Project 3 Marketing

Question Description

As a requirement for this series of meetings, post one main response to each of the four topics.

Topic 1

How has customer relationship management (CRM) evolved or changed with the rise in the popularity of social media? Explain.

For an online merchandise store like CompanyOne, what are some of the common social CRM tools? Analytical CRM tools? Recommend one commercially available social CRM tool and one commercially available analytical CRM tool to CompanyOne, discuss the pros and cons of each tool, and explain the reasons for your selections.

Topic 2

How would you incorporate social media into CompanyOne’s SEO strategy? Social media optimization (SMO) has the same goals for CompanyOne as SEO, (i.e., to increase traffic to CompanyOne’s website). Should CompanyOne invest more in SMO relative to SEO? Why or why not?

Topic 3

There are three key elements to be considered in any web analytics study like the kind MCS is doing for CompanyOne. These elements are (1) behavior, (2) outcomes, and (3) user experience. A powerful technique to gauge user behavior is segmentation. Explain the concept of segmentation in relation to web analytics. Some common ways of segmenting your site visitors are by new users, returning users, paid search traffic, nonpaid search traffic, direct traffic, referral source, landing page, browser, and mobile traffic, among hundreds of possible options. Recommend any five ways of segmentation to CompanyOne, including some that are not listed here, and discuss the relative merits of each.

Topic 4

In Google Analytics (GA), a funnel is a navigation path (series of web pages) that you expect CompanyOne’s online customers to follow in order to achieve the business’s goals for their website. A funnel is made up of a goal page (or pages) and one or more funnel pages (also known as the funnel steps). CompanyOne needs to choose either the Goal Flow Report or the Funnel Visualization Report in Google Analytics. They come to you for advice. What questions will you ask in order to arrive at your recommendation for CompanyOne? Explain your reasoning.

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