As you discuss these topics, be sure you understand the following concepts related to data analytics:
working with data
tracking and collecting data
key elements of web analytics
segmentation in web analytics
Topic 3
There are three key elements to be considered when CompanyOne conducts a digital brand analysis. These elements are:
1. Brand share 2. Brand audience 3. Brand and consumer alignment.
Explain the role that each of these elements plays in CompanyOnes digital brand analysis.
Topic 4
Most social platforms provide huge amounts of data; however, in the aggregate, which is not very useful. Accordingly, it is not advised that CompanyOne analyze its traffic in aggregate. Web analytics guru Avinash Kaushik argued that data in the aggregate is useless; companies should segment or die! (Hemann & Burbary, 2018, p. 13).
Explain six of the segmenting strategies that CompanyOne may pursue when using Google Analytics (GA), and the pros and cons of each of them.