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There are three key elements to be considered when CompanyOne conducts a digital brand analysis. These elements are: Brand share Brand share is defined as the percentage of a given product category’s sales that is attributed to one brand, (Valentine, 2020). This percentage allows CompanyOne to see the essential data collected and compare it to their competitors. Not to be confused with market share, which is the percentage of the overall market that is owned by a specific company, (Tully, 2023). ComapnyOne needs to remain competitive in todays’ market. They need to be doing analysis to get to the solutions of success before their competitors do. Brand audience Brand audience is the specific group of consumers most likely to want your product or service, (Momenta, n.d.). By doing analysis on the market trends, CompanyOne will be able to determine their target group. As the definition mentions, this group is very specific. CompanyOne would do well by focusing on this specific group to gain consumers. Brand and consumer alignment This is crucial for CompanyOne. To have their brand and consumers aligned would be powerful. By creating this alignment, it will help CompanyOne gain a loyal following, customers’ trust, and credibility. Believe it or not, alignment brings more rewards than advertising, (Fleming, 2014). CompanyOne needs to encourage a culture that promotes the brand. This will happen over time by starting it at the top. Making sure it is clear to the employees. Conclusion CompanyOne will be successful with their digital brand analysis if they follow the three key elements. The three key elements are vital in understanding what digital brand analysis entails. They will need to work together as one team to achieve this goals and work together as a unit. This will give them the ability to have a loyal customer following, high profits, and trust. References Fleming, J. H. (2014, August 14). The Power of Aligning Consumers With Your Brand . Gallup.com; Gallup. https://news.gallup.com/businessjournal/173861/power-aligning- consumers-brand.aspx

Momenta. (n.d.). What is… Brand Audience . Momenta Creative. https://www.momentacreative.com/what-is-brand-audience/ Tully, T. (2023, October 11). Research by Subject: Business: Market/Brand Share & Rankings . Libguides.sdsu.edu. https://libguides.sdsu.edu/c.php? g=253156&p=6333434#:~:text=Market%20share%20is%20the%20percentage Topic 4 Most social platforms provide huge amounts of data; however, in the aggregate, which is not very useful. Accordingly, it is not advised that CompanyOne analyze its traffic in aggregate. Web analytics guru Avinash Kaushik argued that “data in the aggregate is useless;” companies should segment or die! (Hemann & Burbary, 2018, p. 13). Explain six of the segmenting strategies that CompanyOne may pursue when using Google Analytics (GA), and the pros and cons of each of them. Before we go into detail about the six segmenting strategies, we need to understand what market segmentation is. According to Tarver, Market segmentation is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action, (2023). This will allow CompanyOne to identify the group they want to target, so they can tailor their products in a way that the target audience will find attractive. By figuring out which products their customers favor, market segmentation can help CompanyOne be on track to produce the right thing rather than risking it. The six types of market segmentation are- behavioral, psychographic, demographic, geographic, occasional, and cultural. Malos helped break down each of the six market segmentation practices. Behavioral Considers the customer’s attitude towards your product. Pro for CompanyOne would be taking into consideration how their customer reacts toward their product. A Con would be a lot of variables when it comes to your customers behavior. It is not straightforward since there are so many ways of communicating to the customer nowadays, online, in person, etc. Psychographic

This is the lifestyle of the customer. CompanyOne would need to study their customers lifestyle to gain a better understanding of what interests them. By doing this CompanyOne would be able to tailor to their target audience. Focusing on their customer’s lifestyle would be a pro for CompanyOne to do a better job at tailoring their products to that specific customer. A Con would be that CompanyOne is only focusing on that specific type of customer. Demographic Learning about the customer’s age, gender, occupation, education level, etc. Very nitty gritty, the fine details that some may want to keep private. However, companies like CompanyOne rely heavily on demographics for marketing. This would be a con, having to rely heavily on demographics to market their products. A pro for ComapnyOne would be to sell a product that offers satisfaction to everyone regardless of their age, gender, or occupation. Geographic Based on the location of the customer, city or state. CompanyOne customers are in various regions. A pro for CompanyOne is being able to have customers from various regions. This allows CompanyOne to tailor products to the customers regions. The con would be having to have multiple types of the same products based on the different regions. Occasional Focuses on certain occasions that are completely independent of the customer. Probably one of the simplest segmentations there are. This is a pro for CompanyOne with it being so simple and straightforward. However, this can also be a con for that same reason, it being too simple. Cultural Classifying the markets according to a specific cultural origin. Culture is an important aspect of one’s life and it has an effect on everything one does in life. Especially when it comes to shopping. By ComapnyOne having a solid understanding of their customer’s culture, it will allow them to communicate efficiently. With that, a con for CompanyOne to consider would be the large amounts of cultures that each customer may have. There are a lot of cultures and it is not always easy to study each one, and have a solid understanding of them. References

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Malos, P. (2018, June 12). The 6 types of user segmentation and what they mean for your product . Medium. https://uxdesign.cc/how-to-think-segmentation-from-day-1-f714df093ccb Tarver, E. (2023, March 30). Market Segmentation: Definition, Example, Types, Benefits . Investopedia. https://www.investopedia.com/terms/m/marketsegmentation.asp

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