Passed on 7 April, 2025
5. Analytics in practice
In this lesson, we’ll explore how a business uses analytics to help improve its content performance.
✅ Learning objectivesBy the end of the lesson, you will be able to:Identify ways to use analytics to inform digital marketing decisions.Evaluate the effectiveness of digital marketing strategies using analytics data.
Learning objectives
By the end of the lesson, you will be able to:
Identify ways to use analytics to inform digital marketing decisions.
Evaluate the effectiveness of digital marketing strategies using analytics data.
Boosting sales for Sunny Bakes
Let’s find out more about how data analysis can help boost sales for Sunny Bakes.You must answer all the questions to move to the next lesson.
You must answer all the questions to move to the next lesson.
You must answer all the questions to move to the next lesson.
Meet Emmeline
Emmeline owns Sunny Bakes, a small chain of 5 cafes that specialise in pastries. Emmeline has recently launched the Sunny Bakes website which offers home deliveries of pastries to the local area around her cafes.There are a lot of holiday homes in the villages surrounding her cafes and she wants to encourage holidaymakers to order her pastries for breakfast.
There are a lot of holiday homes in the villages surrounding her cafes and she wants to encourage holidaymakers to order her pastries for breakfast.
There are a lot of holiday homes in the villages surrounding her cafes and she wants to encourage holidaymakers to order her pastries for breakfast.
Messy metrics
Emmeline wants to sell Sunny Bakes Breakfast Boxes through her website. She has decided to choose blog posts and social media posts as her digital channels, but she isn’t sure how to track if her strategy is working.Which conversion metrics should Emmeline focus on?
Which conversion metrics should Emmeline focus on?
Which conversion metrics should Emmeline focus on?
The number of page views the blog receives.
The number of transactions made on the site which include a Breakfast Box.
The number of people who visit the directions page to a Sunny Bakes location.
The number of visitors that come to their website from social media.
Show Answer
Show Answer
Almost.To find out if her strategy to sell Sunny Bakes Breakfast Boxes is working, Emmeline could measure:The number of page views the blog receives.The number of transactions made on the site which include a Breakfast Box.The number of visitors that come to their website from social media.
To find out if her strategy to sell Sunny Bakes Breakfast Boxes is working, Emmeline could measure:The number of page views the blog receives.The number of transactions made on the site which include a Breakfast Box.The number of visitors that come to their website from social media.
The number of page views the blog receives.The number of transactions made on the site which include a Breakfast Box.The number of visitors that come to their website from social media.
The number of page views the blog receives.
The number of transactions made on the site which include a Breakfast Box.
The number of visitors that come to their website from social media.
Careful comparisons
Emmeline has gathered a month’s worth of data, but on its own, it doesn’t tell her much about the performance of her blogs and social media posts.How can she find out if her strategy is working?
How can she find out if her strategy is working?
How can she find out if her strategy is working?
Compare last month’s blog post data to current blog post data
Compare the previous month’s total transactions to this month’s sales of Breakfast Boxes
Compare how many visitors have come to their website from social media in the last quarter to the current month’s rate
Compare last July’s in-person visits to the store to this July’s visits to the website
Show Answer
Show Answer
Almost.Emmeline could find out if her strategy was working by:Compare last month’s blog post data to current blog post data.Compare how many visitors have come to their website from social media in the last quarter to the current month’s rate.
Emmeline could find out if her strategy was working by:Compare last month’s blog post data to current blog post data.Compare how many visitors have come to their website from social media in the last quarter to the current month’s rate.
Compare last month’s blog post data to current blog post data.Compare how many visitors have come to their website from social media in the last quarter to the current month’s rate.
Compare last month’s blog post data to current blog post data.
Compare how many visitors have come to their website from social media in the last quarter to the current month’s rate.
Detailed demographics
The social media sites that Emmeline uses for Sunny Bakes provide detailed information about the people who follow or subscribe to her business account, as well as the posts themselves.Which of the information below could help Emmeline create content that will be effective at helping her meet her goal of selling Breakfast Boxes to local vacationers?Once you’ve completed all the statements, the correct answers will be displayed.
Which of the information below could help Emmeline create content that will be effective at helping her meet her goal of selling Breakfast Boxes to local vacationers?Once you’ve completed all the statements, the correct answers will be displayed.
Which of the information below could help Emmeline create content that will be effective at helping her meet her goal of selling Breakfast Boxes to local vacationers?Once you’ve completed all the statements, the correct answers will be displayed.
Once you’ve completed all the statements, the correct answers will be displayed.
Once you’ve completed all the statements, the correct answers will be displayed.
Almost.Emmeline can use the gender, age, and location of her audience to help her choose appealing topics, and share them in places where her audience can find them.Post engagement, the best time to post, and click-through-rate can tell Emmeline which of her posts are the most successful, and what time her audience is most likely to interact with her posts.The total followers for Sunny Bakes’ account isn’t a helpful metric in this instance as it doesn’t give Emmeline any information about her audience, the content they like, or whether or not they are visiting her website.
Emmeline can use the gender, age, and location of her audience to help her choose appealing topics, and share them in places where her audience can find them.Post engagement, the best time to post, and click-through-rate can tell Emmeline which of her posts are the most successful, and what time her audience is most likely to interact with her posts.The total followers for Sunny Bakes’ account isn’t a helpful metric in this instance as it doesn’t give Emmeline any information about her audience, the content they like, or whether or not they are visiting her website.
Post engagement, the best time to post, and click-through-rate can tell Emmeline which of her posts are the most successful, and what time her audience is most likely to interact with her posts.The total followers for Sunny Bakes’ account isn’t a helpful metric in this instance as it doesn’t give Emmeline any information about her audience, the content they like, or whether or not they are visiting her website.
Post engagement, the best time to post, and click-through-rate can tell Emmeline which of her posts are the most successful, and what time her audience is most likely to interact with her posts.The total followers for Sunny Bakes’ account isn’t a helpful metric in this instance as it doesn’t give Emmeline any information about her audience, the content they like, or whether or not they are visiting her website.
The total followers for Sunny Bakes’ account isn’t a helpful metric in this instance as it doesn’t give Emmeline any information about her audience, the content they like, or whether or not they are visiting her website.
The total followers for Sunny Bakes’ account isn’t a helpful metric in this instance as it doesn’t give Emmeline any information about her audience, the content they like, or whether or not they are visiting her website.
Taking action
Emmeline recently posted two new blogs on the Sunny Bakes website.Their analytics tool revealed that this is how the blogs performed:Why the French breakfast is better:200 views with users spending an average of 30 seconds on the pageA local sunrise hike – with breakfast:1000 views with users spending an average of 90 seconds on the page
Their analytics tool revealed that this is how the blogs performed:Why the French breakfast is better:200 views with users spending an average of 30 seconds on the pageA local sunrise hike – with breakfast:1000 views with users spending an average of 90 seconds on the page
Their analytics tool revealed that this is how the blogs performed:Why the French breakfast is better:200 views with users spending an average of 30 seconds on the pageA local sunrise hike – with breakfast:1000 views with users spending an average of 90 seconds on the page
Why the French breakfast is better:200 views with users spending an average of 30 seconds on the pageA local sunrise hike – with breakfast:1000 views with users spending an average of 90 seconds on the page
Why the French breakfast is better:200 views with users spending an average of 30 seconds on the page
A local sunrise hike – with breakfast:1000 views with users spending an average of 90 seconds on the page
Her audience prefers content about local hiking
correct
Other local activities that the Sunny Bakes Breakfast Box would compliment
correct
If blog readers were more likely to look at directions to their local Sunny Bakes
incorrect
Show Answer
Show Answer
Almost.The data tells Emmeline her audience prefers content about local hiking. This also suggests posts about other local activities could be popular with Sunny Bakes's blog post readers.However, to find out if the blog posts were contributing to selling more Breakfast Boxes online, Emmeline would need to find out if blog readers were more likely to purchase a Breakfast Box than other website visitors.
The data tells Emmeline her audience prefers content about local hiking. This also suggests posts about other local activities could be popular with Sunny Bakes's blog post readers.However, to find out if the blog posts were contributing to selling more Breakfast Boxes online, Emmeline would need to find out if blog readers were more likely to purchase a Breakfast Box than other website visitors.
However, to find out if the blog posts were contributing to selling more Breakfast Boxes online, Emmeline would need to find out if blog readers were more likely to purchase a Breakfast Box than other website visitors.
However, to find out if the blog posts were contributing to selling more Breakfast Boxes online, Emmeline would need to find out if blog readers were more likely to purchase a Breakfast Box than other website visitors.
Sales success
Emmeline has seen an increase in online sales of the Sunny Bakes Breakfast Box over a 3 month period, with some customers ordering multiple times.She wants to know which digital channels people are finding out about the Breakfast Boxes and what made people order again. This will help her refine her content strategy.How could she find all this out?
She wants to know which digital channels people are finding out about the Breakfast Boxes and what made people order again. This will help her refine her content strategy.How could she find all this out?
She wants to know which digital channels people are finding out about the Breakfast Boxes and what made people order again. This will help her refine her content strategy.How could she find all this out?
How could she find all this out?
How could she find all this out?
Ask returning online customers to write reviews and complete surveys about the Breakfast Boxes
Ask returning in-store customers to write reviews and complete surveys about the Breakfast Boxes
Use analytics tools to find out where website traffic originated e.g., social media, online search
Use analytics tools to find out what percentage of customers made a repeat order
Show Answer
Show Answer
Almost.Emmeline could use reviews and surveys from returning online customers to find out what made them order more than once, and she could use analytics tools to discover which digital channels led them to the Breakfast Boxes.
Emmeline could use reviews and surveys from returning online customers to find out what made them order more than once, and she could use analytics tools to discover which digital channels led them to the Breakfast Boxes.
Lesson complete
Great job!You’ve explored how a business can use data analytics in practice and have completed this module.Head to the next module to learn all about using social media for marketing.
You’ve explored how a business can use data analytics in practice and have completed this module.Head to the next module to learn all about using social media for marketing.
Head to the next module to learn all about using social media for marketing.
Head to the next module to learn all about using social media for marketing.
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