To introduce you to the world of marketing metrics and demonstrate how they connect to real human experiences people have throughout their customer journey.
Format & Helpful Materials:
Be succinct, yet precise. Quality matters more than length. Use bullet points and short, to the point paragraphs. Write business style.
Helpful Materials:
- The ultimate guide to marketing metrics and Marketing metrics additional materials (posted in Canvas). These resources provide exhaustive list of various metrics that marketers use.
- Your own research (if you need additional metrics or clarification)
Evaluation Criteria:
This assignment will be used in place of your Professionalism & Engagement points.
You will be graded on a full credit / partial credit / no credit basis.
Full credit will be awarded if the assignment demonstrates thoughtful effort and is mostly precise and accurate.
Partial credit will be given if the submission shows minimal effort, there are some errors, unclear reasoning, or statements that do not clearly make sense.
No credit will be assigned if the submission shows no effort, is largely incomplete, or contains pervasive errors
Task:
In todays marketing environment, we are surrounded by an overwhelming number of metrics claiming to measure success. However, not all metrics are equally meaningful. The goal of this assignment is to move beyond the noise and identify how key metrics capture human experiences. You will use your own journey as a BSU student to examine moments of frictioncommonly called pain pointsand translate them into metrics that marketers could use to detect and address problems at scale.
- Identify 4 Pain Points
Reflect on your journey as a BSU studentfrom the first time you heard about BSU to your current position as a marketing student approaching graduation. Identify four specific moments (pain points) where you experienced friction, frustration, or confusion. Pain points may relate to areas such as:
- Marketing communications (social media, website, flyers, catalogs)
- Campus visits or onboarding
- Housing
- Financial aid
- E-mail communication
- Student organizations or advising etc.
Make sure that your pain points touch on different areas of your journey and experience.
- Match Each Pain Point with a Metric:
For each pain point, identify one unique marketing metric that would best measure failure or friction in that area of student experience. Use canvas materials and your own research to help you answer this question.
Make sure that no metrics repeat. Feel free to be creative. If no existing metric fits, create one!
- Explain the “Why”
For each metric, describe what that metric measures in your own words. Then explain how and why it captures the pain point you identified. In other words, how can it be used to signal a problem that may need to be addressed by a marketer?
Example:
Please see hypothetical example below:
Pain point: As a prospective student, I found it difficult to understand the true cost of attending BSU because information about tuition and fees was hard to locate.
Metric: Total users to BSUs tuition and fees page.
Definition: Total users measures the number of unique individuals who visited the tuition and fees webpage during a specific time period.
Explanation: This metric indicates how easily prospective students are able to locate BSUs tuition and fees information. If students struggle to find this page, the total number of users will be low relative to overall website traffic. Tracking this metric over time allows marketers to assess the accessibility and visibility of cost information and to evaluate whether changes to website navigation, labeling, or linking improve the visibility of this page.
But don’t use Ai for this please!
Requirements: this assignment
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