This is a collection of projects I completed while earning my Digital Marketing and E-Commerce Certification. Each piece reflects hands-on experience with key marketing strategies. From email campaigns and social media content to SEO and analytics. It’s a snapshot of the skills I’ve built and the creative problem-solving I’ve applied throughout the course.
I completed this activity as part of the Google Digital Marketing & E-commerce Certificate. This completed activity demonstrates my ability to write, design, and repurpose engaging content for social media. It also demonstrates my knowledge of brand voice.
My task was to complete the personas using a sampling of data from 11 customers. To do this, I first recorded the concerns of each persona. Then, I identified demographic patterns in this data, including age, location, household, and education. Finally, I described possible barriers that might prevent each persona from reaching their goal.
I was reviewing and responding to comments posted on the company’s Facebook profile. To determine how to respond to each comment, I needed to consider the type of comment, what resources and information the customer needs, and how best to communicate with them.
Activity Template: Responsive display ad organizer
Display ad imagesBefore entering the relevant details into the Google Ads tool, I organized it in a spreadsheet. To improve the ad’s performance, I crafted multiple headlines and descriptions that are relevant to the keywords to try to match your potential customers' search queries. I also wrote ad extensions to provide additional important information.
Plan the posts for two days in the first week of that month. I needed to consider the holidays and events happening that week, as well as related company promotions. I referred to a research document to help me plan the content.
Activity Template: Social media calendar 
After reviewing data I record the insights and the actions I plan to take based on those insights.
In this activity, I analyzed data from two different Tweets related to the same topic. I had to determine which Tweet performed better, assess why I think it performed better, and decide how to adjust my strategy based on my analysis.
I will develop a social media ad campaign. Based on a given scenario, will plan the campaign's objective, platform, audience, ad format, creatives, and call to action.
Scenario:
"You are a digital marketer for Brown's Bedding and More, an online bedding and home goods store. The company recently upgraded their website by adding a customer service chat feature and an improved filtering tool for selecting types of bedding. To share these improvements and drive more people to their website, the company is offering a 20% off discount on all orders placed online. You are developing a paid social media ad campaign to promote this offer. In order to prepare to set up your ad campaign on a social media platform, you will organize the information you'll need in a spreadsheet."
In this activity my job is to write email subject lines and preview text for three business scenarios.
The three scenarios are:
A newsletter for the veterinary clinic, sharing information on dental care for dogs and cats
A promotional email for the massage therapist, offering 20% off signature massages for the month of June
A retention email for the automotive repair shop, reminding customers to make a service appointment for their cars or trucks
Using Constant Contact, the online marketing tool, I uploaded a list of contacts and divided them into three segments based on demographic information and geography.
I created two list segments for each campaign below:
Campaign: Clean and Bright Skincare is preparing to introduce a new line of hydrating products designed for dry skin. You will create an email campaign targeting people who live in the arid, desert climates of the Southwest United States.
Segment: People who live in Arizona, California, New Mexico, Nevada, Texas, and Utah
Campaign: Subscribers are offered a 15% discount on all online orders during their birthday month. You will prepare an email presenting this offer to people with April birthdays.
Segment: People who have birthdays in April
I have been given the responsibility of crafting a retention email to announce the launch of our new app. Right now, I’m working on a version of this email specifically for our current customers who are parents or caregivers, like myself. My aim for this campaign is to encourage at least 5% of these customers to download our new app and sign up for the trial. This email must include the subject line, body, call to action, and closing.
Scenario:
"Power Zone Fitness Clubs provide a wide variety of strength, cardio, and functional training equipment, as well as group fitness classes and personal training sessions. Power Zone is just about to launch their new app, Zone on the Go, which features online classes, progress tracking, virtual personal training, custom workout routines, and exclusive deals. To encourage existing club members to try the app, Power Zone is offering a free, three-month trial."
My task is to utilize this content to design an email using the HubSpot email editor. The completed email should mirror the brand’s personality and attributes, including the logo style and tone of voice. It should also include 1-2 stock images that I’ll select through the email editor.
Scenario:
"Odos Eyewear is an e-commerce business that sells prescription eyeglasses and sunglasses online and in stores. As a member of their marketing team, you are helping to create a welcome email for new subscribers in HubSpot. Your team has provided a copy of the Odos logo and a draft of the email text for you to use.
The draft document contains:
A subject line, preview text, alt text for logo image, and the welcome email body (including headings, subheadings, and button text). "
My job is to use content to design an email in the Mailchimp email builder. The finished email should reflect the brand’s personality and attributes, such as logo style, colors, and tone of voice. It should also contain at least one image in addition to the logo.
Scenario:
"Homework Helpers is a tutoring business that offers personalized educational services online and in person. As a member of their marketing team, you are helping to create an email campaign announcing sign-ups for the fall semester in Mailchimp.
Your team has provided a copy of the Homework Helpers’ logo, two additional images, and a draft of the email text for you to use. The draft document contains:
A subject line
Preview text
The email body (including headings, subheadings, and button text)
Alt text for the logo and images"
My role in this assignment is to write an email to fix and apologize for mistakes in a previous message. I wrote a subject line, message body, call to action and a closing.
Scenario:
"You’re a digital marketer at Pixelated Games, a video game design company. Your team has sent out the launch announcement for the company’s latest release, Infinity Gateway—the hotly anticipated fourth installment in a time-travel game series called The Thelos Chronicles. Unfortunately, the announcement was sent with two major mistakes:
A significant error: The email listed two different launch dates. May 15th is in the subject line and July 15th is in the message body. The correct launch date is July 15th.
A broken link: Clicking the pre-order link prompted an error message and prevented customers from buying the game. Note: The company is fictional and the link in the template and exemplar will not work.
As an apology, Pixelated Games will offer affected customers a 15% discount on Infinity Gateway pre-orders for the next 24 hours. Your task is to write an email that apologizes for the errors, links to the correct page, and offers the discount to affected customers."
In this activity, I will analyze the data from my email marketing campaign. Then, I will create a presentation to convey the most important results to stakeholders.
Scenario:
"While evaluating the August performance metrics for the For All email marketing campaign, you uncovered some important information:
First, you discovered that you are behind schedule in working toward the following goals:
Goal 1: Grow the email subscriber list by 12,000 people by the end of September through an email referral program that offers discounts to existing subscribers.
Goal 2: Increase the overall monthly conversion rate by 2% within six months of launch by segmenting the email list for the For All line of products.
Second, you identified certain metrics as key performance indicators (KPIs) to optimize and help you track progress.
Now you’re preparing to present your findings to stakeholders. You’ve created a slide deck that visualizes some of the KPIs you identified. The deck includes seven slides:
Slide 1: A title slide
Slide 2: Campaign SMART goals and activities
Slide 3: A list of campaign KPIs
Slide 4: A column chart that tracks new email subscribers added each month from April to August
Slide 5: A column chart that compares this year’s monthly conversion rates with last year’s rates during the same period (April-August)
Slide 6: An area chart that displays the weekly open rates and click-to-open rates for For All campaign emails in July and August
Slide 7: Conclusion and next steps
To complete the presentation, you will write speaker notes for each visualization that explain these performance results and recommend next steps."
For this campaign my job is to create, manage, track, and complete a mock email marketing campaign. I am given a fictional business to build the email campaign around.
I will rewrite two smart goals based on the information below so that they meet the smart criteria and give explanations as to why.
Scenario:
"You’re part of the digital marketing team at Feels Like Home, an upscale furniture retailer that does most of its business online. The company is launching a new line of furniture called For All, which is designed to expand their customer base. The For All line features the brand’s high level of craftsmanship, but at a lower price point than their previous offerings. Feels Like Home’s main business goal for the For All line is to grow their total active customer base by 30% within a year of launch.
You’re in charge of the email campaign for the launch of this new line. You and your team have set two email marketing goals to support Feels Like Home’s overall business goal:
Goal 1: Grow the email subscriber list by the end of September
Goal 2: Increase the monthly email conversion rate
Your next task is to turn these goals into SMART goals. To do this, you’ll use the information from the meeting notes below:
The For All line will officially launch at the end of June, three months from today.
The email subscriber list is currently about 100,000 people, and we currently add new subscribers at a rate of about 1,000 per month. There is high interest among target audiences, and market research indicates that 2,000 per month is a reasonable target.
Only 35% of current email subscribers have ever made a purchase. Surveys indicate that the other 65% are interested in Feels Like Home’s existing products, but the high price point has been the main obstacle to purchase.
We estimate that a substantial number of new customers will come from our current subscriber list if we segment for the new product line.
The average monthly conversion rate for email subscribers is currently 5%. Bringing that rate up to 7% per month within six months of launch will help us reach our business goal. An increase of this size is in line with industry benchmarks.
Segmenting our email list will help us reach the right subscribers and maximize conversions.
Giving discounts to existing subscribers who refer friends or family members should help grow the email list. Social media and paid media specialists are also working to grow the list.
I will segment parts of the subscriber list for three email topics.
Scenario:
"When people sign up for the email list, they can customize their experience by responding to a series of questions. These questions are designed to collect data that you will use to segment the list for different types of emails. Some of the questions include:
What is your main challenge (aside from cost) when buying furniture?
What room(s) are you most interested in furnishing?
Would you like to receive emails about special promotions?
Would you like to be notified of in-store events?
Using subscriber responses to these questions, you will segment the list for three email topics:
Promotional email with discounts on space-saving furniture solutions for small kitchens
Promotional email with information about exclusive in-store sales
Newsletter with tips for keeping bedroom and living room furniture safe from pets"
With this information I segmented the lists into three ways:
All subscribers who selected “kitchen/dining room” and “small space” are assigned Small kitchen solutions content.
All subscribers who selected “yes” for both “in-store events” and “special promotions” are assigned In-store sales content.
All subscribers who selected “pet-friendliness” and “bedroom” OR “living room/den” are assigned Pet-friendly content.
In this part of the campaign my job is to complete a short email series that will welcome new subscribers to an email list. Each email should have a subject line, body and a call to action.
Scenario:
"As the digital marketer in charge of the email campaign for the launch of the For All furniture line, you’ve already set SMART goals and segmented your email list. Now you’re planning the email content for your campaign.
One of your tasks is to write a series of three emails designed to welcome new subscribers and encourage them to make a purchase:
A welcome email with a discount code, sent to all subscribers immediately after signup
A newsletter that introduces subscribers to the For All line
A promotional email that remarkets products subscribers visited on the website and reminds them of the discount code
The emails are already partially drafted. To complete them, you will provide a subject line, body text, or call to action for each. "
After this I was required to take a quiz and analyze the data provided.
I will analyze the data from the email marketing campaign. Then I will create a presentation to convey the most important results to stakeholders.
Scenario:
" Now you’re preparing to present your findings to stakeholders. You’ve created a slide deck that visualizes some of the KPIs you identified. The deck includes seven slides:
Slide 1: A title slide
Slide 2: Campaign SMART goals and activities
Slide 3: A list of campaign KPIs
Slide 4: A column chart that tracks new email subscribers added each month from April to August. Write a short paragraph (at least 2-3 sentences) describing any action items that could help you optimize this metric below your summary (next to Recommendations).
Slide 5: A column chart that compares this year’s monthly conversion rates with last year’s rates during the same period (April-August). Review the conversion rate chart. Then write a short paragraph (at least 2-3 sentences) summarizing the results next to Summary in the speaker notes section (below the slide). Write a short paragraph (at least 2-3 sentences) describing any action items that could help you optimize this metric below your summary (next to Recommendations).
Slide 6: An area chart that displays the weekly open rates and click-to-open rates for For All campaign emails in July and August. Review the open rate and click-to-open rate chart. Then write a short paragraph (at least 2-3 sentences) summarizing the results next to Summary in the speaker notes (section below the slide). Write a short paragraph (at least 2-3 sentences) describing any action items that could help you optimize these metrics below your summary (next to Recommendations).
Slide 7: Conclusion and next steps. Write a few sentences (or bullet points) in the text box on Slide 7. Your conclusion should tie together the main points of your presentation and outline next steps and recommendations."
In this activity I will determine performance goals for a company's email and social media marketing campaigns. I will review the company's business/marketing goals and compare industry benchmarks against the company performance data. Then I will write performance goals for the email and social media marketing campaigns.
Scenario:
"Baba’s is an independently-owned Gullah restaurant in South Carolina. They have recently launched a new line of proprietary spice blends. Currently, they only sell these products in their restaurant. However, to help achieve the company’s business goal to raise annual sales by 10% over the previous year, they plan to also sell the product line on the company’s website. You are responsible for running social media and email campaigns to to increase website traffic and conversions, as measured by the CTR and CVR. "
The CTR (click-through rate) is the number of clicks that an ad receives divided by the number of times an ad is shown (impressions).
The CVR (conversion rate) is the number of conversions that an ad receives divided by the total number of ad interactions (clicks).
Baba’s Q4 Marketing Goals:
Goal 1: By the end of Q4, increase the combined CVR from all marketing channels by 2% above the CVR in Q3.
Goal 2: By the end of Q4, increase the combined CTR from all marketing channels by 5% above the CTR in Q3.
Baba’s KPIs for Email and Social Media Campaigns:
CVR (conversion rate), CTR (click-through rate)
Baba’s Q3 Performance Data:
Email: Conversions: 90| Clicks: 1,200 | Impressions: 80,000
Social Media: Conversions: 30 | Clicks: 900 | Impressions: 90,000
Food and Drink Industry Benchmarks:
Email marketing: (CVR) = 8.3% | (CTR) = 2%
Social media marketing: (CVR) = 4% | (CTR) = 1.1%
Equations to calculate the Q3 restaurant performance data:
Conversion rate:
Conversions / Total Clicks x 100 = Conversion Rate Percentage
Click-through rate:
Total Clicks / Total Impressions x 100 = Click-through Rate Percentage
Crafting Performance Goals I had to keep in mind:
Are they measurable?, Are they attainable?, and Are they relevant?
In this activity I am being asked to go into a Google Analytics demo account and explore the metrics collected in the tool. I'll review the scenario below with metrics of interest, find the values for those metrics, and record my results.
Scenario:
"As a new marketing associate at Google, you have been asked to familiarize yourself with the metrics in Google Analytics that are available for the Google Merchandise Store. To help you do this, your manager has given you a list of metrics for user acquisition, engagement, and monetization that you can view under the Life cycle section of the tool. Normally, someone reviews these metrics on a monthly basis. Since this has been incorporated into your training assignment, everyone on the team is thrilled that you’ll be helping to get some real work done!"
In the document I provided there is:
The number and percentage of new users for each search engine
Observations about the YouTube and Baidu metrics
Total users for each of the four events
The number of users with cart abandonment
The sales conversion rate
Monetization metrics, including total revenue, number of first-time buyers, and the top three best-selling items
In this activity, I will sign in to the Google Analytics demo account and create an Exploration using a template available in the tool. I'll review a scenario with metrics to monitor and then create the Exploration to display the metrics of interest and analyze the data. An Exploration is a part of Google Analytics that allows you to create a custom report.
Scenario:
"As a marketing associate at Google, you have been asked to use Google Analytics to try to determine if user visits and purchases in the Google Merchandise Store trend upward when developer events are held. You want to answer the question: Do active users and purchases in the Google Merchandise Store go up when developer events occur?
To complete the analysis, you’ll select three developer events and create a free-form Exploration in Google Analytics to visualize the metrics during and in the days immediately before and after those events. The Exploration will enable you to see if there is a possible correlation between developer events and Google Merchandise Store purchases."
My findings include:
Three developer events and their dates
A record and description of anomalies that occurred during or within a day of each event
Insights from your analysis, including any correlation between anomalies and events
I am working on a Google Search Ad Campaign. I will review Google Ad recommendations then decide on a course of action and describe why to took that approach.
Scenario:
"You are working on a Google Search ad campaign. The business goal of this campaign is to maximize sales (conversions) from new customers. The Conversion column in Google Ads shows new customer sales. You have a flexible budget, but you need to get executive-level approval for any budget increases, especially if you change the bidding strategy. You are fully responsible for the management of the account and requesting approval for budget increases is one of your company’s best practices.
Your current bidding strategy relies on Target CPA to maximize conversions and uses the data in the Conversion column for bidding. Although there is also data in the Conversion Value column, your business goal and current bidding strategy don’t require the use of conversion values."
For each recommendation, I have to choose whether to immediately apply, plan to apply, or dismiss it.
With these guidelines:
"Immediately apply: The recommendation has no negative consequences and can improve your optimization score right away. Repair recommendations fall in this category.
Plan to apply: The recommendation is more strategic in nature and requires additional planning or testing before implementation. For example, you might not want to apply an entire set of new keywords, but can spend some time analyzing and choosing the ones that truly make sense for you to apply to your campaign.
Dismiss: The recommendation is too forward-looking for your business and you aren't ready to implement it. It will be dismissed for the time being."
Then after, I explain why I chose which option.
I will determine the short-term ROI of a campaign. I will complete calculations for return on ad spend (ROAS) and lifetime value (LTV). Then I will evaluate the overall LTV to customer acquisition cost (CAC) ratio for the campaign and each channel. This will lead to insights into the campaign's value and how well the campaign spending for each channel is doing. I will also give recommendations for future budget decisions.
Scenario:
"You are a marketing associate who just completed work on a multi-channel ad campaign for an e-commerce business. Your team plans to present the campaign’s ROI during a project debriefing. You have been asked to calculate estimates of ROI using ROAS and LTV. Your team is known for its accurate use of data. You understand that this step is a critical one, especially since the results will also be used to inform future campaign spending decisions.
Your team will use these insights along with other performance data to make budget decisions for future campaigns.
To help you complete the activity, review the following calculations:
ROAS = Revenue/Ad spend
LTV = Average order value (AOV) x Purchase frequency
LTV to CAC ratio = LTV/CAC
Also, recall the guidance for LTV to CAC ratios:
A result of 2 or higher is considered good
A result of 3 is ideal for profitability
result higher than 3 indicates you have a steady revenue stream"
In this A/B testing plan, my task is to make sure the plan is complete enough so that I do not have to run an ad variation experiment myself.
What I was tasked with:
Add the conversion rate percentages, Complete the hypothesis, and Write a headline for Variant B.
Scenario:
"Stay Hotel is a global hotel chain that needs you to create an A/B testing plan for their ad campaign. Their goal is to increase the conversion rate. The current conversion rate for the campaign measured in Google Ads is 2%, and the hotel is expecting an additional 5% in conversions (a five percentage point increase) after updating the headline.
Recently, the hotel researched their target audience and discovered that their customers are deal seekers. The hotel’s hypothesis for the A/B test is that customers will respond more favorably to an ad that calls out a special offer or deal in the headline. The hotel is currently running a special promotion for deals up to 20% off, which they would like to feature in the headline for Variant B of the A/B test.
One of your colleagues will run the A/B test, so you don’t need to run the experiment in Google Ads yourself. Your task is to make sure your A/B testing plan is complete enough for them to be able to run the ad variation experiment for you. "
In this activity, I will assess what information to communicate—and how to communicate it—with stakeholders on a digital marketing project. To do this, I will review the scenario, a stakeholder analysis, and a stakeholder map to determine the information and type of communication that will be required to meet each stakeholder’s information needs. Understanding what information stakeholders need from me can help me communicate with them more effectively and build their trust.
Scenario:
"You are a marketing coordinator at Tilly’s Toys, a regional toy store chain. The company recently launched a new line of educational toys, and you have been working on a digital marketing campaign to promote these products. It is your responsibility to keep stakeholders informed about the campaign’s progress, ongoing metrics, and any issues that arise. To determine how best to communicate with different stakeholders about these matters, you have assessed their influence and interest in the campaign in a stakeholder analysis. In your analysis, you have included the types of information each stakeholder is most concerned about and how you plan to communicate with them. Then, you visualized your analysis in a stakeholder map.
In this activity, you will determine how to communicate data analysis findings and other issues to stakeholders. You will review the Key Updates list below and your stakeholder analysis and map to determine what information to share with which stakeholders and how best to communicate that information.
Key Updates, Week of 6/13
Two months ago, your team launched a campaign to promote the new line of toys. You’ve collected and analyzed data from last month to evaluate the campaign’s performance. Some of the key findings from your analysis include:
On social media, levels of engagement were highest among Instagram users between the ages of 29 and 41.
On social media, ads containing video received 12% higher click-through rates (CTRs) than ads without video.
The number of conversions referred from email last month were up 2% over the previous month.
Incremental sales last month exceeded targets by 5%.
To help track and forecast campaign performance, your team recently began using a new marketing analytics tool. However, several team members are having difficulty setting up their campaign dashboards in the tool. Team members will require assistance to implement the software correctly.
The designer working on a series of promotional emails for the campaign has just resigned. The first of these emails was supposed to be sent out next week, but will now be delayed. Another designer will need to be assigned the tasks of the designer who left.
I will be creating three pivot tables with the average number of sessions, conversions, and the conversion rate at each hour of the day. Use conditional formatting that distinguishes between higher and lower values. Take notes that consider the guiding questions and identify patterns in the pivot table data. Provide three suggestions for how to adjust your strategy and budget to increase conversions.
(In this activity the pivot tables were created from a previous activity's data. That is shared at the bottom.)
Scenario:
"L’Acier is an online cookware retailer that sells affordable, restaurant-quality kitchen equipment for home cooks. The company has many international customers, so they run paid advertising and social media campaigns 24 hours a day, seven days a week. L’Acier’s digital marketing leadership is pleased with the website traffic these campaigns are generating. However, the average number of new accounts created each week is below the expected target.
One of the company’s marketing goals for this quarter is to maximize the number of accounts created. The company is focusing heavily on growth because they’ve found that potential customers who create accounts make purchases more frequently and have a much higher lifetime value (LTV). To support this goal, your team plans to run additional ads offering a one-time discount to customers who create a new account. You’ve been asked to examine performance data for the past month to determine the best times to run these ads. The dataset includes the following metrics:
Users: The number of unique individuals who visited the website
Sessions: The number of sessions (site visits) per user
Bounce Rate: The percentage of users who leave the site after visiting a single page
Pages / Session: The average number of pages users visit per session
Avg. Session: The average number of sessions per user
Duration: The average length of session visits
Conversion Rate: The percentage of all site visitors who create an account
Conversions: The number of site visitors who create an account
You’ve already pulled the data and used sorting and filtering to answer questions, like which block of time has the highest conversion rate. Now, you’ll create three pivot tables to identify broader trends within the dataset. The pivot tables will let you examine and compare the following KPIs over the course of a typical week:
Average number of sessions (site visits) at each hour of the day
Average number of conversions (account creations) at each hour of the day
Average conversion rate (account creation rate) at each hour of the day
Once you’ve analyzed the pivot tables, you’ll write an email to your team sharing your insights and recommending when to spend more money running the new ads and when to spend less."
I will be creating charts for the dataset I examined in the previous activity.
Scenario:
"As a digital marketing specialist for L’Acier, an online cookware retailer, you’ve analyzed data using pivot tables and made suggestions for ways to adjust your campaign strategy. Now you’re preparing to present your findings and recommendations to digital marketing leadership.
To create this presentation, you first need to make charts to help your audience understand how the data informs your recommendations. You will make five charts that visualize highlights from your analysis of the pivot tables data:
Total sessions by hour of day
Total conversions by hour of day
Average conversion rates by day of week
Average conversion rate by hour of day
Monday-Wednesday conversion rates by hour of day
The first two charts will provide a broad overview of the sessions and conversions data. The last three will allow you to explain how the conversion rate data helped you reach your recommendations."
I will create a presentation using insights from the Analyze data using pivot tables activity and data visualizations from the Create data visualizations for a presentation.
Scenario:
"L’Acier is an online cookware retailer that wants to increase the number of new accounts created by customers. The company is focusing heavily on growth because they’ve found that potential customers who create accounts make purchases more frequently and have a much higher lifetime value (LTV). To support this goal, the digital marketing team plans to run additional ads offering a one-time discount to customers who create a new account. You’ve been asked to examine performance data for the past month and determine the best times to run these ads.
So far, you’ve analyzed data using pivot tables and made suggestions for how to adjust your campaign strategy. You’ve also made data visualizations to present your findings and recommendations to digital marketing leadership. Since your audience is made up of senior stakeholders, they have limited time. They don’t need a comprehensive analysis, but a high-level summary that addresses their interests and concerns. Specifically, your audience will want to know:
What changes do you recommend, and why?
How will your recommendations benefit your department or company (by improving performance, raising efficiency, or supporting growth)?
You’ve already created a slide presentation from your data visualizations, but still need to interpret the data for your audience and write a conclusion. The presentation includes eight slides:
Slide 1: A title slide
Slide 2: The background and questions you wanted to answer
Slide 3: A list of key performance indicators (KPIs) visualized in your presentation
Slide 4: A stacked bar chart with the number of sessions (site visits) at each hour of the day
Slide 5: A stacked bar chart with the number of conversions at each hour of the day
Slide 6: A bar chart with the average conversion rate by day of week
Slide 7: An area chart with the average weekly conversion rates at each hour of the day alongside a line chart with Monday–Wednesday conversion rates at each hour of the day
Slide 8: Conclusion and next steps"
I will perform a competitive analysis by collecting and looking over information about competitors of an e-commerce business. For my analysis, I will perform secondary research on each of the competitor's background stories, customer service, content strategy, marketing strategy, shipping and return policies, and product details.
Scenario:
"For the past year, you’ve been working for an e-commerce company with multiple online stores. The company specializes in home goods. Recently, the company has identified an opportunity in the market for eco-friendly bath products. They are planning to launch a new e-commerce store that sells sustainable bath products to customers worldwide, called Bath EcoShop.
The company needs to conduct market research to understand consumers’ needs and preferences regarding eco-friendly bath products. They would like to focus specifically on bath towels.
Your manager has asked you to perform secondary research by analyzing three competitors who sell organic or eco-friendly bath towels."
In five sections I will conduct market research on
General information, Content strategy, Marketing strategy, Customer service and policies, and Product comparison for bath towels.
This is all in the same template. Looking for three more competitors I searched, "eco-friendly bath towels" on Google. I found three more and researched the following sections and laid it out all in the template.
I will define brand values for an e-commerce store. I will explore how the brand values align with the customer values.
First I need to arrange the sticky notes by theme. I was given sticky notes with examples like, “Shares their knowledge” and many others and needed to arrange them if they relate to one another in the same theme.
For each group of sticky notes, I needed to identify the theme. Then identify a total of five that complete the brand.
Then suggest ways the brand can demonstrate their values to customers.
Scenario:
For the past year, you’ve been working for an e-commerce company with multiple online stores. The company specializes in home goods. Recently, the company has identified an opportunity in the market for eco-friendly bath products. They are planning to launch a new e-commerce store that sells sustainable bath products to customers worldwide, called Bath EcoShop. Last week, the company invited a group of employees and managers to participate in a branding exercise, where they answered the following question regarding the Bath EcoShop brand: “If our brand were a person, how would you describe them?” The participants wrote their answers on sticky notes and compiled them in a Google Jamboard, which is a digital interactive whiteboard.
Your manager has asked you to review the sticky notes and find common themes that describe the brand’s values.
Your manager also asked you to brainstorm ideas for how Bath EcoShop can demonstrate its brand values to its customers.
As you complete this activity, it may be helpful to focus on what’s important to the brand’s target audience, which the company has identified as the following:
Concern for the future of the environment
Desire to create a healthy home
Belief that a dependable product is more important than following the latest trends
Preference for comfort and function over style
Desire to feel good about their purchase
Strong preference for quality products that last
In this activity, I will analyze projection data to determine a target return on ad spend (ROAS) and recommended budget during a holiday period. I will also analyze the projected revenue-per-click on certain days during the holiday period and calculate how much to adjust bids on those days.
Seasonality is the regular and predictable fluctuation of e-commerce traffic around special holidays, events, and weather on a quarterly or yearly basis.
In the document there is data for:
Calculated the ROAS at different spending and revenue amounts.
Calculated the profits at different spend and revenue amounts.
Highlighted the row containing the point of diminishing returns.
Labeled the point of diminishing returns on the graph.
Entered a target ROAS and recommended budget for the holiday period.
Scenario;
"You are an e-commerce analyst for Personalized Presents, an e-commerce business that sells personalized gifts, decorations, and apparel. Personalized Presents generally experiences a large increase in sales around the holiday season in the United States (from Thanksgiving through New Year’s). Your goal for this holiday season is to maximize profits, and you have used Performance Planner to calculate how much revenue you'd gain at different ad spend amounts. Given the data, you need to determine a target ROAS and recommended budget for this period.
Additionally, Personalized Presents typically has drastic swings in revenue-per-click during the holiday period. In order to maximize your profits while still meeting your target ROAS, you need to analyze a calendar that contains last year’s revenue-per-click performance data and calculate how much to adjust your bids on certain days during the upcoming holiday season. "
I will evaluate the checkout process for an e-commerce store. My task will be to identify the reasons why customers are abandoning the checkout process and provide suggestions for how to improve the checkout process.
I will:
Read the situation
Review how the current checkout process works
Identify the issue
Identify the issue
Repeat steps 2-4 for each checkout issue
I will also include:
Reason(s) why customers might abandon the checkout process at each point
One or two suggestions for how to address each checkout issue
Scenario:
"Tee’s Shirts, which is the online T-shirt store that you’ve been working for, has noticed that customers are abandoning the checkout process at high rates. By analyzing their data, the store has been able to identify the four most common points in the checkout process where customers are dropping off:
Signing in
Entering their personal information
Choosing a shipping option
Entering their payment information
As an e-commerce analyst, you’ve been asked to figure out why customers are dropping off at these four points and provide suggestions for how to improve the checkout process."
In this activity, I will write a post-purchase customer satisfaction survey to identify areas for improvement with a company’s products and online shopping experience.
Scenario:
"You are an e-commerce analyst for Dress and Play, an e-commerce business that sells gently-used clothing and toys for babies and toddlers. One of Dress and Play’s business goals for the year is to improve their conversion rate by 10%. In order to achieve this objective, you are writing a customer satisfaction survey to uncover any issues customers might have with Dress and Play’s products or online shopping experience and identify areas for improvement. "
I was tasked to complete these steps:
Write a Form Description
Add demographics questions
Add a satisfaction scale matrix
Add a Net Promoter Score question
Add open-ended questions
Review your questions
I had to keep in mind these questions as I reviewed my survey:
"Does this question ask too much personal information?
Is this question too complex?
Does this question make an assumption about my customer?
Am I asking more than one question within a single question?
If you answered “yes” to any of the above questions for any of your survey questions, return to your draft and revise those questions accordingly."
In this activity, I will interpret customer engagement data for an e-commerce landing page using heat maps. Then, based on the insights, I will make recommendations for how to improve performance.
I will:
Examine the landing page layout
Examine the heat maps
Suggest ideas to increase email signups
Scenario:
"White Opal is a jewelry retailer with over 300 brick-and-mortar stores and an active e-commerce website. As one of the company’s e-commerce specialists, you’ve been asked to analyze how customers are interacting with your website and suggest ways to optimize performance.
As part of your analysis, you will recommend improvements to one of the landing pages customers arrive at when they click on an ad. The main function of the landing page is to help customers find the nearest White Opal storefront. However, your team wants to increase the number of visitors who sign up for emails through the page as well.
To determine the best way to increase signups, you’ll examine data from two heat maps for the landing page:
A scroll heat map that indicates how far customers are scrolling down the page
A click heat map that indicates which page elements customers are clicking on most often
Once you’ve analyzed the heat maps, you’ll write an email to the head of your team summarizing your conclusions. You’ll also suggest some ways to adjust the page in order to increase email signups. "
I will review the internal site search data for an e-commerce store and categorize each search term. Then, I will suggest a new product category for the store, based on the type of products customers are searching for on the store’s website.
I will select a category for each search term then identify which category received the most searches.
Scenario:
"As an e-commerce specialist, you work for a company that sells fine art supplies online. Recently, the company conducted market research and identified craft supplies, such as yarn or candle making supplies, as an area of growth and opportunity.
After identifying craft supplies as a new product opportunity, the company reviewed the internal site search data for their website and discovered an increase in the number of customers searching for craft supplies over the past year. A majority of the search terms that customers used are related to one of three categories: yarn, jewelry making, and candle making.
The company wants to know which of these categories received the highest number of searches so that they can begin researching the products within this category and decide if they’re worth selling.
Your manager has provided you with a list of search terms used by customers that relate to craft supplies. Your task is to review the search terms, select a category for each search term, and identify which category received the highest number of searches."
I will review a scenario and create a mock internal marketing proposal to increase brand awareness.
I will review the statistics, select up to two brand awareness strategies, select a content bucket, and write a description.
Scenario:
"Your team at Good Mercury Marketing is beginning preliminary work to increase brand awareness for the Sinclair Verde Lamp Company and has gathered information on your prospective demographic audience: adults between the ages of 42 and 57.
The team has asked you, an entry-level digital marketer, to create an internal marketing proposal focused on increasing brand awareness among your target audience. This proposal will be shared internally, meaning it will only be shared with your team in order to decide if it is a good option to increase brand awareness for your client. "
I will continue building on my scenario-based project by adjusting an existing campaign’s keywords. The goal is to practice strategically selecting campaign keywords while keeping the budget in mind.
I will review the keywords tab, review the keyword planning sheet, select the keywords, and consider the budget.
Scenario:
After much consideration, your marketing team at Good Mercury decides to implement several different campaigns for the Sinclair Verde Lamp Company, including a Google Ads Search campaign. As a reminder, Search campaigns are text ads that appear on Google Search results that let you reach people while they’re searching for the products or services you offer.
The Search ads for your campaign features text that explains the company’s mission of reducing waste. However, there’s a problem: this particular campaign was launched 30 days ago and hasn’t had much success yet.
The Search ad campaign works on a cost per click (CPC) bid strategy. As a reminder, CPC is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
The problem is that over 90% of viewers are not clicking on the ads.
To increase the click rate, your team asks you to adjust the specific topics and keywords associated with your ad campaign. Research conducted by your team indicates that updating topics and keywords may increase clicks by as much as 20%.
I will present my work to my clients. I will use supporting materials to help me create a presentation that includes an overall theme, agenda, and results.
I will review the data, add a theme, create an agenda for your presentation, input yearly data, compare holiday season metrics and create a conclusion.
Scenario:
"Over a year has passed since the Sinclair Verde Lamp Company became a client of your agency, Good Mercury Marketing. At the end of each year, your team presents their progress to the client in a marketing presentation. These presentations detail what went well over the last year as well as what improvements are needed. Creating and conducting presentations are a great way to examine the impact of strategic marketing initiatives and long-term projects and communicate findings to clients, stakeholders, and other people important to your campaign.
You have been asked to create this year’s marketing report presentation for the Sinclair Verde Lamp Company. You will base your findings on data collected from Google Analytics.
Your presentation will include monthly social media data as well as total traffic data. It will also include holiday marketing season data, since your agency is entering into its second consecutive year handling marketing duties for the client. "
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