Assignment: Analytics Dashboard
Description & Guidance
In this assignment, you will continue with the scenario from Day 7: working on your Tex-Mex burrito restaurant, The Burrito Man (TBM).
Q3 is coming to an end, and TBM executives need your assistance in understanding how the digital initiatives are performing. Is it better than traditional marketing? Does online marketing yield greater results for a much lower cost? Those are among some of the questions that the executives have asked, and are further requesting proof of performance and how it has been measured.
The TBM executives have also requested a digital marketing budget plan for the upcoming Q1 (January-March) in the new year, with a maximum Q1 digital marketing budget of $100,000.
To date, you have the following information:
1) Website traffic is extremely important to track, and that traffic comes from multiple sources and channels.
2) Social media platforms yield better results than Google advertising and are more cost effective.
3) Bounce Rate directly impacts online sales.
4) Most of the people that place orders online are between the ages of 18-29 and do so via iPhone.
Task
A. Create a digital marketing budget plan for the upcoming Q1 of the new year, with a maximum Q1 digital marketing budget of $100,000.
B. Create an analytics dashboard framework and include the following:
a. Web traffic (with the breakdown of all sources)
b. Bounce rate, and what you believe is an ideal bounce rate for your industry
c. Sessions by country
d. Type of sessions (referrals included)
e. eCommerce tracking
f. Average timings on a page
C. Describe how you would incorporate Paid, Owned, and Earned Media into the dashboard. Additionally, how would you track the effectiveness of each? What would be some determining factors?