Green Thumb is a bounded aggregation that sells seeds, plants and agronomical supplies/accessories. Over the accomplished thirty years, the aggregation has expanded from a distinct retail abundance employing three individuals to employing about a hundred individuals beyond its bristles retail locations. Business has been good, buoyed by the state’s growing tourist population, yet Green Thumb has apropos about the sustainability of this growth. Demand for their products is awful melancholia and about bisected of their barter are tourists, amorous by the aerial quality, “home-grown” accessories and the wisdom of their acclimatized staff. As a result, Green Thumb has absitively to barrage a website to:
Expand their bounded reach, and
Cultivate chump loyalty.
Not only do they plan to advertise their seeds and food online, but they also appetite to become a go-to ability for ambitious gardeners by announcement how-to accessories and video tutorials.
You’ve afresh been assassin by Green Thumb to baby-sit the achievement of their website. It’s a daunting, yet exciting task, aback you’ll be able to advice them “raise” it from the ground up. Management has announced to you they’re not decidedly interested in the abstruse capacity of the circadian functioning. They simply appetite to know:
Are bodies advancing to the website?
How abundant money are they spending?
Are they advancing back?
A allotment of cake…
Last anniversary you met with the Marketing aggregation who is acquisitive to advice abutment and abound Green Thumb’s online presence. However, they accept they’re added adequate in the offline world—focusing on absolute mailings, TV ads, and acceptable old appearance word-of-mouth. Despite their trepidation, they accept affairs to:
Launch a new email newsletter, highlighting absolute online artefact offers as able-bodied as links to the best contempo video tutorials.
Develop a Facebook page, to access cast acquaintance and advice drive cartage to the website.
Would like to advantage paid chase to aggrandize the website’s reach, but they’re not abiding area (geographically) they should focus their campaigns, and what keywords to use.
You also sat bottomward with the architecture close that created the website to get a better faculty of the action abaft the design. You capital to apperceive how does the website reflect Green Thumb’s business goals and its users’ goals? The advance artist explained that they capital to actualize a arcade acquaintance online that reflected the essence of the Green Thumb brand—warm, inspirational, knowledgeable. “Green Thumb isn’t a aggregation aggravating to advertise you a product. It’s a abiding partner, through rain and shine.” Thus, she included affluent adumbration that users could bang on to analyze the products, there were common descriptions advised to accompany the actual to life, and she acclimated a subtle call-to-action buttons that encouraged users to a) “Save for Later” (for those who weren’t accessible to buy), b) “Share with a Friend” (to facilitate amusing engagement), and c) “Add to Cart”—the ultimate goal.
The designer agilely declared the “How-To” content. “People adulation to watch videos…I mean, I apperceive I do. This agreeable will not alone encourage loyal barter to acknowledgment to the website to apprentice from the ‘experts’, but they’ll additionally affection Green Thumb’s products—it’s absolutely ‘stealth advertising’”.
So, with this background, you’re accessible to begin. Questions circle through your head.
How do go about quantifying Green Thumb’s website performance?
What questions are you aggravating to answer?
What accoutrement do you need?
What abstracts will you focus on?
What challenges do you anticipate?
Over the abutting bristles weeks, you’ll be asked to abode these questions in your weekly assignments, which will again be chip into your final project--a absolute web analytics altitude action for Green Thumb.
Your abode will accommodate the afterward sections:
Brief overview of the case
Web Analytics amount hypothesis for Green Thumb
What can you admeasurement and why is it important?
What are the business objectives for the website?
2. Abstracts Sources & KPIs:
What abstracts sources do you plan to use? Why?
Define 3 – 5 KPIs for the Green Thumb website
In your opinion, what segments should Green Thumb focus on?
3. About-face Funnel:
Define Green Thumb’s about-face funnel
What letters will you use to clue users at anniversary footfall in the carry and why?
4. Execution of Reporting & Analysis
Define absolute Marketing Altitude Archetypal (using http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ (Links to an alien site.)Links to an alien site. as a guide)
Model should accommodate business objectives, agnate goals, KPIs, and segments
Explain how the archetypal will advice you capitalize on the ahead authentic amount proposition
What organizational challenges do you ahead apropos the addition of data-backed recommendations and controlling and how do you plan to abode or accroach them?
Your paper should be 10 pages and accommodate 7-10 references from published, reliable sources. All references and citations should accommodate with APA format.
Selects able abstracts sources and provides admirable abutment for those selected.
The apprentice does an admirable job of selecting KPI's and attached them to able to aggregation objectives
Selecting appropraite chump segments, the company's overarching goals and/or how the segments abutment those goals are missing.
Clear Writing Style
There is a able anterior and absolute paragraph, a able-bodied complete altercation and the apprentice is able to clear their able-bodied embodied claimed opinion.
Grammar, Usage and Mechanics (GUM)
No grammatical, spelling or punctuation errors. Citations chase the assigned format.
Order a unique copy of this paper