DIM 1603
Digital Marketing Analytics
INDIVIDUAL ASSIGNMENT 5
Instructor:
Contact:
Value: 5.0/100.0 points
Due Date: as per Evaluation Timetable
Primary sources: Textbook and other relevant course material
Secondary sources: As determined appropriate by the students.
1. LEARNING OBJECTIVES
● Practice navigating Facebook Insights data.
● Answer business questions using Facebook Insights data.
● Interpret Facebook analytics and provide performance insights.
2. INSTRUCTIONS
You have been hired as a digital marketing analyst for Bright Ink, a mobile bookstore in New
Zealand. They have a Facebook page to promote their products and communicate where their
mobile pop-up store is currently located. Please get familiar with your employer by exploring their
website and Facebook account.
https://brightink.co.nz/ and https://www.facebook.com/brightink.co.nz/
Bright Ink, located in Queenstown, New Zealand, sells secondhand books and provides a creative
space to promote local artists’ work. They selectively curate titles in a variety of genres. They have
general fiction, memoirs, a variety of non-fiction, adventure, crime and thriller, science fiction and
fantasy, young adult and children’s books. The Bright Ink Facebook page has analytics information
available through Facebook Insights. They have shared with you an export of post data for January
to March 2021. The data available through this export is typical of what you would see from a
Facebook page.
Step 1: Preparation
Make sure you have Excel installed on your computer or you have access to Google Sheets. Click
the following link to view the “Facebook Insights Post Data Export - Bright Ink - January to March
2021” file.
Step 2: The Assignment
Bright Ink is interested in the Facebook post performance from January to March 2021. Since
Bright Ink cannot provide you admin access to their Facebook page to access Facebook Insights
data, they have provided a data export from Facebook Insights for your convenience. Bright Ink has
asked you to answer the following questions using data from the Facebook Insights data export.
1. How many posts did Bright Ink post on Facebook from January 2021 to March 2021?
2. Of all the posts Bright Ink posted from January 2021 to March 2021, what percentage were
Photo posts (round to the nearest percentage)?
3. Which post had the largest amount of unique impressions from January 2021 to March 2021
(answer with the post ID)?
4. Which post had the lowest amount of total engagements from January 2021 to March 2021
(answer with the post ID)? Why do you think it had such low engagement?
5. From January 2021 to March 2021, what was the highest post engagement rate (answer
with a percentage)? Engagement rate for a Facebook post is calculated by dividing Lifetime
Engaged Users by Lifetime Post Unique Impressions and them multiplying by 100.
6. For post 107487897828096_196963428880542, what percentage of Lifetime Post Total
Impressions resulted in the video being viewed to 95% of its length (round to the nearest
percentage)?
7. From January 2021 to March 2021, what percentage of Total Engagements where Likes?
(round to the nearest percentage)
8. From January 2021 to March 2021, did posts with hashtags have more Unique Impressions
than posts without hashtags (yes or no)? Why do you think this is the case?
9. Exploring the Permalinks for the various posts, which post would you have been most likely
to engage with? Why?
10. Based on this data, what would be your post recommendations for Bright Ink’s social media
manager moving forward (mention at least two specific recommendations)?
3. Details: formatting and submission information
a) This assignment is to be completed in groups.
b) Submission file should be in Word file
c) The assignment must include the
i. Student name and IDs of all members in the group in alphabetical order
ii. Name of the Assignment
iii. Date of submission
d) The assignment must be original and prepared by the students. Plagiarism and/or cheating offenses
will be reported as per policies and procedures in place.
e) It is expected that students review their assignments for spelling, grammar, and punctuation before
submission the file for marking. Upon review of the assignments, the instructor will determine whether
deficiencies in the assignment will justify not applying the full mark. Examples of deficiencies are: not
following the assignment format guidelines, spelling errors, lack of punctuation or incorrect
punctuation, grammar, applicable references not listed properly or other forms of plagiarism.
4. Tips for a Successful Assignment
A. Planning
a) Ensure that you are clear about the instructions and expectations for the assignment.
b) Ensure you understand the concepts focused by the assignment (and provided in the course
materials).
c) Before you start composing your assignment, you may want to prepare an outline mapping out all the
information you collected and how it fits in the assignment topics (and structure) you must cover.
B. Pacing the work
a) Estimate how much time you plan to allocate to planning, drafting, and revising your assignment.
b) In the planning phase, you may want to have a time interval between collecting and triaging
information. This will ensure you will not rush in using information that may not be useful, or using it
solely due to time constraints as opposed to the worth of its content.
C. Organising your assignment
In addition to following the instructions, please ensure to spell check your assignment, check format, and
the final visual appearance of your document.
D. Formative feedback before submission
Please discuss with your instructor the option to submit your assignment in draft for formative feedback
before final submission for marking.
5. Policies
Referencing – For referencing and/or citations, please use APA guidelines found at
https://owl.english.purdue.edu/owl/resource/560/01/. Verbal citations must be referenced and documented
in separate pages as Appendixes embedding interview scripts.
Plagiarism and Cheating – Plagiarism and/or cheating offenses will be reported as per policies and
procedures in place. Any evidence of cheating/academic offense will result in having the assignment
rejected and a mark of zero, as well as the offense documented by the instructor with the administration.
Late assignments/assignments not submitted/Make ups – Please refer to the “Late Missed Tests and
Assignments Policy.” Requests for extension of deadlines must be discussed with instructor. There is no
expected commitment that an extension will be granted automatically. Approval of extensions is at the
discretion of the instructor. Assignments not submitted will result in a zero mark.
6. Grade Rubric
Yet to Somewhat Competent Advanced level Marks
demonstrate Competent (50-75%) of competency Awarded
competency (25-50%) (75-100%)
(0-25%)
Understanding
of Course
Material (20
Pts)
Application of
learned
Concepts (60
Pts)
Formatting,
Grammar and
Structure (20
Pts)
Total Marks
Awarded
