GOVERNMENT COLLEGE OF ENGINEERING

ERODE – 638 316

RECORD NOTE BOOK

Register Number:

Certified that this is the bonafide record of work done by Selvan/Selvi

of sixth Semester

B.Tech. Information Technology branch during the academic year 2023-

2024 in the CCW332–Digital Marketing Laboratory.

Staff In-charge Head of the Department

Submitted for the university practical examination on

at Government College of Engineering,Erode-638316.

Internal Examiner External Examiner

Ex.No Date Name of Experiment Page.No Signature

Subscribe to a weekly/quarterly
newsletter and analyze how its content
1 and structure aid with the branding of the
company and how it aids its potential
customer segments.
Perform keyword search for a skincare
hospital website based on search volume
2 and competition using Google keyword
planner tool.
Demonstrate how to use the Google
3 WebMasters Indexing API

Discuss an interesting case study

regarding how an insurance company
4 manages leads.

Discuss negative and positive impacts and

ethical implications of using social media
5 for political advertising.

Discuss how Predictive analytics is

impacting marketing automation
6
Ex.No:1 Subscribe to a weekly/quarterly newsletter and analyze how its content and structure
Date: aid with the branding of the company and how it aids its potential customer segments.

AIM:

To subscribe a newsletter and to analyse its content and structure with the branding of the
company.

PROCEDURE:

SUBSCRIPTION OF THE NEWSLETTERS FROM A PARTICULAR CONCERN:

This will be used to retrieve the newsletters from the particular concern in a
periodic intervals.
SPECIFICATIONS OF NEWSLETTER :

1. Content Alignment with Brand Values:

Newsletter of first quarterly report of the year 2022.

Here we may identify the content alignment will be similar like the safe harbor and
corporate development. Thus this concern is following the same alignment for their
promotion. It might help in the consistent promotion of their particular domain.
2. Consistent Branding Elements:

Newsletter of second quarterly report of the year 2022

Newsletter of first quarterly report of the year 2023

Based on this comparision we may able to identify the development achieved by the
particular concern in the particular department while comparing to the previous quarter a year
report .

3. ENGAGED STORY TELLING:

In the engaged story telling section, Newsletter plays a vital role.

A newsletter of a particular concern will certainly justify the functions which are achieved by
the concern.
As the Newsletter follows the content consistency (similar contents of different periods), the
development of the concern is visualised clearly on comparing the different newsletters of
different quarters of different years.

4. TARGETING CONSUMERS:
For example,

If we subscribe to a concern, we might receive the subscription email and might receive
newsletters spontaneously.

So, Newsletter would help to target the specified customers (who subscribed) and promote
their brandings.

RESULT :
Thus the subscription for the newsletter is achieved and analysis is implemented successfully.
Ex.No:2 Perform keyword search for a skincare hospital website based on search volume
Date: and competition using Google keyword planner tool.

Aim:

To Perform keyword search for a skincare hospital website based on search volume and
competition using Google keyword planner tool.

Procedure:

Step1: Open a web browser and enter https://ads.google.com/.

Step2: Sign-in using your Gmail ID.

Step3: Select the option Tools
.

Step4: Select Keyword Planner option and click on Discover new Keywords.

Step5: Type skincare hospital to perform keyword search.

Search Using known skincare website URL

:Example: https://www.kaya.in/
RESULT:

Thus the keyword search have been performed using search volume and analyzed
successfully
Ex.No:3
Demonstrate how to use the Google WebMasters Indexing API
Date:

Aim:
To Demonstrate how to use the Google WebMasters Indexing API.

Procedure:

Step1 : Sign In to Google Cloud Console.

Step2 : Create a New Project.

Step3 : Create a Service Account.
Step4 : Create API keys.

RESULT:

Thus the usage of the google webmasters indexing API is demonstrated successfully.
Ex.No:4
Discuss an interesting case study regarding how an insurance company manages leads.
Date:

Company Overview:

LeadSquared is a cloud-based marketing automation and customer relationship management

(CRM) solution for businesses of all sizes. It serves clients in industries such as finance, e-commerce,
education, health and wellness, marketing, real estate, software and hospitality.

Case Study:

Sigmund Freud once said, “Everything that you and I do springs from a motive: The desire to be
great.” This ideology holds true for people all around the world. It’s just the definition of greatness that
varies. So when we talk about the insurance sector, greatness would mean – generating more leads in
insurance and closing more deals than the competition – because the competition is immense.

What will set you apart are your strategies and execution. You need to channel your energy in a
proper direction when it comes to generating and managing leads in the insurance sector. It will help you to
transform your insurance sales process into a targeted and streamlined approach.

Technology Provides an Easy Way to Manage Leads in InsuranceSector:

In the insurance sector, there are two business models. First, where you sell insurance online, and
you generate leads from your website, social media, ad-campaign, and different other channels.

The second is through intermediaries like bancassurance, etc, where you sell insurance products
through banking institutions.

When we enabled both of these insurance sales models with technology, the results were astonishing.

It’s LeadSquared’s Sales Execution Software for Insurance.

LeadSquared has helped many companies strategize their sales and achieve targeted growth in the
insurance sector.

How has LeadSquared Enabled Companies to Manage Leads in Insurance?

History sparkles with amazing examples of businesses that thrive on robust customer relations. To
that effect, LeadSquared’s Customer Relationship Management software provides an efficient way to
generate, manage, and nurture insurance leads while providing quality customer experience.

Businesses function through people, and contrary to what we are taught to believe, people are not
creatures of logic, but of impulse, of emotion. Now, while the insurance policy cannot appeal to the
emotions of your prospects, but Your sales team can!

And this is where LeadSquared comes into play. So let’s discuss how LeadSquared Insurance CRM
can help you to manage leads in the Insurance Sector.
There are several strategies used by Leadsquared, as mentioned below:

• Capture insurance leads from all channels

• Distribute Leads To Call Center and Sales Agents
• Identify the Best Opportunities
• Track All Communications At One Place
• Provides Smart Views to Better Plan Agent’s Day
• Alert Your Agents with Important task
• Empower You Field Agents with Mobile CRM
• Identify Cross-sell Opportunities
• Automate Policy Renewal Process
• Monitor all your sales channels

Capture insurance leads from all channels:

 When you are selling insurance online, you generate leads from your website, social
media, PPC campaigns, events, etc. LeadSquared automatically captures these and
notifies your sales agents to follow up with the same.
 It ensures that there is ZERO lead leakage in your business. Because every lead could
be an opportunity, and you would not want to waste it in any way.
 Not just that, you can also capture leads from traditional channels like billboards, etc.
through telephony integration.

Distribute Leads To Call Center and Sales Agents:

 Once the lead is captured, the tool automatically distributes these to call centers and
your sales agents. The distribution process occurs according to interests, location,
agent availability, and other criteria.
 For example, your prospect is interested in buying term-insurance or health insurance.
The lead will go to the agent who specializes in that domain
 Distribution of leads ensures that only those agents handle inquiries who are experts in
that vertical. This improves customer experience and results in powerful word-of-
mouth marketing.
Identify the Best Opportunities:

 LeadSquared helps identify the best opportunities from the loads of inquiries captured
every day. The software checks the eligibility criteria, age, medical history of the
family, etc, based on the factors important to you.
 Quality score, allocated from 1 to 10 based on variables defined by you, enables your
team to reach out to prospects who have a higher probability of converting into sales. It
increases the efficiency of your sales team, and in turn, builds up their confidence
level.
Track All Communications At One Place:

 Let’s say you delivered the perfect pitch. You appealed to the right emotions of your
prospect and made them your customers. The entire sales conversation sings in your
memories for days like the music of morning stars. But, you should understand one
thing, what worked with one closure might not work with other prospects.
 You must understand that every prospect is unique. You must keep track of every
conversation, sales or otherwise, to weave your sales pitch according to the response you
get.
 The software enables you to track all conversations that have happened with the client. It
includes monitoring of phone calls (through connectors like telephony), emails, text, or
other channels of communication. Your sales agent can add personal notes about the
client’s response to these.
 The complete overview of the conversational history assists your agent to plan the
communication to engage your prospects better.

Provides Smart Views to Better Plan Agent’s Day:

 LeadSquared provides a unified 360 – degree view of all activities and sales processes. It
accumulates all data related to meeting schedules, conversational history, daily tasks, to
provide a holistic view.
 This enables your sales agents to attend meetings with a higher lead score and get more
conversions.

Alert Your Agents with Important task:

 Website tracking alerts your sales agent to reach out to the lead when they view a
specific page.
 For example, as soon as your prospect submits documents for verification, the agents
will be notified of the same. Simultaneously, the software will assign the next task to
initiate the verification process.
Empower You Field Agents with Mobile CRM:

 Here, The mobile CRM auto plans your agents’ day, schedules their meetings to
optimize their day, without any unjustified wastage of time.
 You can even make the process essentially paperless by allowing your relationships
manager to upload documents for verification, digitally.
 Once the documents are submitted, the software will automatically set up the task for the
verification team, who can follow up on the same.
Identify Cross-sell Opportunities:

 CRM keeps track of all data related to the customer. Based on the type of policy
purchased by the customer, the software identifies possible cross-sell opportunities at the
spot.
 For example, if a person has recently purchased a policy of health insurance, the
software will notify the team specializing in life insurance to approach the customer and
check whether they are interest ed.
Automate Policy Renewal Process:

 LeadSquared empathizes with you and provides you a way to automate emails and texts
to policyholders as their renewal date draws closer. Simultaneously, the software notifies
agents and sets tasks for them to make follow-ups if the customers don’t renew on their
own.
Monitor all Your Sales Channels:

 When you have offices across cities, it sometimes gets challenging to keep track of all
activities. It includes monitoring the performance of your sales team, number of policies
sold, and the total revenue generated.
 These attributes collectively help in modifying your sales approach and plan strategy.
LeadSquared offers a way to monitor and analyze all your sales activities in different
regions and collect all of them in one place.

CONCLUSION:
Thus the case study of how a insurance company managing leads is made successfully
Ex.No:5 Discuss negative and positive impacts and ethical implications of using social media for
Date: political advertising.

Additionally, social media provides an opportunity to connect with voters more personally,
humanizing politicians and making them seem more relatable.

Social media provides a direct connection between the politician and the voter.

It also allows for quick and easy dissemination of information about campaign events and
platforms. Social media marketing can help to build name recognition and create a personal brand
for politicians.

One key benefit is that it helps level the playing field. Traditional advertising, such as ad
buys on Tv, Newspaper or Billboards can be incredibly costly. But with social media, everyone has
access to the same platforms. So, no one has an inherent advantage.

MAJOR ADVANTAGES:

 Increase the visibility of your campaign.

 Connect with potential users.
 Reach a larger audience.
 Engage with constitutions.
 Share your platform and policies.
 Monitor public opinion.
 Respond to criticism.
 Increased brand awareness.
 More engaged and active supporters.
 Improved communication with constituents.
 Greater reach to potential voters.
 More effective campaigning.
 Build relationships with key individuals and groups.
 Collect feedback from voters and constituents.
 Reach a wider audience.
 Get feedback from the public.
 Connect with other politicians and organizations.
NEGATIVE IMPACTS OF THE SOCIAL MEDIA ON POLITICS:

There is a lot of misinformation and propaganda spread on social media, making it difficult for
users to know what information they should trust. Social Media also makes political discussion
accessible to everyone regardless of their age or previous knowledge about politics. This could
potentially lower the level of discourse among voters as they might not know what they are talking
about. Social media is also one source of fake news that can negatively impact a candidate
‘reputation or even their whole campaign. In fact, many people are now choosing not to use social
media at all when it comes to politics because they don’t want their opinions to be swayed by what
they see on social media.

Social media has both its pros and cons to influencing the political sector. On one hand, social
media is an effective tool for getting information out into the public sphere in a timely fashion that
can be used by citizens or politicians alike. It also allows people who are not otherwise heard in
politics (those without substantial financial resources) to make their voices heard. However, there are
many disadvantages of using social media; Facebook’s fake news problem means that false stories
with misleading headlines could sway voters if they’re shared enough times before being debunked.

CONCLUSION:

Thus the Negative and positive impacts and ethical implications of using social media for political
advertising is discussed.
Ex.No:6
Discuss how Predictive analytics is impacting marketing automation
Date:

1. Introduction to Predictive Analytics

Definition and Concept

Predictive analytics is a data-driven approach that utilizes statistical algorithms and
machine learning techniques to forecast future outcomes or trends based on historical data. It
involves the analysis of large datasets to identify patterns, make predictions, and inform
decision-making.
Historically, businesses relied on intuition and past experience to make marketing
decisions. However, with the proliferation of data and advancements in technology,
predictive analytics has emerged as a game-changer in marketing automation.

Historical Context
The roots of predictive analytics can be traced back to fields like statistics and operations
research, where early models were used to solve complex problems. Over time, with the
advent of computers and access to vast amounts of data, predictive analytics has become
more sophisticated and accessible to a wide range of industries.
In recent years, the convergence of big data, cloud computing, and machine learning has
accelerated the adoption of predictive analytics in marketing automation, enabling businesses
to gain valuable insights and drive marketing strategies with unprecedented precision.

2. Marketing Automation Overview

Marketing automation refers to the use of software and technology platforms to automate
marketing tasks and processes. It encompasses a wide range of activities, including email
marketing, lead generation, customer segmentation, campaign management, and customer
relationship management (CRM).
Marketing automation is designed to streamline marketing efforts, increase efficiency,
and deliver personalized experiences to customers. It empowers businesses to target their
audience with the right message at the right time, ultimately driving revenue growth and
customer loyalty.

Evolution of Marketing Automation

Marketing automation has evolved significantly over the years. Initially, it was primarily
used for email marketing automation, allowing businesses to send personalized emails to their
subscribers. However, modern marketing automation platforms have expanded to incorporate
various channels and touchpoints, including social media, web personalization, and mobile
marketing.

The integration of predictive analytics has played a crucial role in this evolution,
enabling marketers to move beyond simple automation to predictive marketing, where
decisions are driven by data-driven insights and predictive modeling.

3. The Role of Data in Marketing Automation

Data Sources:Effective marketing automation relies on high-quality, relevant data. Data can
be collected from various sources, including:
Customer Interactions: Data from website visits, social media engagement, email
interactions, and customer feedback.
 CRM Systems: Information on leads, prospects, and existing customers.
External Data: Market trends, competitor analysis, and industry benchmarks.
IoT Devices: Data from connected devices and sensors, providing insights into customer
behavior.

Data Collection and Management

To leverage predictive analytics in marketing automation, organizations must invest in robust data
collection and management strategies. This involves:
 Data Integration: Combining data from disparate sources to create a unified view of
customers.
 Data Cleaning: Removing duplicate, outdated, or irrelevant data to ensure accuracy.
 Data Storage: Utilizing data warehouses or cloud-based solutions to store and access data.
 Data Privacy: Ensuring compliance with data protection regulations and safeguarding
customer information.
The quality and availability of data play a critical role in the success of predictive analytics models
in marketing automation.

4. Predictive Analytics in Marketing Automation

Understanding Predictive Analytics

Predictive analytics involves the use of statistical models and machine learning algorithms to
make predictions based on historical and current data. In the context of marketing automation,
predictive analytics is applied to customer data to anticipate future behavior, preferences, and
outcomes.

These predictions enable marketers to tailor their campaigns, messages, and offers to
individual customers, resulting in more effective marketing strategies and higher conversion rates.
Predictive analytics is a method of processing large sets of statistical data with the help of
modeling techniques to make predictions.

Artificial Intelligence technologies allow professionals to predict customer behavior and

optimize marketing strategies, boosting their effectiveness. It makes the role of predictive
analytics in marketing even more important.

Using predictive analytics tools powered by AI, ML, data mining, and data modeling
technologies, companies increase their profits by minimizing their expenses. With the help of
advanced algorithms and information from multiple data sources, digital marketing professionals
can identify historical patterns. It allows them to provide recommendations that help companies to
keep up with recent trends.

Role of Predictive Analytics in Digital Marketing

The role of predictive analytics in marketing strategy becomes increasingly important. It
transforms the way marketing professionals organize their campaigns and use customer behavior
data.
AI-driven tools allow marketers to predict future trends and understand which products are in
high demand. Predictive analytics enables professionals to change their marketing campaigns
depending on the customer's reaction to ads.
Below, we have listed the use cases of predictive analytics in digital marketing.
Customer Behavior Analysis
By analyzing how clients interact with products and services, digital marketers can segment a
target audience, anticipate the behavior of various segments, and make their marketing efforts
more effective.
 It allows companies to improve the client experience and establish long- term relationships
with customers.
Resource Optimization
Predictive analytics enables companies to select the most suitable time for their marketing
campaigns and avoid wasting resources when the demand for the products is low. Besides, this
type of analytics enables businesses to choose the most appropriate advertising channels.

High-Quality Leads
After analyzing a set of data about customer behavior, a company can select the segments of
the target audience that have the highest conversion rate. Predictive analytics enables businesses
to see how likely their potential clients are to make a purchase. By focusing on high- conversion
leads, companies can reduce their expenses on marketing campaigns.
Customer Retention
By sending a generic message, a company may waste money on inefficient advertising
campaigns. Predictive analytics allows marketers to study the purchase history of a consumer and
launch targeted marketing campaigns based on customers’ preferences. It allows businesses to
establish long-term relationships with their clients.

Benefits of Predictive Analytics in Digital Marketing

The most successful marketing campaigns are based on customer behavior data and thorough
market research. Predictive analytics provides businesses with a cutting edge over their
competitors and enables them to improve all the steps of a customer journey.
Below, we listed the main benefits of predictive analytics in digital marketing and
demonstrated how it could be used for making advertising.
Improved Content Distribution
After analyzing the ways a target audience interacts with content, marketers can provide
companies with tailored recommendations for each segment. Predictive analytics makes it easier
to select a target audience, choose the best time for a marketing campaign, and decide on a
promotion channel.
It provides invaluable insights into what types of content drive target customers to purchase a
product. Using the key technologies of marketing data science, companies can provide content
recommendations based on demography, location, and behavior patterns.
Upselling Based on Behavior Patterns
The role of predictive analytics in digital marketing is expected to increase as it enables
companies to nurture leads and convert them into sales. Marketers analyze all the steps of a
customer journey to find the touchpoints that require improvement. They use predictive analytics
tools to categorize leads and target only the high-quality ones using the most suitable channels.
By making their efforts more targeted and analyzing the history of previous purchases,
companies can improve their upselling and cross-selling rate.
Marketing Campaign Improvement
Using predictive analytics tools, companies can save money on advertising campaigns by
making their efforts more targeted. The most successful campaigns rely on historical data and
customer behavior stats.

Development of Efficient Advertising Strategies

By analyzing the way people interact with a site and what content they find interesting,
companies can prioritize pages with the highest conversion rate. Customer behavior data helps
businesses maximize their ROI.
Steps to Build Custom Marketing Analytics Dashboard

 In the future, predictive analytics and digital marketing are expected to be closely intertwined. To
add value to their businesses, professionals use custom marketing analytics dashboards. It allows
them to keep all the insights in one place.
 Using a marketing analytics dashboard, companies can see which campaigns deliver better results. It
enables them to get data on the devices that customers use to access a website and features that
have the highest engagement rate.
 The most important trend in predictive analytics involves using a marketing dashboard for
analyzing KPIs, organizing data from various sources, and evaluating ROI. Thanks to it,
companies can make better decisions and promote their products more effectively.
 Follow the steps described below to build an efficient custom marketing analytics dashboard.
 Find Out Who Are Your Target Customers
 Predictive analytics dashboards and AI-based data visualization tools allow you to learn more about
a specific group of clients and use this information to improve the KPIs of your campaigns.
 Companies should use different dashboards for different target audiences.For B2B marketing, such
dashboards are crucial as well since they allow businesses to get access to all performance
metrics. Digital marketing specialists who specialize in social media marketing can use analytics
dashboards to see relevant metrics for different channels.
 Set Objectives for Each Dashboard
 Companies should set clear short-term and long-term goals. Top-level managers might need to use a
dashboard that summarizes information about a budget and ROI. Marketing professionals will
benefit from using a dashboard with insights that can help them improve their campaigns.The data
available in a dashboard should make it clear what actions should be taken immediately. It should
also demonstrate which areas require improvement and how to make planning more efficient.
 Determine the KPIs of Your Strategy
 When developing a marketing strategy, it’s crucial to select the most relevant metrics, such as likes,
clicks, traffic, conversions, etc. Additionally, companies can analyze the date when the
information was received and the sources of data. By using different performance indicators,
companies can make each marketing campaign more successful.
 Use Information About Data Sources
 To improve their campaigns, companies use multiple data sources, including calls, emails, or
website data. Each of them has specific metrics that marketing professionals should analyze.
 Perform Data Visualization
 Don’t underestimate the power of proper visualization tools: graphs, charts, and maps. They provide
an accessible way to discover trends, patterns, and outliers. By visualizing data, marketers can get
more insights for improving their campaigns.
 Consolidate Data
 As marketers have to deal with large sets of data, it is important to find a way to consolidate it and
combine information from different sources. It will allow you to predict the results of your
campaigns and ROI.

RESULT:
Thus the discussion is about how Predictive analytics is impacting marketing automation is made
successfully.