Describe how Amazon uses metrics to measure and improve digital marketing effectiveness and contribute positively to its business decisions.

In this case, you will be studying Amazon, named after the river, and meant from its
inception to be a large-scale phenomenon. On its website, Amazon says: “We’re a
company of builders. Of pioneers. It’s our job to make bold bets, and we get our energy
from inventing on behalf of customers.”

Read the case study at the back of Chapter 10 in your text/ebook. This will give you
some foundational information on Amazon. Go on the Amazon site and study it. Spend
time researching at least 5 current resources (not including the Amazon site or your
text/ebook) to support your answers to the following questions.

In your paper, answer these questions as they relate to the past 12 months:

 Describe how Amazon uses metrics to measure and improve digital marketing
effectiveness and contribute positively to its business decisions.

 Amazon has an entire section on its site with the following tab names: Transformations,
Opportunities, Economic Impact, In the Community, Our Innovations, and Sustainability.
In your opinion, why would Amazon do this, does it add to the online customer
experience, and if yes, why?

 Characterize Amazon’s approach to marketing communications. How would you
recommend it be measured?

 Compare Amazon to eBay. Describe any similarities the two are both using to ensure
success?

1 citations must be from text book case analysis
Texkbook citation:
Chaffey, D. & Ellis-Chadwick, F.
(2016). Digital marketing – Strategy, implementation, and practice (6th
ed.). Harlow, U.K.; Pearson

5 other sitations from outside sources.

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