Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics

Syllabus revision: 2021 Course: M.Sc. Marketing Management (Grenoble)

Course : M.Sc. Marketing Management

Module : Digital Marketing 2 – Digital Analytics
Session : Module Assessments Specification – Individual
Source : Andrew Walker
Date : December 2021

Assessment Overview – INDIVIDUAL ASSESSMENT1

Assessment Title Type Format % of Deadlines

Total
1. Group Website Client Website Group 8 In final class sessions:
Analytics Project: Analytics Review Presentation mark GROUP A: Tuesday 12th
& Presentation s April, 2022
(20 minutes) (40%) GROUP B: Wednesday
13th April, 2022
2. Individual: Client Report & Individual 8 To Moodle (midnight
Analytics Report recommendation report (3,000 mark French time): Sunday 15th
s on analytics words) s May, 2022
development for (40%)
group project
client
3. Individual: Complete 3 Completion of Google 4 To Moodle (midnight
online exercises: relevant online Analytics mark German time): Sunday
training modules Academy s 15th May, 2022
- Google Analytics for & exam (2-3 Online (20%)
Beginners hours) Training
- Advanced Google Certifications All completion certificates
Analytics & GAIQ and analytics IQ exam %
- Google Analytics Exam score ( /100) with
Individual Qualification Analytics IQ badge, to be
(GAIQ) exam included in a single Word
file as an appendix to
Individual Report.

1. Individual Project: Client Web Analytics Report (40% - 8/20 marks)

1.1. Introduction to the Client Analytics Report

For the individual report (40%), you will deliver a short client analytics report (of 3,000 words) on the
same business as your group project. You will provide a client web analytics report, with a critical
review, management recommendations, goals and KPIs, based on key insights from the data related
to their use of analytics, and provide recommendations on how they develop the use of analytics to

1
A detailed guide to the Group Project is provided in a separate document.
Module Tutor: Andrew Walker
Grenoble Graduate Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

monitor and improve their digital marketing effectiveness. This will incorporate their current use of
existing tool(s), an assessment of their analytics maturity, and any relevant additional tools and data
to be developed.

It is important to understand the difference between the group project and individual report, and
between these and the semester 1 module assessments: Note that this is not a review of the website
UX or off-site channel performance, the focus of the group project, although the specific site data may
identify significant related issues to be included and measured better. It is a broader and higher-level
analysis, focusing on the data insights related to measuring and optimizing traffic acquisition, behavior
and conversions, AND the management recommendations for improving analytics maturity. It needs
to focus on what the data evidence, and how the tool(s) can be better customized and optimized for
the business. It is not a repetition of your group project analysis, which should have developed
actionable insights to develop. Your individual report will provide management recommendations
related to the businesses use of data, tool(s) and range and effectiveness of off-site channels used (and
not used). To be clear:

 The group project is an evidenced review of the on-site and off-site digital marketing
performance, including both the website UX, and broader and higher-level analysis, focusing on
the data insights related to traffic acquisition, behavior and conversions. It will develop
actionable insights and recommendations for the digital marketing undertaken by the business.

 The individual report is focused on developing management recommendations for improving

analytics maturity related to the businesses use of data, tool(s) and range and effectiveness of
off-site channels used (and not used). The individual report will focus on management
recommendations related to improving the current use of analytics, (including, if relevant, plug
ins, data filters, additional tools, defining goals/KPIs, additional analytics tools, and
customizations, etc.) and the future use of analytics to measure the actionable insights
identified in the group project. See the detailed Group Assessment brief for further clarification,
and ask the tutor if the difference between these two assessments remains unclear.

The individual coursework is focused on applying learning and theory to a real world web business with
access to its ‘live’ web analytics data, using a leading Web Analytics Tool: Google Analytics. Google
Analytics is one of the leading on-site web metrics tools available. While lacking some of the
sophisticated functionality of more expensive tools, it is easy to use and provides an extensive range of
reports and metrics for web site analysis. It is available in both free and premium versions, and the free
version is fine for the work. The client may not currently use Google Ads (previously Adwords) - a
leading tool for running and measuring off-site PPC advertising campaigns 2. Both these tools will be
introduced in class, and you will obtain secure and confidential access to a client tool and live data.
You will need to become aware of the main functions, uses, potential and limitations. Familiarization
with the tool, the range of functions, and the underlying analytics concepts, are all core requirements of
your digital marketing skill set, and an asset to your CV. Your report analysis will relate to the website
and business selected. No programming skills are required, but you will be credited with understanding
the need to set up basic customizations using the tool, and providing examples of them in your report.

2
Detail on Google Ads is beyond the scope of this short module. However, your review needs to consider the
current and potential range of digital channels used by the business, and make recommendations for any
improvements in the number and types of channels used. The absence of paid search (and display) advertising
data, or under-performance, requires a critical response in your review.
Module Tutor: Andrew Walker 2
Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

You are also expected to, and will be credited for, use basic critical skills in using analytics data. This
includes trends analysis, benchmarking, segmentation, funnel visualizations, goal setting, data
filtering, KPIs and tool customizations. These will be introduced in class, and you will be expected to
read up on them, learn how the tool enables them (with evidence of this learning), and apply them
where relevant to a live data set.

1.1. Your Client and the Task

You will be given access to the Google Analytics account for a real business. There will be the
opportunity for team discussions on the specific business, their website, and the tool in class
workshops. You will provide a report of a minimum c. 3,000 words which provides the following for the
client business, based on your access to the tool, and to the website data:

 Part 1: A succinct strategic context to the business for web measures, frameworks and
processes – why specifically should this business be using analytics, and for what purposes,
processes and marketing outcomes? In the context of their business and website objectives,
what are, and should they be, measuring, and why? This requires a consideration of the
marketing and websites objectives, and the definition of the key web visitor processes and
tasks that should be measured, with priorities. The use of a Web Analytics Maturity Model
(WAMM) is a pertinent way to benchmark the business maturity here 3 (as are other digital
marketing maturity models). It requires critical understanding of digital business models,
digital marketing models, digital marketing maturity levels, and the ways in which digital data
can contribute to measuring and improving them. (Approximately 500 words)

 Part 2: Evidence from the analytics data identifying any specific marketing issues with the
website and their offsite channels – what key things does the off-site and on-site data
evidence? These should include the actionable insights developed in the group project. This
requires a brief critical analysis and insights from the key data, including benchmarked trends,
and the identification of key traffic channels and web site issues evidenced from this data. For
example, these might include: poor geographic localization; ineffective linking strategies; low
quality of traffic from specific sources (such as referral or organic traffic); poor site
engagement for new visitors and/or specific traffic sources; site incompatibility with mobile
devices/operating systems; lack of visitor retention/loyalty; non-completion of critical site
processes/objectives; poor content marketing; badly designed landing pages/content; poor
off-site/on-site ‘funnels; etc. Issues should be evidenced with the data, which needs to be
internally and externally benchmarked and, where appropriate, segmented. This is a challenge
to your analytic skills, in addition to your basic understanding of the tools. Be very careful in
your data analysis, and get help on interpretation from the tutor if required. Always look at
trends, include an internal time series, benchmark externally, and segment where relevant.
Kaushik’s work on ‘actionable insights’ and the ‘so what?’ test are relevant here – see the
course e-text and online resources on these. (Approximately 750 words)

 Part 3: Management recommendations to the business. Always make recommendations

explicit, clear, actionable and measureable. Specifically:

3
Critical application of Stephane Hamel’s online self-assessment tool for analytics maturity, or similar tools, is a
useful exhibit here , if understood and applied critically to the business: https://digitalanalyticsmaturity.org/
Module Tutor: Andrew Walker 3
Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

 How to specifically address and measure the key issues identified in the website data (part
2); and, a proposal for goals and pertinent actionable KPIs for these specific solutions
(relevant to the web site and business objectives). It is important here to understand what
is meant by an actionable KPI, and to align explicit and actionable KPIs (read Kaushik!)
with goals and specific recommendations. A relevant model/framework is useful here 4,
to align proposed KPIs with problem analysis (part 2) and the solutions proposed. A table
is recommended to establish clear alignment. (Approximately 750 words)

 How can the business use the tools and data more effectively to measure and monitor the
effectiveness of the website processes, objectives and marketing outcomes in the future?
How exactly can they improve their analytics maturity, and to what level, exactly? This
critical part of the report will need to include recommendations on any relevant
customization of the tool, and site structure.

You have a ‘basket of low hanging fruit’ to harvest here, if you do some research and think critically.
They may need to: enable Site Search analytics (if relevant) - if the site has or should have a site search
engine, this comes with the complementary recommendation to enable site search analytics in GA to
capture the site search terms (one of only seven reasons to have a site search function); create filters to
remove irrelevant site visitor data, including staff, students, web developers and perhaps other
irrelevant traffic outside the target audience groups (e.g. filtering data by IP address to remove staff
activity) ; they may need to enable Search Console – research this and explain why and for what
purposes they need it; they may need to create custom dashboards – again, say why, and provide
examples; they will need to integrate any proposed paid ads dashboards with GA, and create clear
goals to measure ROAS – again, this requires relevant research; some of many reasons to use the paid
search channel (in addition to the generic benefits of this channel) includes: the easy integration of data
between off-site Ads Dashboard and on-site GA; the opening up of additional audience data in GA; the
resolution of the ‘not provided’ issue; and, as a driver to better analytics, digital marketing and data
maturity for the business. If they wish to use social models better, they need tools and unique metrics
that can measure it’s performance, both on-site and off-site; they may need to remove any existing
goals, and/or create better ones – again, research this, and propose examples based on your learning;
with goals, you can create funnels – should they? For what, exactly (not everything!)? You will need to
define some high-level KPIs that these goals will contribute to measuring. This may require changing
site pages, processes and content; they need to block/remove/filter junk referrals, and set a goal for this
and other channels; they may need to set a default benchmark and time series to implement in custom
dashboards; they need to integrate/consolidate the off-site data; if they implement an e-newsletter,
you need to propose a tool and analytics to measure it’s performance, with metrics and a goal – again,
this requires independent research, learning and critical application; you also need to incorporate
management recommendations to address any staff/skills issues evidenced by any inability to leverage
value from both analytics and digital marketing (Kaushik’s 80:20 rule, related to staff investment vrs.
analytics tools). Consider also recommendations for any additional measures/tools outside the scope
of Google Analytics. This could relate to onsite survey, social media metrics, measuring video, blogs,
advertising analytics, etc. The individual report requires a consideration of other analytics tools, so any
insights related to, for example, Facebook advertising (or email, or paid search, etc.), requires relevant
research and learning for the inclusion of the relevant off-site analytics tools required to measure
subsequent performance, and the staff skills to utilize them. Where relevant, this also requires the

4
There are many: Chris Jackson’s REAN framework, from his book The Cult of Analytics, is highly recommended: for
example, see https://blog.stormid.com/rean-model-flexible-digital-strategy-modelling/
Module Tutor: Andrew Walker 4
Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

creation of any pertinent site goals to help measure the specific new initiatives/channels. If an
actionable insight was to better leverage content to generate marketing value, they may need to start
measuring content performance – a key application of analytics, and very relevant. Again, this will
require some independent research, not least on content analytics. If an actionable insight was to
better optimize to generate and measure online lead generation, how can this be done? It will
require some research on measuring B2B and B2C leads. They may also need to block/filter ghost and
spam referral traffic. (Approximately 1000 words)

Web analytics and the Google tool will be introduced in class and via the group project work. Class
activities, and the mandatory online assessments, will also provide the opportunity to learn, get help,
and develop content for this task. It is essential for students to engage with the key reading and learn
about the custom functionality of the specific tool, specifically the required Google Analytics Academy
(and optional Digital Garage online lessons) and the key chapters in the Kaushik e-text (all on Moodle).

1.2. Indicative Considerations for Analytics Project Work

You will need to identify the relevant critical areas depending on the data, site, the business and the
market. The report needs to consist of evidenced critical analysis and synthesis, not subjective
description. You will need to work hard to analyse the site, and need to think carefully what to
include, and at what level. You will need to evidence the use and application of relevant independent
learning on analytics in relation to the client and the use of analytics.

It cannot be stressed enough to avoid making basic mistakes with the analysis, and to inform your use
of the data with relevant independent learning, especially from the Kaushik text: Analytics 2.0.

Some critical advice for both the Individual and Group projects:

 Don’t get lost in the hundreds of potential metrics to use (but by all means explore some of
them). Think about and define what data and metrics would evidence an effective site for the
business. Look for patterns in the data. Drill down and ask questions from it.
 Don’t use broad un-segmented averages – segment your data to gain insights.
 Use internal & external benchmarking for key data, including onsite and offsite sources.
 It is unlikely the tool is set up in an optimum manner, nor will it be free from data anomalies –
note any issues for inclusion in final recommendations.
 Use a relevant and consistent time series for all data – it will depend on data availability and
the business.
 Depending on your access permissions, consider creating, or at least proposing a custom
dashboard, goals, funnel visualisation and sector benchmarking.
 Clearly title, annotate, date and source all data presented, where you use it.
 Understand the critical differences between ‘Analytics 1.0’ and ‘Analytics 2.0’ – these are
explained in the course e-text, and will be covered in class. The former is just descriptive reporting,
the latter is about developing critical insights and actionable KPIs (the ‘so what?’ test).

1.3. Assessment Criteria – Individual Report

Module Tutor: Andrew Walker 5

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

The value of your work will be ultimately assessed on its practical usefulness and relevance to the
business, the demonstration of critical understanding of web analytics, and the tool. The specific
assessment criteria are:

 Overall understanding and use of web analytics tools and data for measuring performance,
including benchmarking, segmentation, trends analysis, goal definition and funnel visualizations
(1 mark)
 Part 1: understanding of the strategic and business context for digital analytics (0.5 marks)
 Part 2: evidenced identification of actionable insights related to specific marketing channels
and/or usability issues with the website and their off-site traffic channels (1 mark)
 Part 3.1: management recommendations to address marketing issues identified, including
relevant goals and KPIs for the explicit measurement of the specific recommendations (2
marks)
 Part 3.2: management recommendations on how the business can use the tools and data
more effectively to measure and monitor the effectiveness of the website processes, objectives
and marketing outcomes in the future (2 marks)
 Evidence of relevant background research and independent learning, supported by data and
examples (1 mark)
 Bibliographic standard and format, including presentation, grammar, references, text citations,
exhibits and data (0.5 marks)

TOTAL : 8 Marks

1.4. Specific Guidance on the Assessment

You are expected to use the basic functions and outputs of the Google Analytics tool to support the
analysis in the report. You will need to be familiar with what the tool can provide, and what other tools
are required to complement the site click stream data that they provide. Extensive resources are
available online and in class sessions to establish what can be measured, why it is important, and how it
can be undertaken. Some consideration will need to be given to the types of tools and resources
appropriate to the size of company and the degree of e-business it is engaged in. Note the
recommended Web Analytics Maturity Model.

Use clearly numbered, titled and sourced data, exhibits, tables and appendices to provide succinct,
relevant and clear information.

Focus on the critical issues and the holistic framework rather than minor detail.

The indicative content should be applied specifically to the client business and website(s).

Students are expected to make intensive use, with evidence, of the Kaushik course e-text, Google
Analytics Academy (and Digital Garage) online lessons, relevant web resources, and academic
research to support this project. All class sessions and learning resources are directly applicable to the
coursework task.

Module Tutor: Andrew Walker 6

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

You will need to learn about a wide range of ‘basic’ analytics concepts and custom tools. These include:
funnel visualizations; goals; KPIs; data filters; using segmentation; benchmarking; using plug in tools,
(like Search Console), Site Search and In-page analytics; e-commerce analytics; event tracking; Google
Ads data integration; etc.

Many businesses are at a low level of analytics maturity and may have very basic implementations of the
tools and issues with their use. Be critical about any gaps identified between the theory and realities
evidenced. While you may not be able to actually change the sites, you will be able to develop a
coherent set of recommendations to guide the business in the future use of the available data, web
analytics and relevant tools, including restructuring the site, and tool, to make the key processes and
marketing KPIs measurable.

While we are using Google Analytics for this task, the underlying concepts and functions are relevant to
most analytics tools, and you are also encouraged to research and incorporate wider recommendations
for relevant tools in your analysis, both on-site and off-site (such as in social media channels).

1.5. Submission Arrangements and Further Guidance

Students are expected to make intensive use of the relevant chapters of the course e-text (Analytics
2.0, by Avinash Kaushik), shared learning from the Group Project, relevant web resources, and
academic research to support this project. The three parts should be integrated via cross-referencing
and supported by succinct critical analysis, with clear exhibits, to avoid duplication, save space and
demonstrate synergy/’business fit’.

Submission: in electronic copy to Moodle. Deadline is: Sunday 15th May, 2022, midnight on that day
(German/French time):

Approximate word limit: Minimum 3,000 words. There is no penalty for exceeding this minimum
guideline – but a succinct high level approach will gain more marks than a large volume of poorly
used, irrelevant, descriptive and superficial content.

Indicative content and structure for the report are provided in Appendix A. General guidance on
academic standards for the submission are provided in Appendix B.

Module Tutor: Andrew Walker 7

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

2. Individual Assessment: Google Analytics Academy Online Certifications & Google Analytics
Individual Qualification (GAIQ) exam (/4 – 20%)

1.1. Introduction

Analytics Academy offers free, online courses on Analytics and other data analysis tools. You will use
Analytics Academy to prepare for and take the Analytics Individual Qualification (IQ) online exam—an
industry recognized qualification. Individually, you will complete, and evidence the completion, of three
online activities (20%), all closely related to the other assessments, class topics, and digital analytics.
You will all complete the following three mandatory online activities:

 Google Analytics Academy: Google Analytics for Beginners:

https://analytics.google.com/analytics/academy/

 Google Analytics Academy: Advanced Google Analytics:

https://analytics.google.com/analytics/academy/

 Google Analytics Individual Qualification (GAIQ) exam, on the Skillshop platform:

https://skillshop.exceedlms.com/student/path/2938-google-analytics-individual-qualification

The Google Analytics Individual Qualification (GAIQ) online exam is a recognized industry certification
that will improve your CV profile and potential job opportunities. The GAIQ exam is a multiple-choice
test of 70 questions, and takes c. 45 - 60 minutes. You have a maximum of 90 minutes to complete the
exam, and cannot pause the exam process once started. You need 80% to pass and gain the Analytics
IQ badge i.e. 56 correct answers out of the 70. This certification is then valid for 12 months. You can re-
sit the GAIQ exam 7 days after failing it. Leave time before the final individual report deadline to allow
resitting the exam in case you fail the first (or second!) time. There are no marking penalties if you pass
on a subsequent attempt, as long as you meet the deadline. Note that you will not know which answers
were incorrect, so there is no point in simply retaking the exam to increase an existing pass score. There
are options to complete the exams in several languages.

The sooner you do these, the more use they will be to class and assessment learning. On completion
of each, you will receive a confirmation ‘badge’ and GAIQ exam certification. You need to capture
exhibits evidencing these completed activities, along with your user id, and include them in the
appendices of your individual report (see below). In addition to their requirement for the assessment,
and the clear value to the other assessment exercises, completion of these gains the GAIQ certificate,
which you can include on your CV. These should also significantly enhance the depth, quality and
marks for both your Group and Individual Projects. The sooner you undertake them, the more they
will benefit your module work, particularly in developing management recommendations in your
individual report.

Note that the two analytics courses are undertaken on the Google Analytics Academy platform. You
will need to use your own Google account, and register for the courses. Each of the two course
completions are evidenced with a digital certificate, which you will submit to Moodle. In total, the
Beginners and Advanced courses take between 1 to 2 hours, depending on individual learning pace. The
Google Analytics Individual Qualification (GAIQ) exam is taken on the Skillshop platform, and data is

Module Tutor: Andrew Walker 8

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

not shared between the two platforms – so you will need to go there for the exam, and, if you pass the
exam, collect and capture your Analytics IQ badge. Google does not provide the Analytics IQ badge -
Skillshop does. This will then be submitted, with your explicit exam % pass score, to Moodle with your
two Google course completion certificates.

Note that you do not need to join Google Partners to test for and take the Google Analytics (GAIQ)
exam. Do this with your individual Google account via Skillshop:
https://skillshop.exceedlms.com/student/path/2938-google-analytics-individual-qualification

2. Help and Resources

There is extensive help and advice available online on both the processes and gaining the certificates.
You are encouraged to use these and other online sources to prepare for the exam. See, for indicative
examples:

 How to Prepare for the Google Analytics Individual Qualification (GAIQ) Exam (includes links
to study materials): https://www.e-nor.com/blog/google-analytics/google-analytics-
certification-gaiq

 Google Analytics certification study guide & free learning materials:

https://www.mikkopiippo.com/free-study-material-for-new-google-analytics-users/

 Google Analytics Individual Qualification (GAIQ) 2020 – Study Guide with Questions:
https://www.optimizesmart.com/prepare-gaiq-test-tips-veteran/

 Google Analytics Certification Exam | GAIQ Test | How to Pass It:

https://www.ibeamconsulting.com/blog/google-analytics-certification-exam-gaiq-how-to-pass-
it-2/

 Analytics IQ FAQ: https://analytics.google.com/analytics/academy/

 Analytics Academy: https://support.google.com/analytics/answer/3424287?hl=en

 Analytics Training and Support: https://support.google.com/analytics/answer/4553001?

hl=en&ref_topic=3424286

 Be Real-World Smart: A Beginner's Advanced Google Analytics Guide:

https://www.kaushik.net/avinash/real-world-smart-beginners-advanced-google-analytics-guide/

3. Assessment Criteria – Individual Certifications and GAIQ exam (/4)

Note that the assessment weighting criteria (see below) awards 0.5 marks for each of the two online
course completions (Beginner and Advanced), and 3 marks related to the GAIQ exam score. It is
essential that you include your explicit exam score (%/100) in your Moodle submission, with your
Analytics IQ badge. If you just include the badge, with no score, it will be counted as a pass (1/3). It
should be clear that your exam score is not the same as your module grade: you will gain module marks

Module Tutor: Andrew Walker 9

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

based on what your exam score is between 80 – 100%. You need to include this % score, captured
from Skillshop, in your final submission. See the table below:

Note, understand and meet the following marking criteria, against which your individual submission will
be assessed:

 Google Analytics for Beginners completion certificate: (0.5 marks)

 Advanced Google Analytics certificate: (0.5 marks)

 Google Analytics Individual Qualification (GAIQ) exam & Analytics IQ badge, via the Skillshop
platform: (3 marks)

GAIQ Exam Score (%/100) Module Marks (/3)

80 – 82% (Pass) 1
82 – 83% 1.25
84 – 86% 1.5
87 – 89% 1.75
90 – 92% 2
93 – 94% 2.25
95 – 96% 2.5
97 – 98% 2.75
99 - 100% 3

TOTAL Online Assessments: 4 marks.

No marks will be awarded for any partial completion of any of the two online courses, nor for failing the
exam (less than 80%).

4. Submission Arrangements

Three online certificates, with your GAIQ exam score, are to be included in a single Word file, as an
appendix to your individual report, to Moodle. The deadline is midnight (French/German time) on the
night of: Sunday 15th May, 2022.

This is a very simple document appendix submission to your individual report, consisting of 4 exhibits (2
or 3 pages). Examples of the 4 required certificates, which may not look exactly the same as the
examples in the exhibits, are:

Module Tutor: Andrew Walker 10

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

Your explicit exam % score also needs to be captured from the Skillshop GAIQ platform with your
username, NOT simply included as text. You can only submit to Moodle once, so wait until you have all
the completions. ‘Photoshopped’ exhibits are not acceptable ;-).

5. Further Learning and Resources

Note that there are further online courses from Analytics Academy, which you are not required to
complete for module assessment purposes. They will help you develop further ideas for your individual
report. However, they will significantly enhance your CV profile if you wish to pursue job opportunities
in digital marketing. These courses are:

 Google Analytics for Power Users: https://analytics.google.com/analytics/academy/course/9

 Getting Started With Google Analytics 360:

https://analytics.google.com/analytics/academy/course/8

 Introduction to Data Studio: https://analytics.google.com/analytics/academy/course/10

 Google Tag Manager Fundamentals:

https://analytics.google.com/analytics/academy/course/5

Module Tutor: Andrew Walker 11

Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

You are strongly encouraged to complete any additional relevant online modules that you feel will help
with your assessment and wider learning. These may include the following free Google Digital Garage
online training modules (part of a much wider suite of digital marketing online training modules, and
all highly recommended, with a certification), which you are also not required to complete for module
assessment purposes:

 Get started with analytics – 3 lessons, 30 minutes:

https://learndigital.withgoogle.com/digitalgarage/course/customers-needs-behaviours/
module/10

 Find success with analytics – 3 lessons, 30 minutes:

https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing/module/11

 Turn data into insights – 5 lessons, 30 minutes:

https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing/module/139

Further guidance on the assessment exercises can be obtained in the extensive online help resources,
from the Module Tutor in class, during workshops/review meetings, and by tutor email:

Andrew Walker
Associate Professor/Module Tutor
January 24th , 2022
Email: andrew.walker01@yahoo.fr

APPENDIX A: Indicative Content and Structure for Individual Report

The following content and examples are indicative. You are encouraged to think independently,
creatively and apply your own independent research and learning. The content will need to be tailored
to the specific business selected. There are no generic solutions, and approaches will be determined by
the business and the web objectives:

Cover page

Table of Contents

1. Introduction: the business, the website, the topic

2. Part 1: strategic context; generic and specific benefits; analytics maturity; business/site
objectives; key processes; what to measure, and why?
3. Part 2: data analysis and actionable insights, with evidence and examples from Analytics data
and reports; key issues identified and evidenced?
4. Part 3: solutions to issues evidenced from the digital data;
a. tabulated KPIs for solutions, aligned to specific recommendations; table and model
showing alignment;
b. recommendations for future use of tool, and analytics; recommendations for tool
customization and data filtering, with examples created using Google Analytics
Module Tutor: Andrew Walker 12
Grenoble Ecole de Management
 Year: 2021 - 2022 Module: Digital Marketing 2 – Digital Analytics
Syllabus revision: December 2021 Course: M.Sc. Marketing Management (Berlin)

5. Conclusion: summary of key recommendations and high-level conclusion for the business
6. Bibliography (British, Harvard Standard or similar)
7. Appendices, including clearly sourced exhibits/data not included in the main text, and online
certifications evidence

APPENDIX B: General Academic Guidance on the submission

All materials must be properly referenced to a consistent bibliographic standard, including text
citations and clearly numbered, titled and sourced exhibits. Length required is advised above. Longer
work will not be penalized. However it should be noted that a concise and professional style which is
well focused and clear in the points being made will gain good credit. Originality, quality of argument
and good structure are required. Your submissions will be expected to demonstrate the following
qualities:

1. Answering the central focus of the assignment topic and targeting the detailed assessment criteria.
2. A critical use of relevant literature/sources and its use to support argument, substantiate model(s)
and other aspects of the assignment.
3. Taking ownership of the content, being prepared to debate and argue a personal position, evidence of
evaluative skills. Your submission must have interpretation and consideration of the challenges and
issues of taking theory into practice (using the case and/or personal experience).
4. Ability to apply relevant theoretical concepts in a critical manner
5.Logical flow of ideas and treatment; imaginative approaches; appropriate
selection of real-world factors related to the model(s) or specific assignment topic.
6. Evidence of additional personal research, and the ability to analyse material from a variety of
appropriate relevant perspectives. A clear listing of references and/or bibliography. 
7. Presentation, structure, grammar, pagination, cover page, contents page, appropriateness of
methodology, breaking into section headings/subheadings, professional report format.
8. A strong conclusion and recommendations.
Please ensure that you reference material which you take from text books, tools, published documents,
online sources, etc. in the main body of your report, at the place you use it, as well as listing the
publications in a bibliography at the end. NB: Marks will be awarded for proper referencing and
originality of work. Also note that plagiarism is a serious offence and your submission will be
electronically checked.

Your report must be submitted as single files to Moodle, no later than the date agreed with your tutor.
Please note that lecturers and students are not allowed to negotiate individual extensions. Late
submission could result in failure.

Module Tutor: Andrew Walker 13

Grenoble Ecole de Management