notes

Main Body : Defines and explains THREE of the following features for an NPD questionnaire: – Progress indicators – Forward/ back button – Radio buttons and check boxes – Dropdown menu – Free text input Explains online sampling methods in the context of an NPD study Outlines the procedures involved in online research in the context of an NPD study Recommends, with justification, whether an online questionnaire approach to NPD would be beneficial to the chosen organisation. Task One – Online Research 20% weighting Provide a clear DEFINITION for THREE of the following in turn. Then EXPLAIN what they are, what they do, how they work etc... NPD is the context 6 marks 10 slides MAXIMUM 800 words for speaker notes

Main Body : Defines and explains THREE of the following features for an NPD questionnaire: – Progress indicators – Forward/ back button – Radio buttons and check boxes – Dropdown menu – Free text input Explains online sampling methods in the context of an NPD study Outlines the procedures involved in online research in the context of an NPD study Recommends, with justification, whether an online questionnaire approach to NPD would be beneficial to the chosen organisation. Task One – Online Research 20% weighting EXPLAINS methods of ONLINE SAMPLING. 5 marks NPD is the CONTEXT 10 slides MAXIMUM 800 words for speaker notes

Main Body : Defines and explains THREE of the following features for an NPD questionnaire: – Progress indicators – Forward/ back button – Radio buttons and check boxes – Dropdown menu – Free text input Explains online sampling methods in the context of an NPD study Outlines the procedures involved in online research in the context of an NPD study Recommends, with justification, whether an online questionnaire approach to NPD would be beneficial to the chosen organisation. Task One – Online Research 20% weighting What are the PROCEDURES for Online Research. 5 marks NPD is the CONTEXT 10 slides MAXIMUM800 words for speaker notes

Main Body : Defines and explains THREE of the following features for an NPD questionnaire: – Progress indicators – Forward/ back button – Radio buttons and check boxes – Dropdown menu – Free text input Explains online sampling methods in the context of an NPD study Outlines the procedures involved in online research in the context of an NPD study Recommends, with justification, whether an online questionnaire approach to NPD would be beneficial to the chosen organisation. Task One – Online Research 20% weighting Clear, well justified RECOMMENDATIONS. 2 marks 10 slides MAXIMUM 800 words for speaker notes

Format : Presentation Slides Speaker Notes 10 Slides MAXIMUM 800 Words MAXIMUM Task One – Online Research 20% weighting Outlines & sets the Context Addresses the KEY Assessment criteria – main body of the task

Context - “As a marketing assistant, you have been asked by your marketing manager to write a report that explains how different forms of web analytics work.” Key Words... Write a Report Explains Different Forms Task Two – Web Analytics 40% weighting Web Analytics

Task Two – Web Analytics 40% weighting Main Body : Defines web analytics and their purpose in the context of the chosen sector. Describes the steps the chosen organisation followed (or should follow) to implement its web analytics program. Explains the populations for the sector that can usefully be measured by web analysts. Defines THREE of the following campaign terms and shows their relevance to the chosen organisation: – Conversions – Unsubscribes – Opt-outs – Blacklists monitoring – Click-to-open rate – complaints Recommends effective ways of reporting web analytics information.

Task Two – Web Analytics 40% weighting Main Body : Defines web analytics and their purpose in the context of the chosen sector. Describes the steps the chosen organisation followed (or should follow) to implement its web analytics program. Explains the populations for the sector that can usefully be measured by web analysts. Defines THREE of the following campaign terms and shows their relevance to the chosen organisation: – Conversions – Unsubscribes – Opt-outs – Blacklists monitoring – Click-to-open rate – complaints Recommends effective ways of reporting web analytics information. Clear DEFINITION provided Clear role and purpose of web analytics 6 marks

Task Two – Web Analytics 40% weighting Main Body : Defines web analytics and their purpose in the context of the chosen sector. Describes the steps the chosen organisation followed (or should follow) to implement its web analytics program. Explains the populations for the sector that can usefully be measured by web analysts. Defines THREE of the following campaign terms and shows their relevance to the chosen organisation: – Conversions – Unsubscribes – Opt-outs – Blacklists monitoring – Click-to-open rate – complaints Recommends effective ways of reporting web analytics information. Steps required with a clear description of each 5 marks

Task Two – Web Analytics 40% weighting Main Body : Defines web analytics and their purpose in the context of the chosen sector. Describes the steps the chosen organisation followed (or should follow) to implement its web analytics program. Explains the populations for the sector that can usefully be measured by web analysts. Defines THREE of the following campaign terms and shows their relevance to the chosen organisation: – Conversions – Unsubscribes – Opt-outs – Blacklists monitoring – Click-to-open rate – complaints Recommends effective ways of reporting web analytics information. Clearly explain the populations Explain how those populations can be usefully measured... 6 marks

Task Two – Web Analytics 40% weighting Main Body : Defines web analytics and their purpose in the context of the chosen sector. Describes the steps the chosen organisation followed (or should follow) to implement its web analytics program. Explains the populations for the sector that can usefully be measured by web analysts. Defines THREE of the following campaign terms and shows their relevance to the chosen organisation: – Conversions – Unsubscribes – Opt-outs – Blacklists monitoring – Click-to-open rate – complaints Recommends effective ways of reporting web analytics information. Clear DEFINITION for THREE of the following terms. Then, explain and show their relevance in your organisation... 9 marks - 1 mark for x3 definitions & 2 marks for x 3 relevance

Task Two – Web Analytics 40% weighting Main Body : Defines web analytics and their purpose in the context of the chosen sector. Describes the steps the chosen organisation followed (or should follow) to implement its web analytics program. Explains the populations for the sector that can usefully be measured by web analysts. Defines THREE of the following campaign terms and shows their relevance to the chosen organisation: – Conversions – Unsubscribes – Opt-outs – Blacklists monitoring – Click-to-open rate – complaints Recommends effective ways of reporting web analytics information. Clear Recommendations presented. 10 marks

Task Two Format: REPORT Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. 1,600 words MAXIMUM – excluding tables and schedules.

Task Two Format: REPORT Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. 1,600 words MAXIMUM – excluding tables and schedules. Consider placing some the content into tables. This will help maximise the word count allocation whilst providing clarity and structure around the main body of the report!

Task Three – Social Media Monitoring 40% weighting Context - “As a marketing assistant, you have been asked by your marketing manager to write a report that explains how different aspects of social media monitoring could be of benefit to the organisation.” Key Words... Write a Report Explains different aspects Social Media Monitoring benefits

Task Three – Social Media Monitoring 40% weighting Main Body : Defines social media monitoring, its purpose and how it differs from Web Analytics. Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring. Identifies FIVE available commercial monitoring tools and evaluates their effectiveness. Outlines effective ways of reporting social media information within the context of the chosen organisation. Recommends whether social media monitoring should be used by the chosen organisation for new product development.

Task Three – Social Media Monitoring 40% weighting Main Body : Defines social media monitoring, its purpose and how it differs from Web Analytics. Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring. Identifies FIVE available commercial monitoring tools and evaluates their effectiveness. Outlines effective ways of reporting social media information within the context of the chosen organisation. Recommends whether social media monitoring should be used by the chosen organisation for new product development. Define Social Media Monitoring. Define its purpose. Show how Social Media Monitoring differs from Web Analytics. 6 marks

Task Three – Social Media Monitoring 40% weighting Main Body : Defines social media monitoring, its purpose and how it differs from Web Analytics. Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring. Identifies FIVE available commercial monitoring tools and evaluates their effectiveness. Outlines effective ways of reporting social media information within the context of the chosen organisation. Recommends whether social media monitoring should be used by the chosen organisation for new product development. Clearly explain the actual steps in the context of IMPLEMENTATION 5 marks

Task Three – Social Media Monitoring 40% weighting Main Body : Defines social media monitoring, it’ purpose and how it differs from Web Analytics. Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring. Identifies FIVE available commercial monitoring tools and evaluates their effectiveness. Outlines effective ways of reporting social media information within the context of the chosen organisation. Recommends whether social media monitoring should be used by the chosen organisation for new product development. Identify FIVE commercial monitoring tools then EVALUATE their effectiveness in the context of your organisation 10 marks

Task Three – Social Media Monitoring 40% weighting Main Body : Defines social media monitoring, its purpose and how it differs from Web Analytics. Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring. Identifies FIVE available commercial monitoring tools and evaluates their effectiveness. Outlines effective ways of reporting social media information within the context of the chosen organisation. Recommends whether social media monitoring should be used by the chosen organisation for new product development. Clearly show and outline effective ways to report social media 10 marks

Task Three – Social Media Monitoring 40% weighting Main Body : Defines social media monitoring, its purpose and how it differs from Web Analytics. Explain the steps the chosen organisation followed (or should follow) to implement social media monitoring. Identifies FIVE available commercial monitoring tools and evaluates their effectiveness. Outlines effective ways of reporting social media information within the context of the chosen organisation. Recommends whether social media monitoring should be used by the chosen organisation for new product development. A set of clear recommendations for whether social media monitoring should or shouldn’t be used. 5 marks

Task Three Format: REPORT Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. 1,600 words MAXIMUM – excluding tables and schedules.

Task Three Format : REPORT Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. 1,600 words MAXIMUM – excluding tables and schedules. Consider placing some the content into tables. This will help maximise the word count allocation whilst providing clarity and structure around the main body of the report!

Summary Preparatory work – made a clear choice and decision on either the organisation you work for, one you know well or the pre-prepared case study on P17 of the assignment brief. Three Tasks : Online Research (20%); Web Analytics (40%); Social Media Monitoring (40%). Address the assessment criteria provided on pages 8, 12 and 15 respectively of the assignment brief. Understood the required format for each task and associated word/ page count(s). Read and fully understood ALL of the guidance notes provided especially around plagiarism and collusion and the +10% tolerance on the word count, it is your responsibility!

Good luck and thank you for listening!