MBA 633 Assignment 1

Digital Analytics, Big Data and technology

Content Page
Introduction to Advanced Natural Company 2
Part A Google Analytics as Tool and Platform 5
Analytics tool and platforms 5
SWOT for Google Analytics 5
How to integrate Google Analytics tool? 6
How Google Analytics work? 6
Part B Business Analytics 8
Previous background 8
Skill set for the role 8
Gaps in skill set and Action plan 9
How to fill gap in skill sets 9
How Business Analytics important for Business 10
Conclusion 11
Referent list 12

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Introduction to Advanced Natural Company
I’m interested in beauty and skin care industry as I had experience as Operation Manager at
Advanced Natural Company Ltd., in Thailand for many years. This company established in 2005
with nearly 30 employees. It has 2 business roles, firstly is solely importing, distributing and
marketing retailing skin care from Australia both online and offline market. Another role is
running 2 beauty centers to support this brand. This natural skin care brand offers many
products lines for face and body; for different skin types and problems. Advanced Natural
claims that it’s made from 100% natural ingredients with high technology to minimize the
molecule to be absorbed deep within cells. This intensive skin care brand is needed to prescript
by professional specialists or beauty therapist.
2 AN beauty centers are located in 2 different shopping centers. This company recruited new
staff with specific qualifications and experiences in order to be beauty specialist. In the
beginning it hired skin care specialist from Australia and experienced Thai therapists to train
staffs.

Objectives and goals

New skin cared treatment brand in new market.
To create awareness of the brand and treatment center.
Stimulate and increase retailing products online and offline markets.
Want to be one of the top skin care center in Bangkok.
The management team differentiates this skin care brand from other brands by putting
professional treatment care and service.
It aims to gain awareness, reputation and draw more customers. Increase sales on a regular
marketing and digital marketing basis.

How to develop brand identity?

Differentiate from other brands by using professional therapist.
Personalize product for each skin type.
100% special formulated natural ingredients.
Advanced and intensive skincare from Australia.
Treatment perform by professional beauty specialist.

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From natural ingredients to professional treatment.

Reason why this company considered to start digital marketing.

This company realized that online presence is important for business nowadays. Online
platforms will assist to compete with other skin care brands within industry and create brand
awareness, moreover to improve its competitive advantage over its competitors.
In the process to market online. It created key digital online platforms such as.
Website to verify accurate information, for example the location, map, pictures of shop,
atmosphere, decoration, products and professional treatments. It is mobile friendly which
mean visitors can search from their mobile phones.
Main function of this website is to interact with clients, link to other social platforms such as
Facebook, Twitter, Instragram. To process order and transaction online.
Blog to show about the benefit of each ingredient, each products, and treatments. Also Q&A
with customers. Will use social influencers to review products and treatments and give beauty
tips.
Social Media - Facebook, Instragram.
Links to relevant information from internal and external websites.
Cooperation with other brands in other industries.

What type of contents are being posed?

Use basic online and digital platforms such as Facebook, Instragram, Twitter and own website
to give informative information about the shop, products and professional treatments. Also
showcase modern and clean decoration, beautiful photos of each ingredients and their benefit.
How each products and treatments could help skin problem.
The relaxation of the treatments. The atmosphere in the treatment room, treatment process.
Celebrities or influencers who use this products and treatments.
Beauty tips.
Promotion, discount and special event discount.
Call center.

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Data source
Data source from existent customers.
Lead online and offline from company marketing activities.
Gain from online and off line advertisement.
Lead purchasing from data mining etc.

How are those platforms working together?

In traditional marketing strategy, they are working well together as all contents in company
website and all social media platforms were put in the same direction. Most contents focus on
giving information about customer experience and reviews on the websites and social media.
Spread out word of mouth in a traditional marketing strategy, trying to increase sale and
searching for a lead for prospected customers.
But in the digital marketing perspective, it’s not enough. There is no tangible measurement and
analytics to support. Company wants to have in-depth understand customer behaviors. To
collect and interpret data to maximize company performance and profitability.
This is why the company chooses Google Analytics to be a company tool and platform.

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 Part A
Analytics tools and platform
The company realized that different technology and software can be used at different stage of
the project. The plan in early stage is to collect and integrate data to maximize company
performance.
Digital analytics is important for the business as it provides a set of measurements that enable
to understand company website and social media performance. To identify customer’s
behaviors, their actions on the website/social media. How to communicate with them and how
to increase customer service and sale performance? And what is the most profitable channel to
use digital marketing strategy.
Advanced Natural (AN) use Google Analytics as company digital tool to measure online and
social media activities. It realized that Google analytics is free so the company can save
operational cost. And it is easy to use even for people who new on digital world can learn how
to use it. It also provides video on YouTube channel to teach how to apply this tool. On top of
that, Google analytics can integrate with other tool such as Google Adwords account. This will
improve the success of AdWords Campaigns.
After a completion of company website and social media platforms such as Facbook, Instragram
and company blog. AN started to use Google Analytics for tracking website and social media. It
would help company to measure sales and conversion, figure out where visitors or customers
are come from. The company can study and understand customer’s behavior and their
preferences. How to keep them to come back.

SWOT for Google Analytics

Strength – free, easy to use, support with other analytics tool and platforms, strong brand
image.
Weakness - Google analytics cannot offer requirement and prediction (Philips 2014, ReDCARPS
framework applied to common digital analytics tools). Dependence on the internet and online
which make it weak to compete with physical companies such as Apple, Yahoo.
Opportunity – offer mobile friendly products, expand more users and penetrate small to
medium market.
Threat – Tough competition in the market. Limitation of some product and service compare to
paid analytics tool.

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Set up Google Adwords and SEO

Created Google Keywords Planner as another digital tool for free Adworks. To point out variety
of keywords to use in Adwords campaigns. For example beautiful skin, skin treatments, pimple,
congestion, professional etc. Which will make contents easily in creating digital content
marketing and SEO.
Using keywords will make Google analytics reliably to find referring keywords.
Moreover can invest some money for a better result on Google paid ads by using PPC – Pay per
Click or Non organic search result - the website will show in the top row whenever user type
some keywords relevant to Adwords we provided. This strategy could effectively increase shop
and brand awareness. To do so we need to understand customer search behavior. Then we can
develop digital strategies for increasing visibility and create interesting contents and messages
to attract what customers are needed.

How Google Analytics work?

After set up the account and code on the website. Google analytics will automatically start to
gathers data and information. This can make the company to access to the reports right away.

This company use Google analytics to see how people find the website. There are more than
billion websites on the internet. This is how Google analytics step in to attract attention in this
overcrowded websites.

Google Analytics has Acquisition section. Which assist company to monitor all information on
how people found this website, the traffic, how many use organic search engine result, how
many people land after clicking from other link, how many come from social media, other
websites, from paid ads etc.

This would help company to manage strategic plans by studying how much online traffic and
can compare with competitors. Does it receive more or less traffic and how long visitor land on
the page? Then use this data to improve website to maximize website awareness, increase
digital marketing strategies and improve competitive advantage.

It also provides Behavior section to give information about what is the most popular page on
the website, and how long visitors spend on each page etc. It helps to understand what kinds of
content create a better communication with customers. And how to improve the least
interesting contents? What information and activities should continue? This analytics helps to
track visitor behavior on the website.

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Google analytics shows website ranking, the most popular page on the website, content’s
ranking, and website traffic. This will help to understand what keywords, contents and which
strategy could increase conversion rate. The company can use this to analyze and find
strategies to improve website and social media based on past successes.

Company can extract desired information from Google analytics tool to find and target prospect
customers. As it provides information on demographics, characteristics, geographic and their
interests online. For example company can search for their target group who is female 20 years
old >, living in 50 km around the beauty center, who has income B+ and special interest in skin
care and fashion.

Google analytics can track bounce rates, keywords to search, returning users. It can track
conversion rate bases on desired action that company set. For example this company will give
away free products or treatment in exchange to sign up email to be company data base. 15%
discount on mother day, activities on social media Q&A to receive free products or treatment
for like and subscription. Or conversion when making a purchase etc. this will help AN to
measure what marketing strategy is right for online platforms to achieve conversion.

For reporting purpose, It’s easy to customize the reports, or even create company own report
by dragging and dropping interface. Report can be in Excel, Google Spreadsheet or more visual
with Google Data Studio. For example create heatmap data in Excel to obtain insights traffic
report by day of week and hour of day.

Report pay the big role for common user or employee in the company as it will gives
management team to make a decision. These data will enable the company to choose the right
channels, advertisement. And determine which one shows the good outcome and which one to
invest money on.

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 Part B
In 2020, there will be 2.7 million job postings for data science and analytics roles. (America’s
Data Science and Analytics Talent: The Case for Action, 2018)
Previous background
When I started work at this company I was operation staff in BI personas as Casual Consumers
who applied simple digital analytics technology for weekly report, monthly report. Use the tool
to complement the role. The data that I acquired were from self-service Google analytics.
As small company I had to work toward as Data Scientist: Consumer who collected data and
information. Reported data and presented in spreadsheet, Excel, Pivot, PowerPoint and data
visualization to improve company performance. Because the role demanded to worked with
Google analytics and extract insightful information and use technology to assist company
decision making.
Then I became operation manager who has more responsibility and acted as Power User to
apply analytics tool to analyze business and department performance. This role needs to use
operational expert to analyze business in operational perspective.
Because I have non IT background I needed to work closely with IT technician. With a little bit of
statistic and analytics skills but know about business goals and objectives. My main
responsibilities were to decide the right technology to operate, use analytics to analyze
customers, new customer, customer behavior, company strategy, income and performance.
I was comfortable exploring and analyzing data, by using existing dashboards and templates,
and existing data models from Google analytics as tool and platforms. Use technology for a
range of analytics – repotting, data visualization, data discovery, etc.
I have skills in MS Excel, Pivot also data collection, preparation, cleansing, and transforming
data.
Understanding the whole process as big data analytics is challenging for me. Because I was rely
to only report and dashboard from ground theory report. I want to fully understand the right
insightful data to integrate and apply it effectively.

Skill sets for Business Analytics.

- Knowledge of Mathematics and statistics skill, computer science and expert in domain. These
skill sets will use to identify the right data to analytics.

- Strategic thinking and communication skill.

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- Expert in data visualization and story telling

- Knowledge of business insight to measure business performance and growth.

- Cloud integration and technical infrastructure expert.

- Ability to understand programing language and code.

Gap in Skill sets and Action plan

I need to up skill and learn many things as list below to become business analytics.

- Learn to conduct program language and code. Understand computer programing language
such as Python, R, Java, and C++. I would start with Python as it’s easy for beginner to use and
learn. This will fill in the gap as understanding any basic language will help to pick up other
languages easily. https://www.python.org/about/gettingstarted/

- know how to ask the right question can make data analytics know what data to use. To be
successful in data analytics start with asking the right questions. Because their function and
decision making are different from company executive which are problem solvers? Data
analytics need to ask the right question to create analytics frame to impact the business. this
will enable the impact of using the right data to influence decision making. (Data Scientist :
Reality vs Expectations https://youtu.be/8LucP1wiX1g )

- Understand database, analyze data know how to use tool such as R, HIVE, SQL, Scala, HIVE etc.
will be a good platform to become Business analytics. It’s important to conduct statistic
analysis from overcrowded data.

- Comprehend core quantitative skill such as numerical and statistical analysis. It will assist big
data analytics to use neutron networks and machine learning.

- To become business analytics need to learn various technologies depend on organizational

requirements. For example SQL and R and etc. That why it is important to learn program
language such as Python, Scala, Linux and etc.

- Have a strong Understanding of Business and operated domain & Outcomes. Because domain
expert will extend the effective of insightful information. Which will determine business
opportunity or treat.

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- The most important thing is how to Interpret the data. This require many skill set such as
qualitative, qualitative skill, mathematics, creativity and curiosity.

It is difficult to find all these qualification in one person. Just like Venn Dam diagram show
below. Most organizations use user friendly technology to fulfill the gap. This is why Google
Analytics becomes the main tool for this company. It provides analytics tools for different
skillsets to produce ground theory report.

How to fill gap in skill sets?

It is also difficult to complete all the gaps in skillsets. And there is no time to train or find
employee with those qualification. This is why the company who thrive in big data analytics
need to build special talent analytics team. To embrace effort and qualification from many
talented employees. To reach company goals and objectives.
This team comprise with analytics consultant to set the strategic plan, goals and objectives. This
team will includes technical expertise, scientific and business skills, analysts and storytellers.

This special team function is Align to the Business. To develop business strategy and direction
to achieve company goals and objectives. It will work closely with management team to give
the accurate data from business analytics for decision making.

When company invest in data analytics it needs to create innovative culture within company.
The culture that makes the best decision on the best information provided.

How business analytics is impact to the company?

Business Analytics is a role to collect, integrate, storage, interpret, analyze valuable data and
use the right data to solve business problems, predict future action and make business decision.
It’s not only tool and technology but also the way of thinking and acting.
To become successful company in data specialist. Company need to allow every employee to be
a part in data analytics. Open the access and promote digital innovation and technology to get
information and use analytics tool and technologies to increase both employee ability and
organization their performances.

This practice allows everyone in the company to access, connect and interact to data and
information. As a result will increase number of data science for better insightful information
this practice will maximize growth, improve productivity, and lessen risks for decision making.

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 Conclusion
Part A.
Google analytics enable Advanced Natural to build and measure business with online tool and
platform. The company can use to measure website, social media and online performance. It
also helps to identify company goals, objectives, compare different traffic channel and sources.
Increasing online visibility, measure page/content conversion, prioritize budget and improve
user experiences. Use geography or demography to find and market for prospected customers
and etc. this tool assist AN to achieve its goals and objectives.
Part B.
Becoming a business analyst requires many skill sets. role to collect, integrate, storage,
interpret, analyze valuable data and use the right data to solve business problems, predict
future action and make business decision. It include tool, technology, the way of thinking and
acting. Non IT background needs to put more effort to learn new things such as programming,
computer and technology. And also improve business experience and domain expertise. To
become effective business data specialist, company needs to empower employee with tools
and technologies to increase effective performance and productivity.

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