Mastering Metrics June 2015

CIM Level 6 Diploma in Professional Marketing
Mastering Metrics (2201)
June 2015
Assignment
The assignment comprises THREE compulsory tasks
Task 1 is worth 20 marks
Task 2 is worth 35 marks
Task 3 is worth 35 marks
10 marks are available for format and communication of information
Total marks available – 100
Candidate guidance
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Answer all tasks
The available marks are shown alongside each part of the task
10 marks are available for overall format and communication of information
Read all tasks carefully before attempting them
© The Chartered Institute of Marketing 2015
Mastering Metrics (2201) – June 2015
Scenario: Evaluating the Potential of Future Technology Investments to
Support Marketing
An important aspect of making a marketing investment is evaluating the success of the
investment, with marketing metrics offering valuable insights in doing so. A range of
metrics can be used by marketers to consider and evaluate investment effectiveness.
As part of your role as a marketing analyst for your chosen organisation, you have been
asked to compile a report evaluating the potential of a possible future investment, to be
made within the next 12 months, in a type of technology to support marketing. You are
asked to apply a range of relevant marketing metrics to evaluate the impact of this
investment.
You should select an organisation where you will have access to relevant statistics and
financial data that will enable marketing metrics to be applied. With reference to this
organisation, you should be able to present its current use of data, particularly in relation
to making marketing and wider business decisions. Therefore, it is important that you are
able to:
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collect appropriate data
identify which data is used to make appropriate marketing decisions
explain how it is used
demonstrate the impact of marketing metrics on marketing and wider business
decisions.
Guidance notes:
This assignment is made up of three tasks which should flow as a single document. There
are TEN marks available for continuity of tasks, appropriate language and format used.
This is awarded under ‘Format and communication of information’.
The purpose of this assignment is to equip you with the ability to selectively analyse
different sets of marketing data for insight, and to undertake effective decision making in
relation to the utilisation of marketing resources.
You have been asked to select an organisation which will be faced with the real or
imagined scenario of a planned future investment in technology to support marketing.
Your advice is needed on decisions in this area, and to present appropriate advice you
should utilise a wide range of marketing metrics to analyse a selection of data gathered.
You should acknowledge all sources/methodologies/applications using the Harvard
referencing system.
Maximum page count: 16 pages
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Mastering Metrics (2201) – June 2015
TASK 1
Assessment criteria covered in Task 1:
AC1.1, AC1.2, AC1.3, AC1.4, AC2.1, AC5.1, AC5.3
Please refer to the module specification for assessment criteria details.
In this first section of your report, you should discuss how technology and metrics are
currently used to support marketing in your chosen organisation.
Required:
(a)
Using the organisation summary guidelines, provide a background to
your chosen organisation. This section should be placed at the end of
your report.
(b) Identify and explain the role of marketing metrics in the context of
marketing and the process of making marketing decisions in your chosen
organisation. You should refer to relevant theory within this subtask.
(c)
(5 marks)
(5 marks)
Identify any key types of technology currently being used to support
marketing activities in your chosen organisation. Evaluate how
effectively this technology currently supports the marketing function of
the organisation.
(5 marks)
(d) Explain how effectively marketing metrics are currently utilised in your
chosen organisation.
(5 marks)
(Total – 20 marks)
(Maximum page count – 4 pages)
(1 page of the total 4 pages for this task should be used for the organisation summary)
Page 3 of 8
Mastering Metrics (2201) – June 2015
TASK 2
Assessment criteria covered in Task 2:
AC1.2, AC1.4, AC2.1, AC2.2, AC2.3, AC3.1, AC3.2, AC3.3, AC4.1, AC4.2, AC5.3,
AC6.2
Please refer to the module specification for assessment criteria details.
This part of your report centres on marketing performance in relation to a potential new
investment in technology to support marketing, using a review of data relating to your
chosen organisation’s marketing function. In addition, the use of a marketing dashboard
will enable a diagnosis of current business strength, and will assist in making strategic
decisions.
Required:
(a)
Evaluate the impact of current technology supporting the marketing
decision-making of the chosen organisation, through analysis of
relevant data relating to marketing activity. Determine the areas of the
marketing function which would benefit most from potential new
investment in technology, with reasons.
(b) Identify and discuss a potential new technology investment which
would enhance the effectiveness of your chosen organisation’s
marketing function. Using marketing metrics, prepare an appraisal of
the proposed marketing technology investment, including consideration
of the return on investment.
(c)
Prepare a dashboard of the marketing metric tools used, showing a
visual/graphical/numerical comparison of the main metrics which will
help the chosen organisation evaluate the proposed marketing
technology investment.
(d) Reflect on the quality of data available to evaluate the new technology
investment. Analyse the effectiveness of this data in supporting the
investment decisions to be made.
(10 marks)
(10 marks)
(8 marks)
(7 marks)
(Total – 35 marks)
(Maximum page count – 6 pages)
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Mastering Metrics (2201) – June 2015
TASK 3
Assessment criteria covered in Task 3:
AC4.1, AC5.1, AC5.2, AC5.3, AC6.1, AC6.2, AC6.3
Please refer to the module specification for assessment criteria details.
You should now reflect on the value of technology to support marketing, by preparing a
briefing paper for your chosen organisation. This briefing paper should evaluate TWO
further potential technology investments which could support the chosen organisation’s
marketing function.
Your briefing paper should include consideration of how any further new technology
investments to support marketing activities could be measured and monitored in the
future.
Required:
(a)
Identify TWO different potential technology investments which could
support the chosen organisation’s marketing function. Evaluate the
application of each of these in terms of their relevance for your chosen
organisation.
(b) Identify the benefits and limitations of each of the TWO different
potential technology investments, together with a recommendation as
to their future use within your chosen organisation.
(c)
Recommend a series of appropriate metrics to measure and monitor
the effectiveness of the TWO new technology investments by your
chosen organisation’s marketing function. This should include
recommendations as to who in the chosen organisation should take
responsibility for measuring and monitoring marketing technology
effectiveness in the future.
(13 marks)
(13 marks)
(9 marks)
(Total – 35 marks)
(Maximum page count – 6 pages)
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Mastering Metrics (2201) – June 2015
TASK 1 – REPORT FORMAT
TASK 1 MAXIMUM page count: 4 pages
Within Task 1 candidates should be able to identify a range of
different metrics relating to marketing, and link these to decisions
made within the chosen organisation. In addition, the candidate
should consider the use of technology which supports marketing
activities and the wider marketing function.
Guidance notes:
Specific application to the candidate’s chosen organisation is
essential. In Task 1 candidates should consider how technology is
used to support marketing decisions within the chosen organisation,
together with the current use and application of marketing metrics to
support the marketing function.
TASK 2 – REPORT FORMAT
TASK 2 MAXIMUM page count: 6 pages
The purpose of this task is to equip the candidate with the ability to
selectively analyse different sets of marketing data for insight, and to
undertake effective decision making in relation to the utilisation of
marketing resources, particularly in terms of investment in
technology to support marketing.
Guidance notes:
In order to present a clear picture of these metrics, marketing has
developed the approach of dashboarding. This uses a selection of
the most relevant marketing metrics aiding an evaluation of the
technology investment, all represented at the same time, thus
providing a comparison.
Candidates will need to utilise the data relating to the use of
technology to support marketing which they were recommended to
collect previously. This data should be analysed within this task. The
analysis should offer the opportunity to select those metrics which
will support the best advice on the potential investment in
technology.
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Mastering Metrics (2201) – June 2015
TASK 3 – BRIEFING PAPER FORMAT
TASK 3 MAXIMUM page count: 6 pages
The final section relates to further potential investments in
technology to support marketing within the chosen organisation. In
addition, the application of these additional technology investments
is to be considered and presented in the format of a briefing paper.
Guidance notes:
The candidate should consider how any implementation of the
proposed technology in the chosen organisation could be monitored
using relevant metrics and staff resources.
Typical future technology investments to support the marketing
function could include, for example, real-time data analysis tools,
social media analytics tools, plus a wide range of other technologybased investments.
Page 7 of 8
Mastering Metrics (2201) – June 2015
Organisation summary
To be included at the end of the report. Contents will contribute to the FIVE marks
available in Part (a) of Task 1. The following headings should be included:
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Organisation name
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Type of organisation, for example, profit or not-for-profit, local, national, global, and
type of legal entity
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Size of organisation in terms of turnover and number of employees
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Range of products and services provided
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Customer base, for example, B2B/B2C
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Competitors
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Cross-functional relationships within the organisation
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Other important stakeholders
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Other relevant information
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