[PR/Ads & Analytics]: Comprehensive Data Requirement Document for Analytics Team

[yigakpoa]

Description of the task

Purpose

To provide the analytics team with a clear and detailed understanding of the data required to support the PR/Ads team in developing data-driven strategies for campaigns and activities in the coming year. This document ensures alignment between both teams, enabling the creation of impactful and measurable campaigns.

Objectives

1. Deliver actionable insights to optimize campaign performance.
2. Enable informed decision-making for the PR/Ads team.
3. Identify trends and opportunities for effective audience engagement.
4. Establish performance benchmarks and success metrics for campaigns.

Data Requirements

1. Audience Insights

• Demographics: Age, gender, location, income level, etc.
• Behavioral patterns: Interests, purchase habits, and online activity.
• Preferred social media platforms and engagement patterns.
• Audience segmentation by campaigns and channels.

2. Campaign Performance Metrics

• Impressions, reach, and engagement rates (likes, shares, comments).
• Click-through rates (CTR) and conversion rates for ads.
• Cost per acquisition (CPA) and return on ad spend (ROAS).
• Performance by platform (e.g., Facebook, Instagram, Google Ads).
• Top-performing creatives and messaging.

3. Content Analysis

• Engagement trends by type of content (videos, images, blogs).
• Optimal posting times and days.
• Performance of organic vs. paid content.

4. Competitor Analysis

• Share of voice in the market.
• Comparative engagement and performance metrics.
• Insights into competitor campaigns (e.g., keywords, hashtags, tone).

5. Market Trends and Insights

• Emerging trends in the industry.
• Seasonal trends affecting campaigns.
• Consumer sentiment analysis.

6. Website and Conversion Data

• Website traffic: Source, bounce rates, time spent on site.
• Conversion rates by channel and campaign.
• Heatmaps to identify areas of interest or drop-offs.

Expectations from the Analytics Team

1. Compile the requested data in a digestible format (e.g., dashboards, presentations).
2. Highlight actionable insights and recommendations for the PR/Ads team.
3. Ensure timely delivery of data ahead of campaign planning deadlines.
4. Provide regular updates and periodic reports (weekly, monthly, quarterly).
5. Use data visualization tools to enhance understanding of metrics.

Collaboration Guidelines

• Schedule a kick-off meeting to align on specific requirements and expectations.
• Maintain open communication channels for follow-up questions or clarifications.
• Identify key personnel for collaboration between the PR/Ads and analytics teams.

Deadline for Initial Data Submission: @lisaeze @the-techgurl & Eva to decide this. Tag @oppia/marketing-analytics-team

By providing these data points, the analytics team will empower the PR/Ads team to make informed, strategic decisions that drive meaningful results.