ASSESSMENT 2: ANALYTICS AND SEARCH

AMN425 – Digital Strategy
ASSESSMENT 2: ANALYTICS AND SEARCH
Due date: before 11:59pm Sunday 14 October, 2018.
Weight: 60%
Length: 3,000 words (including tables and charts based on Google Analytics and Search data, and
references)
You have been employed as a Google Analytics specialist. Your client wants to know whether or not
their website is working well and what actions could be taken to optimize investment moving
forward.
Section 1: Google Analytics Report (15 marks) suggested word length (800 words)
Using the demonstration Google Analytics account that you have access to:
A. Select and run five (5) reports relating to acquisition, behaviour and conversion
B. Report the relevant findings in an easy-to-understand manner
C. Explain why you chose these reports as the most appropriate.
Section 2: Search Report (15 marks) suggested word length (800 words)
A. Report on the activity the organisation has undertaken to improve their search results (paid
or organic search)
B. Report the relevant findings in an easy-to-understand manner
C. Explain why you chose these reports as the most appropriate.
Section 3: Interpretation of Data (15 marks) suggested word length (800 words)
A. Based on your reports on Analytics and Search discuss:
• what is working well
• what could be improved
B. Provide justification for this interpretation by making links to the data in your reports.
Section 4: Recommendations (10 marks) suggested word length (600 words)
Based on your reporting and analysis:
A. Propose at least five (5) recommendations
B. Outline what these recommended actions will address in terms of the identified problems
reported
C. State what the adoption of these recommendations will achieve for the business. Use
industry sources to support your claims.
Section 5: Professional Communication and Justification (5 marks)
This section focuses on the clarity and persuasion of your written expression. Your assignment
should be well-written, concise and easy to read. It will also be marked on the strength of your
justification of your arguments, interpretation and recommendations. And it must contain NO
grammatical errors. If in doubt, please have your assignment proof-read.

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AMN425 – Digital Strategy
ASSESSMENT 2: ANALYTICS AND SEARCH
Due date: before 11:59pm Sunday 14 October, 2018.
Weight: 60%
Length: 3,000 words (including tables and charts based on Google Analytics and Search data, and
references)
You have been employed as a Google Analytics specialist. Your client wants to know whether or not
their website is working well and what actions could be taken to optimize investment moving
forward.
Section 1: Google Analytics Report (15 marks) suggested word length (800 words)
Using the demonstration Google Analytics account that you have access to:
A. Select and run five (5) reports relating to acquisition, behaviour and conversion
B. Report the relevant findings in an easy-to-understand manner
C. Explain why you chose these reports as the most appropriate.
Section 2: Search Report (15 marks) suggested word length (800 words)
A. Report on the activity the organisation has undertaken to improve their search results (paid
or organic search)
B. Report the relevant findings in an easy-to-understand manner
C. Explain why you chose these reports as the most appropriate.
Section 3: Interpretation of Data (15 marks) suggested word length (800 words)
A. Based on your reports on Analytics and Search discuss:
• what is working well
• what could be improved
B. Provide justification for this interpretation by making links to the data in your reports.
Section 4: Recommendations (10 marks) suggested word length (600 words)
Based on your reporting and analysis:
A. Propose at least five (5) recommendations
B. Outline what these recommended actions will address in terms of the identified problems
reported
C. State what the adoption of these recommendations will achieve for the business. Use
industry sources to support your claims.
Section 5: Professional Communication and Justification (5 marks)
This section focuses on the clarity and persuasion of your written expression. Your assignment
should be well-written, concise and easy to read. It will also be marked on the strength of your
justification of your arguments, interpretation and recommendations. And it must contain NO
grammatical errors. If in doubt, please have your assignment proof-read.