BM440 Ashworth Business Metrics and Marketing Campaigns Paper
Business Finance
Part 1
Sources must be cited in APA format. Your response should be four (4) double-spaced pages; refer to the “Assignment Format” page located on the Course Home page for specific format requirements.
Section A – The term “metrics” is commonly used by digital marketers. Explain your understanding of the meaning of the term.
Section B – List and describe the specific metrics that measure traffic, audiences, and campaigns. Which ones do you think are most important?
Section C – Using a mobile site or app with which you are familiar, describe a scenario that tells the story of how one user segment would behave on a visit to the site—their customer journey using the app. When you are satisfied that your scenario represents behavior of one segment adequately, identify the metrics that would be useful in ascertaining if the segment’s needs are being met and if the customer experience for this segment is satisfactory.
Part 2
Sources must be cited in APA format. Your response should be four (4) pages in length; refer to the “Assignment Format” page for specific format requirements.
Choose a business (B2C or B2B) or nonprofit organization that could benefit from a social media campaign and develop a campaign outline.Include the following elements:
Section A – Specific campaign objectives (2 or more)
Section B – Identification of the target audience
Section C – Description of a concept for the message (content) based on the target audience
Section D – Description of the social media marketing activities
Section E – Once you’ve completed your outline, also draft an introduction for your plan that explains why the social media initiative is important and how it integrates into the overall marketing activities of the business.
