Congratulations! You have finished the theoretical part of this module, you are only one step away to be competent in Big Data Analytics. In this last part of the module, which will be practical, you will create your own analytics framework.

This framework is commonly used by digital marketing agencies all over the world, but with more emphasis on understanding and taking action to provide the best experiences for your potential customers.

In this framework you will follow 3 steps: Analysis, Action and Monitor.

To start this exercise you will need a Google Analytics account, if you don’t have a website yet, you can use other platforms or resources as your Facebook Statistics Page.

In the analysis phase you will identify the core audiences of your website, which are the audience you want to target and your current visitors). You need to understand the behaviours of both groups of users since from your Start-up you will have to create great experiences for both of them. Once you know the behaviours of both groups, you need to identify the part of their experiences that could be easily improved.  E.g: you are focusing your analysis on Social Media, and you realise that your “Text” posts posted during lunch time are not having impressions.

This is when the Action phase start. In this action phase you have to come up with concrete plans to improve those experiences/key metrics. E.g.: You decide to post from 6 to 8 PM after doing some research, and instead of text you are going to use videos.

At the same time, you need to start the Monitoring phase, and track the effectiveness of the actions taken. E.g.: Are these video getting impressions now? If yes you probably have to keep an eye on them and always be up-to-date with latest trends, if not, you will probably have to take other actions or redesign them.

Now it’s time for you to start practising. Identify at least 3 elements that can be improved in your website/Social Media. Take screenshots in the analysis stage and monitor stage of the same variables to see how effective the actions you took were! To make it easier for you we have prepared a table with the steps you should follow. So good luck!