In reviewing publicly accessible information and access to the respective organization’s Google
Analytics, how (and what) would you measure to identify the best customers based on the number of
transactions per year, total spend, and average spend. Identify the other KPIs that you would use,
along with identifying what data would be involved in determining those KPIs. Once you have
identified the KPIs, construct a digital strategy leveraging a variety of marketing initiatives, to grow
both the number of users of the program, the frequency of purchases, the referrals made to other
non-members, the number of products purchased per order, and the average basket (order) size.
What techniques, technologies, initiatives, and capabilities would you use, following what you did for
the team project?
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