Internet Data Analysis for Business (DMKT305-1701B-01)

E Business Plan

Angelo D. Allen

MAY 24, 2023

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Table of Contents

Section 1: Enterprise Marketing Management Plan....................................................................................2

Section 2: Key Performance Indicators........................................................................................................6

Section 3: Data Driven Web Analytics Plan................................................................................................12

Section 4: Search Engine Optimization Plan..............................................................................................18

Section 5: Pay-Per-Click Plan.....................................................................................................................19

References.................................................................................................................................................20

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Section 1: Enterprise Marketing Management Plan

An Enterprise Marketing Management Plan

An enterprise marketing management plan is generally associated with keeping the

business on the right track of success through removing all the challenges and obstacles of the

market when selling the products or services. It is known that enterprise marketing is a

continuous effort that is generally used by a large-scale business in terms of attracting and

securing potential and new customers or clients for a long-time (Sweeney, Dorey& MacLellan,

2015). In the enterprise marketing process, it is necessary to generate a high level of creation of

new leads through maintaining the existing customer base in the market.

Therefore, as the business of an enterprise grows, the marketing strategy would also need

to grow in case of facing new challenges in the business. There could be some biggest threats in

growth of an enterprise, such as misalignment between sales and marketing, as well as lack of

visibility in the communication channels. These are few of the cases that can be possible in

enterprise marketing (Sweeney, Dorey& MacLellan, 2015). At this stage, it is necessary to tackle

these challenges through effective marketing management plan of the enterprise to maintain

success of the business through effective sales of products or services. Now, this paper is taken

to describe about the case study business, offline marketing methods, and proposed online

marketing methods to increase knowledge and understanding. These can be described as below:

Case Study Business

This business is associated with online retailing in which the main product of this

company is shoes. This is an existing company named, ALDO that is a leader in footwear and

accessories in the USA and Canadian market. ALDO sales shoes or other footwear products

online with strategic marketing plan (ALDO, 2017). However, it has retail stores also around the

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globe to make its business efficiency better for the customers. The ALDO is specifically

dedicated towards providing high level of satisfaction to the customers through maintaining

quality and cutting-edge trends. The prices of products of this company are affordable on its

website. ALDO also adopts a good strategy to market the products through communication with

customers via email. ALDO wants to increase the size of the online retailing rather than

expansion of stores at the global level.

The marketing management plan of the ALDO is competitive in the market that can be

seen as launching various types of program for the customers to achieve the goal. ALDO was

very concerned about the efficiency of the products while collecting feedback from the

customers (ALDO, 2017). Based on this feedback of the customers, ALDO decides to encourage

accurate data while retailing online of the shoes products collected from the stores. However, the

negative responses of the customers evaluate the outcomes of the performance of the employees

on the regular basis.

Offline Marketing Methods Currently Used by ALDO

In the marketing management plan of the ALDO in online selling of the shoes products,

currently, it has adopted some offline marketing methods to make the sales and profits very

effective. In this, the offline marketing methods that are currently used by the ALDO can be

considered as print publications, cold calls, and direct mails. In print publications, ALDO prefers

magazines and newspaper, as well as journals to increase the brand visibility and awareness

regarding the products (Popov, 2012). It showcases the expertise of the company to attract

customers and motivate them towards online purchasing. The print publications are associated

with the target audience as the reputable information source. Further, in cold calls method,

ALDO shows a personal touch with interested buyers in which it responds instantly with a

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concrete reason. Cold calls show a great way to reach out towards the potential marketing

partners as a collaboration opportunity.

Now, direct mail is another method that utilized by this company specifically for getting

more potential customers. It is known that direct mail is costlier than the online marketing, but it

is very effective tool to generate lead for the online purchasing. Most of the audience or

customers appreciate receiving direct mail from the company. This is because of the more

personalized approach for the target audience (Popov, 2012). However, this practice of sending

direct mail to the target audience for the marketing purposes is no longer existence. But, most of

the customers or members of target audience prefer direct mail communication sending by the

company than the other methods.

Proposed Online Marketing Methods

The proposed online marketing methods of the ALDO can be assumed as social media,

online advertising, and video. The social media, such a Facebook, Twitter, etc. are very effective

in online marketing because of easy access towards huge volume of online users. The social

media marketing is cost effective than the traditional marketing that attract marketers to take

benefits of social media (Sweeney, Dorey& MacLellan, 2015). In the present scenario, social

media is utilized to cover those areas of the world that cannot be covered by other methods for

marketing of the products.

At the same time, online advertising is also known as online marketing that use Internet

to deliver promotional messages of marketing to the consumers. This is effective to increase

online sales for the products of the company because of the unwanted distraction of the

consumers when advertised the products online. Online advertising involves a publisher and

advertiser that integrate the advertisement by their knowledge and understanding. Further, video

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is also an important proposed method for the online marketing of the products. This is because of

the interesting content of the advertising that users feel flexibility while picking and choosing to

see the message.

Video advertising for online marketing provides right message in an engaged manner in

order assist and striking the right balance between brand promotions and satisfying the curiosity

of the customers associated with the products.

Case Study Business and Integrating Marketing Methods

This case study business of ALDO would effectively integrate marketing methods by

utilizing them in the marketing management plan. These marketing methods can protect from the

challenges and other obstacles, such as competition and cost of the marketing. This case of the

business would integrate these marketing methods through analyzing the effectiveness and

measurement of the online sales improvement than previous record of the sales data (Ortega,

2014). The most effective marketing methods can be implemented in the marketing management

plan of the case study business with the help of suitable and feedback of the customers.

However, it is important to consider about the strengths and weaknesses of the marketing

methods before integrating in the marketing management plan. The strengths and weaknesses of

the marketing methods would help to make a base of an effective management plan for a long

time in online sales successfully (Ortega, 2014). There could be an environment of word-of-

mouth in which this case study business can achieve a successful online sales advantage with

competitive leads in the market.

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Section 2: Key Performance Indicators

Key Performance Indicators (KPIs) Process Plan

The Key Performance Indicators (KPIs) Process Plan is considered as an important

concept of the business plan either it is general business or e-business. KPIs business plan is

generally utilized by the organizations through which managers and other employees usually

estimate the effectiveness of several functions and processes because these functions are

important in the business operations to achieve goals of the organizations (Caia et al., 2009).

Now, in the consideration of e-business plan of the ALDO business case that is a leader in

footwear and accessories in the USA and Canadian market, the Key Performance Indicators

Process Plan can be created as below:

Tactical Business Goal

In a KPI-driven business process plan, tactical business goal is established to accomplish

the strategic plan of the organization basically in the e-business process plan. Therefore, tactical

business goals are the outcomes that must be achieved by the divisions and departments for the

organization to reach towards overall goals of the business plan. Tactical business goals are

generally made by top level management for each department that help to increase reputation of

the most important brand in the market (Caia et al., 2009). However, the tactical business goal

can be achieved when effective marketing strategies are adopted by the organization. The tactical

business goals of the KPI-driven business process plan are specifically associated with

customers, leads, and sales that can be described as below:

Customers: The tactical business goal specific to the customers is considered as the

interim steps that usually needed to achieve in the long-term goals. It is decided to maintain

customers’ volume potentially with the business. Therefore, the tactical business goal is to

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increase number of potential customers online for the ALDO and fulfill their needs and

expectations with the quality products every time while they purchase.

Leads: Leads are generally associated with taking competitive advantage than the other

organization in the market. In the e-business, there is also tough competition to take leads in

terms of revenue, market share, and strong customer base. ALDO has also a goal regarding

taking leads in the e-business (Caia et al., 2009). Therefore, the tactical business goal is to

achieve number one position in the online retailing of shoes products in the world till the year

2020.

Sales: Sales is the base of any business and without it a business cannot be successful in

the market. Online business of e-business also attempts to sale its products to the customers by

fixing targets on the schedule basis. Therefore, the tactical business goal of the ALDO is to

increase sales of the shoes products online and expand the business at the global level with huge

customer base.

Target KPI Concepts

The KPI concept is generally associated with a measurable value within an organization

that generally demonstrates how a company can achieve key business objectives effectively and

efficiently. In other words, the KPI concept has multiple levels that utilized by the organization

to evaluate the success rate while reaching towards the targets. Therefore, it can be stated that a

high-level of KPI can focus on the overall performance related to the enterprise (Parmenter,

2015). In case of low-level KPI, organization generally focuses towards processes of the

departments that works in the market effectively and efficiently, such as sales, and marketing, as

well as a call center.

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At this stage, there are various targets in the KPI concepts for the ALDO in the market

that is different aspects while achieving KPI for the organization. Therefore, it can be defined as

“The target KPI concepts are the need of the organization to communicate performance level that

are trying to achieve in the e-business plan.” These target KPI concept can be considered as

project rate of return (PRR), break-even point (BEP), incremental sales (IS), working capital

(WC), and sales growth (SG), as well as return on investment (ROI) (Parmenter, 2015). Apart

from these target KPI concepts, the other can be considered as low-hanging fruit, and long-term

investment, as well as sales revenue, and customer value.

Brief Explanation of Each KPI

KPI is usually termed as a measurable value of the outcomes that presents that how

effectively an organization is achieving the key business objectives. Therefore, organizations in

the competitive marketplace use KPIs to analyze or assess their success at the reaching targets. In

this concern, there are some types of KPI for the e-business of the ALDO shoes that can be used

quantitatively measure the achievement of defined tactical business goals. Now, these KPIs can

be explained as below:

Sales KPI: Sales KPI is the main part of the ALDO to run e-business successfully. Sales

KPI can examine sales growth and average profit margin every year to measure inputs and

outputs of the business. In this, sales KPI would also examine sales brooking and coming sales

opportunities for the company to take right decision in online business expansion (Reima,

Paridaa & Örtqvista, 2015). Now, sales KPI would be used to quantitatively measure the

achievement of defined tactical business goals through cultivating a data-driven culture within

the organization and sharing the right performance indicators to the sales department.

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Retail KPI: The retail KPI is generally related to the selling more shoes products of the

ALDO and retaining more customers for the future consideration. Therefore, customer retention

and point of purchase is the main consideration of the retail KPI to measure revenue from

existing customers over a given period of time (Reima, Paridaa & Örtqvista, 2015). However,

cost of goods sold and customer satisfaction should be considered by the ALDO in e-business of

the retail KPI. Now, retail KPI would be used to quantitatively measure the achievement of

defined tactical business goals, such as sales and increasing customers with the help of

understanding each and every thing of the business, including competition and performance

always.

Financial KPI: Financial KPI is the most important aspect in the e-business plan of the

ALDO to grow the business with effective monitoring of the fiscal health. Financial KPI usually

depends on the generating revenue with managing finances in responsible manner. Therefore, it

is necessary for the organization to track current ratio and debt-to-equity ratio of financial

condition of the company (Reima, Paridaa & Örtqvista, 2015). The working capital and profits

and loss report must be analyzed by the ALDO to know its overall financial capabilities in the

competitive marketplace. Now, Financial KPI would be used to quantitatively measure the

achievement of defined tactical business goals, such as leads through influencing potential

investors and customers as providing information about the financial data and performance of the

business.

Formula for Each KPI

To define and clearly showing the KPI of the company, formula must be taken in order to

measure the performance of the e-business. Now, each KPI formula can be written as below:

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Formula of Sales KPI: A positive sales growth percentage is basically termed as good

sign of business that is find out over the specified time of the business. Therefore, the formula of

sales KPI is:

Sales KPI in % = Total Units Sold/BOM (beginning of month) Inventory

The percentage of sales that decides growth of the business is calculated with the total

units selling of the products during a period by dividing inventory in the same period of time

(Chamorro et al., 2003). The KPI is derived based on the differences between target goal and

achieved result.

Formula of Retail KPI: Retail KPI usually tracks the inventory turnover through analysis

of sales of the products during a defined period of the company. Most of the retailing KPI is

related with tracking metric annually. Therefore, formula of retail KPI can be considered as

below:

Retail KPI = Total Cost of the Goods Sold / Average Inventory in a time period

It is known that retail KPI is important to measure revenue. It provides good insight about

the total sales of the products. Therefore, company can analyze the inventory levels when it is

either too large or too small. Retail KPI specifically helps to increase the overall efficiency

through reducing the costs of the inventory and increasing profits.

Financial KPI: Financial KPI is the frequently used metrics to analyze performance of

the organization. It specifically measures the financial performance on the schedule basis and

supports the business plan of the organization based on outcomes. Therefore, a most important

formula of financial KPI can be assumed as below:

Total Revenue = Total Quantity of the Products x Price of the Product

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Financial KPI is calculated based on various aspects to find out the revenue of the

company. It differentiates the performance based on tactical goals and outcomes on the annual

basis (Chamorro et al., 2003). However, financial KPI suggests the organization to focus towards

increasing sales and customers base to improve revenue.

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Section 3: Data Driven Web Analytics Plan

This paper will describe that Data Analytics should be utilized to help ALDO retail shoes

and can be helpful to enhance their execution and give out the best service for the client in more

reliable ways. Data Analytics can help to provide the personalization of the items as for the

client's advantage and their viewpoints towards the price of shoes. This can help in the retention

of clients and by providing better brand picture as well as devotion. To increase sales

opportunities for the organizations, it too can provide better experiences with respect to process

change over the seller as well as purchaser networking.

Data analytics is moreover accommodating for associations in gaining by their

information since the prices are saved by self-service feature. It also highlights where upgrades

should be done in the improvement of sales performance. Most imperative firms like Google,

Amazon and Facebook prompt to the enhancement in web analytics, cloud processing, and

online networking platform. Whenever it is compared to customary value-based records and the

online business value-based record the internet business information are less organized and

contains more client opinion and their behaviors. (Pavithra B, Dr. Niranjanmurthy M, 2016).

Business Strategic Goals

1. The strategic business objective is to enhance number of potential customers online for the

ALDO as well as to satisfy their requirements and their expectation with the quality items each

time while they buy.

2. ALDO has likewise an objective with respect to taking leads in the e-business. Consequently, the

strategic business objective is to accomplish number one position in the web based retailing of

shoes items on the planet till the year.

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3. The strategic business objective of the ALDO is to build the sales of the shoes items on the web

and grow the business at the worldwide level with immense client base.

4. Better reconciliation of the supply chain network starting from the source till the last delivery of

the item ought to be adequately actualized

5. E business is focused at giving the client friendly service, which would incorporate the delivery

of products on time exactly at the doorstep of purchaser.

6. To give better stock and administration joining through planning for stock collection and

acquiring tools as well as hardware which will maintain a strategic distance from undesirable

purchases which can prompt to higher expenditure involving various tax implications.

(Economywatch, 2010).

Action Plan

First, make sure the clear picture of the business objective which needs to be fulfilled.

Actual key drivers of future development should be clear. Get a more comprehensive

understanding of the target audience of ALDO shoes, including their computerized practices.

This begins by comprehension incorporated customer insights of knowledge era strategy. We

will make an advanced scorecard framework that helps us to review the competitor's exercises,

as well as to compare their general computerized execution and present resources. Contingent

upon the way of the venture, I would as a rule assess quantitative components connected to a

brand's computerized impression and subjective angles, for example, content quality or the

experience of website. To wrap things up, we will make sure that the plan is properly

implemented, it's essential to have a reasonable, shared comprehension of who is capable and

responsible for what. Some reasonable rules or an obligation task network can save each group

included a considerable measure of dissatisfaction. (Krasser, A., 2015).

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Benchmarks

U.S. internet business sales development keeps on outpacing stores. In Q3 2016, the web

represented 11.3% of aggregate retail sales. (https://www.internetretailer.com, 2016).

ALDO can do working admirably on mobiles and will get more guests, clients, incomes and

furthermore save clients time, efforts as well as revenues. Responsive outline stresses a superior

client interface and survey understanding, with simple perusing and route empowered through

resizing, panning, and scrolling. It is the effective promoting tool that may help better and long

term client connections, energizing shopping knowledge, and furthermore enhance client’s

orders as well as sales. Online networking may at present small part of overall sales, however its

effect is getting to be difficult to disregard. In social business, the client enters the e-store, make

correlation, makes questions as well as this communication chooses their items or

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administrations. Long range interpersonal communication services allow client to impart their

experience to their companions, get their proposals, audits, advices and communications.

(Thomas, S., Jose, V., P., 2015).

Time Frame for Achieving the Strategic Goals

It will take twelve months for achieving its all strategic goals that include gaining competitive

advantage, better reconciliation of the supply chain network, proper stock management etc.

Budget Allocated for Achieving the Success Goals

The total budget for setting ALDO e business set up will be $100,000. This include material

from supplier, salaries, marketing cost etc.

Analytics Profile

The word Conversion shows changing over somebody starting with one class then onto the next.

The main conversions in websites are:

- Visitor to purchaser (Completed Checkout)

- Random guest to enrolled client (Registration)

- Browser to Enquirer (Submitted 'Get in touch with Me' frame)

- Visitor to returning Visitor (Returned to site)

Make a goal page and send the visitors there when they have changed over. We may as of now

have this set up – if so we can skip to the following segment. If we won't have it set up, and

while making another Goal it's constantly great practice to have a page set up. Transformation

Tracking is the most vital step in Analytics after we have experienced the way toward setting our

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site up. Without Conversion following and revealing, we're basically simply watching numbers

change without an end as a main priority. Activity happens when targets are not met – what is

measured is moved forward. (Chapman, B., 2016).

Site purpose Example site Conversion to measure

E-commerce Cart based site Completed Checkout

B2B Content site Enterprise Software Sales Collateral Downloads Pricing Enquiries

Information/Awareness Non-Profit Association  Newsletter Signups Social Sharing Actions

Social Network Industry Membership Site User Registration Pages per Session Time on Site

Metrics

1. Net Margin: Simply expressed, revenue is the primary concern or the measure of cash the

store has taken in over a timeframe. However, after the bills are paid, what amount is left in?

2. Change Rate: Another essential building block of measuring online business, transformation is

the number of guests changed over into purchasers. Keep in mind that transformation isn't

restricted to our site activity. Assess transformation for diverse publicizing sources, email

campaigns and advancements to comprehend what was best in driving deals so we can plan as

required.

3. Endorser Growth Rate: Many dealers utilize email advertising to spread news about specials,

new items or just to share refreshes. If we're messaging offers to a stale list of contacts, our

messages are failing to receive any notice. In case we're not seeing development in our supporter

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list, investigate approaches to extend our group of onlookers by means of outlets like Pinterest,

multimedia, directed keywords or in-person occasions. (Myers, A., 2016).

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Section 4: Search Engine Optimization PlanTBD – delete this line when section is completed

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Section 5: Pay-Per-Click PlanTBD – delete this line when section is completed

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References

ALDO (2017). About ALDO. Retrieved from: http://www.aldoshoes.com/us/en_US

Popov, A. (2012). Case Study. ALDO. Retrieved from:

http://cdn.qas.com/resources/downloads/pdf/case-studies/en/132/Experian_QAS_ALDO.

pdf

Sweeney, S., Dorey, E. & MacLellan, A. (2015). 3G Marketing on the Internet: Third-

Generation Internet Marketing Strategies for Online Success. USA: Marketing

Publications.

Ortega, E. (2014). The Secrets to Building a Successful Online Business. USA: Lulu Press, Inc.

Caia et al. (2009). Improving supply chain performance management: A systematic approach to

analyzing iterative KPI accomplishment. Decision Support Systems, 46 (2), 512–521.

Chamorro et al. (2003). A framework to create key performance indicators for knowledge

management solutions. Journal of Knowledge Management, 7 (2), 46 – 62.

Parmenter, D. (2015). Key Performance Indicators: Developing, Implementing, and Using

Winning KPIs. USA: John Wiley & Sons.

Reima, W., Paridaa, V. & Örtqvista, D. (2015). Product–Service Systems (PSS) business models

and tactics – a systematic literature review. Journal of Cleaner Production, 97 (15), 61–

75.

Pavithra B, Dr. Niranjanmurthy M (2016). The Study of Big Data Analytics in E-Commerce.

International Journal of Advanced Research in Computer and Communication Engineering.

Retrieved from - http://www.ijarcce.com/upload/2016/si/ICRITCSA-16/IJARCCE-ICRITCSA

%2028.pdf

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Economywatch (2010). E Business Strategy -e commerce business strategies. Retrieved from -

http://www.economywatch.com/business/e-business-strategy.html

Krasser, A. (2015). 6 steps to building a long-term digital strategy to support business goals.

Retrieved from - https://www.clickz.com/6-steps-to-building-a-long-term-digital-strategy-to-

support-business-goals/89732/

Internet retailer - portal to e-commerce intelligence. Retrieved from -

https://www.internetretailer.com/trends/sales/

Thomas, S., Jose, V., P. (2015). Recent Trends in E-Commerce. International Research Journal

of Engineering and Technology (IRJET). Retrieved from -

https://www.irjet.net/archives/V2/i6/IRJET-V2I6119.pdf

Chapman, B. (2016). How To set up Goals for Conversion Tracking in Google Analytics

Retrieved from - http://www.dnnsoftware.com/blog/how-to-set-up-goals-for-conversion-

tracking-in-google-analytics

Myers, A. (2016). 7 Ecommerce Website Metrics to Measure Performance & Success. Retrieved

from - https://www.bigcommerce.com/blog/7-key-ecommerce-metrics/

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