This assignment is designed to assess learning outcomes:

1. Discuss the evolution of digital marketing along with the emergence of advanced search engines and click stream mechanisms.

2. Apply the search engine optimization procedure along with effective web design for effective navigation and conversion.

3. Analyse, assess, and evaluate the fundamentals of the data capture mechanism, data segmentation, and application of analytics to marketing strategy.

This assignment requires you to complete the following:

1. Discuss the evolving role of the modern website and how digital analytics has changed the way it is being used in the overall digital marketing strategy, using the theories and framework that you have
learnt in the curriculum.

2. Use the digital analytics framework, analyse and evaluate the Google Merchandise Store as an organisation. Identify its business goals, marketing objectives and key performance indexes. purely about GMS

3. Using web analysis tools, and applying digital marketing software and theory/theoretical framework, analyse and evaluate Google Merchandise Store’s website (googlemerchandisestore.com) performance over the last 6 months, highlighting its efficacy in meeting its marketing objectives and
organisational goals.

4. Recommend how the Google Merchandise Store can improve their digital strategy for the future, focusing solely on its website strategy.