Digital marketing analytics guide for the business of an online influencer. Case: Lavendaire, US
Nguyen, Quynh (2019)
Nguyen, Quynh
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052712137
https://urn.fi/URN:NBN:fi:amk-2019052712137
Tiivistelmä
This study is a project-oriented thesis. The thesis objective is to create a digital data marketing analytics guide for the business of an online influencer, which enables the commissioning influencer to improve her digital marketing performance.
The commissioning influencer, Aileen, owns an online business called Lavendaire, where she inspires women all over the world about personal growth and lifestyle design by sharing weekly knowledge and inspiration. People are able to reach Lavendaire through a search engine, its website and social media.
The thesis project consists of five main tasks: (1) Acknowledging the basic concepts and importance of digital marketing analytics for the business of an influencer, (2) Explaining three types of digital marketing analytics and their use cases applied in the commissioning business, (3) Defining the research methods and resources to create the guide, (4) Creating a complete marketing analytics guide for the commissioning business and (5) Illustrating the process evaluation and self-reflection of the author.
Project tasks 1 and 2 provide the knowledge base of digital marketing analytics and its applications in the business of an online influencer. The third task explains the formation process of the final guide while the fourth task is the illustration of the final thesis outcome – a comprehensive digital marketing analytics guide for the commissioning party. The last task is the summary and reflection of the thesis work.
The final digital marketing analytics guide is expected to provide innovative approaches, practical recommendations and actionable guidance for the commissioning business. The complexity of digital marketing analytics is simplified in the final guide, thereby allowing the commissioning influencer to leverage analytics to accelerate her digital marketing performance. The guide makes digital marketing analytics implementation possible and beneficial even for small and medium-sized businesses.
The commissioning influencer, Aileen, owns an online business called Lavendaire, where she inspires women all over the world about personal growth and lifestyle design by sharing weekly knowledge and inspiration. People are able to reach Lavendaire through a search engine, its website and social media.
The thesis project consists of five main tasks: (1) Acknowledging the basic concepts and importance of digital marketing analytics for the business of an influencer, (2) Explaining three types of digital marketing analytics and their use cases applied in the commissioning business, (3) Defining the research methods and resources to create the guide, (4) Creating a complete marketing analytics guide for the commissioning business and (5) Illustrating the process evaluation and self-reflection of the author.
Project tasks 1 and 2 provide the knowledge base of digital marketing analytics and its applications in the business of an online influencer. The third task explains the formation process of the final guide while the fourth task is the illustration of the final thesis outcome – a comprehensive digital marketing analytics guide for the commissioning party. The last task is the summary and reflection of the thesis work.
The final digital marketing analytics guide is expected to provide innovative approaches, practical recommendations and actionable guidance for the commissioning business. The complexity of digital marketing analytics is simplified in the final guide, thereby allowing the commissioning influencer to leverage analytics to accelerate her digital marketing performance. The guide makes digital marketing analytics implementation possible and beneficial even for small and medium-sized businesses.