INSTRUCTION :

you will complete an A/B testing plan for an ad campaign. 

TASKE 1:

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. 

INSTRUCTION :

you will assess what information to communicate—and how to communicate it—with stakeholders on a digital marketing project. 

TASK 2:

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.

INSTRUCTION :

you will create pivot tables from the same dataset you used in the activity Sort and filter spreadsheet data. Then you will analyze the data for themes and trends and recommend changes to ad campaigns based on your findings. 

TASK 3:

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.

INSTRUTION :

you will create charts for the dataset you examined in the Analyze data using pivot tables activity. If you have not completed this activity, you will need to do so before starting this exercise. 

TASK:

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.

EXPLANATION:

Sessions

1. Stacked column chart (vertical): This chart visualizes how hourly sessions for each day contribute to the total volume over a 24-hour period. It allows comparison between both the hours of a day and the days of the week. An area or line chart is often a good choice when displaying changes in value over time. However, depending on your audience, a bar chart may be a more accessible choice.

2. Stacked bar chart (horizontal): Similar to the stacked column chart, but the horizontal orientation allows more room to display the differences in volume between the very low (e.g., 2:00) and the very high (e.g., 10:00). However, depending on your audience, a vertical chart may seem a more natural way to present the hours of the day.

3. Stacked area chart: Like the stacked column chart, this visualization breaks down hourly sessions for each day and displays the volume over a 24-hour period. This chart makes it easy to understand the flow of traffic over the course of a typical day, but may be less familiar to a general audience than a bar chart.

Charts to avoid: Because the dataset includes so many variables, a grouped/clustered column chart would become crowded and could be difficult to understand.

Conversions

1. Stacked column chart (vertical): Like the sessions column chart, this chart visualizes how hourly conversions for each day contribute to the total volume over a 24-hour period. It allows comparison between both the hours of a day and the days of the week.

2. Stacked bar chart (horizontal): Similar to the stacked column chart, but the horizontal orientation allows more room to display the differences in volume between the very low (e.g., 2:00) and the very high (e.g., 10:00).

3. Stacked area chart: Like the stacked column chart, this visualization breaks down hourly sessions for each day and displays the volume over a 24-hour period.

Charts to avoid: Because the dataset includes so many variables, a grouped/clustered column chart would become crowded and could be difficult to understand.

Average conversion rates/day of week

1. Column chart (vertical): Column charts are good for comparing a limited number of values. This format clearly demonstrates the differences in the average conversion rates for the seven days of the week. The values are similar, so a vertical bar chart is sufficient.

2. Bar chart (horizontal): Similar to the column chart, the bar chart allows comparison among the days of the week. The space allowed by a horizontal chart is not necessary for this dataset. However, if your sessions chart was horizontal, you may want to keep the same orientation.

Charts to avoid: A line or area chart may make it harder to distinguish between the different values.

Average conversion rates/hour of day

1. Single area chart: Since this dataset demonstrates changes in a single value over time, an area chart is a good choice.

2. Line chart: A line chart is also a good option for visualizing changes in a single value over time. However, an area chart may be easier for your audience to see, allowing them to understand the importance of the data more quickly.

Charts to avoid: A column or bar chart may make it harder to understand the changes over time.

Monday/Tuesday/Wednesday conversion rates/hour of day

1. Line chart: Since this dataset demonstrates changes in a limited number of values over time, a line chart is a good choice. To make it easier to compare the lines, the exemplar line chart has been made taller than the default chart.

2. Unstacked area chart: Like the line chart, this chart demonstrates changes in value over time. However, the filled area below the lines may make it difficult to identify all the lines at every point in the chart.

Charts to avoid: A grouped/clustered column or bar charts may become too crowded, making it harder to identify the values and understand how they relate to one another.

FINAL TASK CONCLUTION:

you will create a presentation using insights from the DATA ABOVE.

INSTRUCTION:

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