Search Marketing & Digital Analytics Assignment 2 & 3 2025/26 | SETU

 Programme: CWB07 MSc Digital Marketing

Module: Search Marketing & Digital Analytics 2025/26

Assessment 2 & 3: Digital Analytics (70%)

• For Part 1, students are required to work in groups of two. You are responsible for forming your own groups.
• Part 2 is an individual submission.
• You will need a client for assignment 2.
• Before carrying out Primary Research, you must fill in and submit the SETU Ethics form to your lecturer.

 Assessment 2: Business Understanding (30%)- Group Project

Section 1: Business Understanding Meeting with Client (15%)

Select a company of your choice and conduct a Business Understanding meeting with a relevant member of staff in the company. (i.e, undertake primary research/in-depth interview). This company must use or at least have access to Google Analytics or Social Media analytics in some way. The following are some outline criteria upon which to base your investigation (this is not an exhaustive list):

• Give some background into the company you have chosen and how you carried out the primary research.
• Identify the company’s primary Sales & Marketing goals.
• Summarise their current Digital Marketing Strategy and main channels.
• What analytics tools do they use to measure impact?
• How are digital insights used in this company?
• What insights are gained from using the analytics? What decisions do they make based on data?
• If the company does not use digital analytics, then find out why. Does your client value analytics? Have they identified hurdles they must overcome? Are they lacking the analytical skills? Do they feel there are gaps in their approach to analytics?
• Make sure to include the interview guideline and interview transcript in the Appendix of your document.

Section 2: Findings & Recommendations (15%)

Discuss the key findings from the interview undertaken. Critically analyse the business’ approach to web and social analytics. Guided by academic research, advise on improvements they can implement to maximise their use of digital analytics in achieving their business goals. Critically analyse trends in Digital Analytics that are likely to impact on the company’s use of analytics going forward.

The following are some outline criteria upon which to base your findings and recommendations (this is not an exhaustive list):

• Are they getting the most out of their current digital analytics platforms?
• Are there other analytics platforms that you think they should be using (include your reasons)?
• Are there metrics that they should be monitoring, but are currently ignoring?
• If the company is relatively new to analytics, using an appropriate framework, it would be good to include a gradual plan to get them to where you feel they should be.
• What industry changes are taking place that could impact the efficacy of Digital Analytics over the coming years? (For example, phase out of Third-Party Cookies, AI)

Assessment 3: GA4 Industry Certification & Data Analysis (40%)- Individual Project

Part One: Google Analytics Certification (10%)  

Adding a GA4 certification to your CV and LinkedIn page can be a great way to open doors and progress in your career. It will also help guide your analysis in part two of this assignment.

Through the Google Skilshop link provided on Blackboard, complete the following certification:

1. Google Analytics Certification (10%)

The Google Analytics Certification assessment consists of 50 multiple choice questions and you have 75 minutes to complete.

Keep in mind:

• You will need a score of 80% or higher to pass.
• If you end the assessment early or the timer runs out before you have answered enough questions correctly, you will not pass and will not be able to resume from where you left off.
• You must wait 1 day before retaking this assessment if you failed your last attempt.

A PDF copy of your completed certification/ GA analytics credential must be submitted with your final individual submission.

Part Two: Data Analysis Report (30%)  

Case Study Details:

*Please note that the following case and below narrative is fictitious. 

Seed Golf, an innovative online ecommerce business specialising in premium golf balls, is determined to optimise its customer acquisition and retention strategies in the competitive European market. Recognising the importance of data-driven decision-making, Seed Golf has decided to leverage Google Analytics 4 (GA4) to gain deeper insights into user behaviour, preferences, and interactions on its website and they have decided to engage you as a consultant to support their digital analytics. In an exploratory meeting with the Marketing Director, the following was mentioned:

“We are currently laser-focused on increasing acquisition and customer retention in our European markets. While our brand enjoys strong recognition within the golfing community in the United States, our presence in Europe is not as prominent. This might be because historically we have placed an emphasis on traditional advertising methods, such as event sponsorships and outdoor advertising in the States. Unfortunately, replicating the same above-the-line strategy in the Europe market is currently beyond our capacity as we don’t have a European headquarters. However, we recognise the potential in online channels. 

In recent years, we have shifted our focus towards online investment, including email marketing, paid search, display ads, and paid social media advertising. However, we lack clarity on the effectiveness of these efforts. To bolster our online presence, we’ve recently welcomed an SEO executive to our team as we are hoping to strengthen our website’s position in organic search results.

We would like to have a stronger evidence-based for the decisions we make in the marketing department. With digital acquisition budgets increasing we need to justify the investment decisions that we make. As we look to increase our online sales in Europe next year by 50%, I need to know what activity is effective in delivering return so that we can continue to be competitive.”

Assignment Brief:

In undertaking this assignment, you will utilise Google’s demo GA4 account. Access to this account can be gained through the following link:  https://support.google.com/analytics/answer/6367342. This draws on live data from the Google Merchandise store (www.googlemerchandisestore.com).

Pretend that this account belongs to SeedGolf. Your task is to leverage insights gained from GA4 to create & present a marketing optimisation report for the Senior Management Team at Seed Golf. This report will furnish the company with insights to help them achieve their goal of increasing Online European Sales by 50% in 2024.

Using data from 1^st Apr 2025- 30^th June 2025and comparing to 1^st July 2025- 30^th Sept 2025 (where appropriate) prepare a Digital Analytics report for the Senior Management team. The following are suggested headings and areas to explore:

Customer Profile

• Provide a profile of Seed Golf’s customer base across the European & US Markets.
• Identify specific segments or personas that exhibit higher engagement with the website and higher conversion rates.

Digital Marketing Effectiveness

• Identify the online channels driving the most traffic to the website (e.g., organic search, paid search, social media, email). Access potential for the European market.
• Evaluate the effectiveness of paid advertising campaigns.

E-Commerce Performance

• Determine which marketing activities yield the highest conversion rates.
• Assess sales trends and quantify revenue generated from European customers.
• Identify popular products customers and their contribution to revenue.
• Investigate geographic or demographic disparities in purchasing behaviour between the American & European markets.
• Analyse common conversion paths pinpoint significant drop-off points in the user journey (if any).

Additional Insights

• Conduct exploratory analysis to uncover additional insights beneficial for achieving Seed Golf’s objectives.

Business Recommendations

• Based on your analysis, recommend resource allocation strategies that will help the company achieve their objectives. Please draw on external academic sources to support your recommendations.

Ensure that all analysis is accompanied with appropriate commentary that will interpret and communicate insights to a non-technical audience. 

Business Report Grading Scheme:

Instructions for submission of Report

• Include your name and SETU student ID on ALL of your documentation.
• Note that it is your responsibility to keep a backup copy of your submission and other associated files.
• Please contact your lecturer if you are in any doubt with regard to any aspect of this assessment.
• Part 1 and Part 2 will be submitted to Turnitin. There is no need to submit a hard copy.
• Late submissions will be dealt with in accordance with the SETU policy: o If a submission is up to 7 days late, then 10pct will be deducted from the grade. For example, if your report receives 60%, then it will be reduced to 50%. o If a submission is 7-14 days late, then 20pct will be deducted from the grade. For example, if your report receives 60%, then it will be reduced to 40%.

Plagiarism Policy

Assignments which have copied work from websites, from other authors, from other students or any other sources will receive a grade of 0. All instances of plagiarism and use of generative AI must be reported to the Head of Department who, in turn, is obliged to report them to the Registrar. Students who receive this grade may be asked to justify their actions to the Institute’s plagiarism panel. Students must apply to the examination board at the end of the academic year to re-submit their work in such instances. Please note that copying verbatim from original sources is unacceptable even if you provide references.

Referencing 

Please consult ‘Credit Where Credit is Due’ for the referencing system used by SETU. Please ensure accuracy and consistency in your referencing. The following are the most common reference types that you will need when compiling the reference list at the end of your assignments.

Need Expert Help

The Search Marketing & Digital Analytics assignments (Assessment 2 & 3) at SETU demand strong GA4 skills, critical data interpretation, and business-focused recommendations—areas where many MSc Digital Marketing students struggle. From conducting ethical primary research and client interviews to analysing GA4 demo data and justifying channel performance, the workload is intense and strictly checked on Turnitin. At Ireland Assignment Helper, our experts deliver 100% human-written, AI-free reports aligned with SETU rubrics and Harvard referencing. Whether it’s GA4 certification support, data analysis, or digital marketing insights, our Marketing Assignment Help team ensures clarity for non-technical audiences. Get reliable academic support with Assignment Help Ireland and submit with confidence.

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