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Imagine that you have just opened a new shop selling DIY (do-it-yourself) products including sewing and knitting kits, fabric, paint etc. While your main shop is offline, you also have an eCommerce website, and you are thinking of a strategy to engage with your customers on your digital platforms. Using the material relating to the Digital Marketing Funnel and the Web Analytics Stages of Implementation, outline your digital marketing strategy/tactics and provide an overview of the following:
Your Key Business Requirements (maximum 4);
Your conversion events;
Your Key Performance Indicators (maximum 3 per KBR).
In addition, provide an explanation of what attribution model(s) you could set up for each conversion event and why. You should explain your strategic choices in full sentences, but you can provide the KBRs > Conversion events> KPIs overview in a table format.