Since its inception in $2011,$ The Vanca, an Indian brand selling women$$s Western apparel online, has made significant strides under its current leadership. However, its brand$-$building activities have not been successful to date. The digital space offers many opportunities, but is also replete with companies facing failure. A Digital Marketing Manager has been hired to assess the brand$$s current digital strategy and help to formulate a strong digital strategy that will allow The Vanca to achieve success.Objectives:

Assess traffic$-$building strategies.

Identify the level of importance of conversions and customer retention in traffic$-$building strategies.

Understand how site analytics can be used to better understand consumer behaviors and segment target audiences.

Assess key attributes for building a strong online brand.