PLEASE HELPPPP !

WEEK 7 Case Study

Product: AMAZON ECHO

Answer the following scenarios (500 words or more on AMAZON echo)

Digital Display

• The KPI you use to measure the performance of the current DDA for your product is click-through rate (CTR). Analytics show CTR has recently been dropping in direct correlation with a uniform decrease in conversions to sales from all channels running the DDAs. Because the change is consistent among all channels, the insight is that it is the ad itself that is underperforming. Based on this scenario, what are the first two elements of the DDA you would analyze and why? What two changes do you think would be most likely to increase the ad's CTR and why?

Paid Search

• The KPI you use to measure the performance of paid search is referring URLs. Analytics show the percentage of referrals from ads running on Google has recently been dropping, but referrals from other search engines have remained constant or slightly increased. The insight is that your ad has moved down on the search engine results page (SERP). Based on this scenario and assuming that you do not have the budget to increase your PPC bid, what are two changes you would make to your paid search ad and/or website hosting the ad's landing page in an effort to improve the ad's quality score? Why do you think these changes would be effective?

Social Media

• The KPI used to measure the performance of social media ads for your product is CTR. Analytics show that conversions to sales from a YouTube ad for your product is lower than the conversion rates on your other digital marketing channels.
• Based on this scenario, in order to develop insights to improve your SMM, what are the first three elements from the list below that you would analyze in order to determine the root cause of the ad's underperformance and why?

• Frequency
• Length
• Required or skippable
• Ad design and messaging
• Targeting and relevancy
• Call to action
• Landing page for click-throughs
• What two changes do you think would be most likely to increase the ad's CTR and why?

Mobile

• The KPI used to measure the performance of the SMS ad for your product is CTR and its exceeding objectives. However, analytics are showing a high bounce rate from your website among visitors who are referred by your SMS ad, as well as a corresponding decrease in sales from your mobile channel. The ad was not split tested, and you've decided to split test it now, mid-campaign.
• Based on this scenario, how would you modify the message's content, design, and call to action in order to split test it against the ad already running

Email

• The KPI used to measure the performance of email marketing for your product is CTR. It has remained constant for some time, but analytics show it is underperforming other digital marketing channels. Your team has evaluated various factors that may be contributing to the relatively low CTR of email compared to other channels and also discovered that in-store retail sales increase each time an email is sent. The insight is that customers are learning of promotions via email but sales are being cannibalized by other channels.
• Keywords
• Language and messaging
• Call to action

• Based on this scenario, what changes would you make to your email ad's keywords, language and messaging, call to action, and/or links in order to motivate customers to purchase via email click-through rather than via an alternative channel

SEO

• The KPI used to measure the effectiveness of your SEO is generic search rankings. Your team has consistently accomplished a top five ranking without paid search, and you have no budget to add it now.
• Based on this scenario and selecting from the list below, what are the first three changes you would make to improve your generic search rankings with on-page and off-page optimization? In your response, give an example and justification for each of the three changes you would pursue.
• Keywords
• Keyword phrases
• Optimizing for various browsers
• Quantity and quality of inbound links
• Sharing about your product by others on social media
• Valuable, informative, and entertaining content
• Website structure and ease of navigation