A marketer is interested in understanding how well his/her web site is meeting its strategic objectives of building company and brand awareness, and of moving site visitors from looking to buying. The company has some online competition that requires constant oversight and reaction. How might the marketer use the Internet to develop marketing intelligence to guide further marketing action?
a) Set the Stage
Develop an essay response that provides a hypothetical example of a company and its product, as well as its competitors.
b) Develop the Intelligence
Describe a coherent strategy for using the Internet to gather information and develop insights into site performance thus far. Discuss why you have chosen various methods for gathering online intelligence, including relative benefits and synergies.