2. How have you used data or evidence to recommend improvements to a customer journey? What changes did you propose and why?

3. Tell me about a time when you identified gaps in the customer experience. How did you measure the impact of these gaps, and what solutions did you suggest?

Snapchat also researched, but it doesn’t seem applicable at this point

2. What data or metrics did you use to assess the performance of various marketing channels in a recent campaign, and how did this inform your recommendations for future campaigns?

3. Tell me about a time when you suggested changing or adding a marketing channel for a campaign. What evidence did you use to support your recommendation?

2. Describe a situation where you had to evaluate different analytical tools for a marketing task. What criteria did you use to make your final selection?

3. How did the technology or software you used for data analysis in your recent marketing campaign contribute to the accuracy and relevance of your findings?

I organised the Camberley Classic Car Show last year to generate leads and increase brand awareness for an insurance company. The event was expected to attract families with children, so we needed to make our stand engaging.

We focused on families by offering cardboard helmets that children could wear. This was a deliberate choice to avoid typical merchandise that might be easily discarded.

We collected three times more leads than expected. The policies that went on cover paid for the event and more.

Nearly 1000 helmets were made and distributed, making our stand the busiest at the event.

Key Findings: Family Engagement: Targeting families helped us reach a broader audience.

Interactive Elements: The helmets were a hit, drawing people to our stand.

Memorable Experience: By focusing on fun for children, we indirectly engaged parents who are key decision-makers for insurance.

For our Harrogate boutique campaign, we relocated all prom stock to this location and hosted a free-to-attend prom event to drive footfall and sales. The event resulted in 4 prom dress sales on the night and 3 future appointments, showing a positive response from our target audience.

Key findings: In-person events increase engagement, free attendance removes barriers, and targeted stock placement boosted conversions.

While foot traffic was strong, a longer promotional period (as we turned the event round in 4 weeks) and strategic follow-ups could enhance future results. The campaign demonstrated that events effectively drive immediate sales and builds a pipeline of potential customers for revenue growth.

From this event we also got a lot of prom content which was shard as a separate campaign to increase prom sales across all stores.

As part of the Open Evening Campaign, I organised marketing comms across online and offline channels. I used platform specific analytics and feedback forms to gather data on the performance of each of these channels.

Manchester Academy is active across multiple social media channels including Instagram, Facebook, X, TikTok, BlueSky, and LinkedIn. Each channel provides a specific purpose. App-specific analytics, feedback, and general monitoring suggests that students are the

audience on Instagram and TikTok. Parent and carers are using X, Facebook, and BlueSky. Organisations and professionals seeking job opportunities are active on LinkedIn.

Based on evidence from past marketing campaigns, it’s known that social media isn’t the strongest performing channel. This is due to difficulties when communicating with the target audience as many parents/carers struggle speaking English, or don’t regularly engage with the internet. Therefore, offline promotion is vital for driving awareness and

encouraging engagement.

We focused on TikTok, Instagram, and Facebook to reach brides of all ages while excluding LinkedIn, as our B2C focus made it irrelevant. TikTok was used for viral-style content and trend-driven engagement, Instagram for aesthetic inspiration and direct messaging, and Facebook for community-building and targeted ads. We evaluated effectiveness through engagement rates, website traffic, and direct inquiries. TikTok drove the highest engagement, while Instagram generated the most appointment bookings, and Facebook performed well for ads but had lower organic reach.

X has been receiving less engagement from our target audience. Unlike Instagram, X, and Facebook are the two main social media platforms used by parents at the Academy. The lack of engagement is a growing concern as we use X to host signposting content and promote upcoming parent events.

I suggested that the recent disinterest in X is because of the changes made by the company, rather than the content we are posting. From this, we decided to create an account for the Academy on BlueSky. Which is an emerging social media platform, similar to Twitter.

To support my recommendation, I put together a business case for our centralised marketing team. My proposal was based on the observation that many self-employed businesses, a key target for our commercial insurance offerings, were actively using these social media platforms. I argued that by establishing a presence on TikTok and Instagram, we could effectively reach and engage with this new category of potential clients.

I also highlighted the geographical advantage of our company's structure. With branches located up and down the country, I proposed that we could tailor our social media content to focus on specific areas relevant to each branch. This approach would allow us to create more targeted and locally relevant marketing campaigns.

When running a campaign surrounding ‘Skills Bootcamps’ with the goal of maximizing conversions, I ran a range of campaigns to support this with the primary channels being ‘Google Ads’ and ‘Meta Ads’, using Google and Meta ads built in analytic tools and comparing the data it was clear that Meta was outperforming Google seeing a much lower cost per click of £0.20 in comparison to Google at £1.20 cpc.

Alongside this, Meta was also seeing much higher impressions and conversion rates. As a result, I decided to stop running the paid ‘Google Ad’ and bring the remaining budget to the ‘Meta Ad’ and make minor adjustments to improve performance, like adding music. This caused an even lower cost per click of £0.18 and caused us to receive a better outcome.

In the past, I would record footage on the marketing iPad and upload it to Canva to edit and add music. However, during CPD training, I was shown that its far easier to edit video content directly in Instagram.

The process is quicker, easier, and more secure. Video content used to be filmed and uploaded to a shared space on Microsoft Teams. Benefits of this method included collaboration and accessibility,

colleagues could download footage to use and share. However, this was also a detriment as content became hard to keep track of, could be wrongfully shared, or forgotten about.

Editing content with Instagram keeps everything on one device, where the footage is stored and deleted when required. Rather than having shared access, I’m the only person who can edit and share the content, making

the process more secure. Editing footage through Instagram also boosts engagement. The music available with Canva is heavily restricted by copywrite laws, however Instagram has a far better selection and suggests trending audio and hashtags.

We used Meta Suite Analytics to analyse our Instagram and Facebook marketing data because it provides real-time insights, audience demographics, and engagement tracking across both platforms in one dashboard. This was more suitable than third-party tools like Google Analytics for social media performance, as Meta Suite offers in-depth ad performance metrics, post engagement trends, and conversion tracking directly linked to our campaigns. It allowed us to compare engagement rates, identify top-performing content, and adjust targeting strategies in real-time. Unlike broader analytics tools, Meta Suite is tailored for social media marketing, making it the most efficient choice for our campaign.

I currently use Meta Business suite, LinkedIn Analysis and Twitter analysis. To manage, track and schedule our posts. These tools work well with built-in scheduling tools, allowing you to easily schedule posts and built-in analytics tools. Meta business suite is especially useful as we are able to schedule both our ‘Instagram’ and ‘Facebook’ posts at the same time and collect the data in the same place. These platforms also come with zero associated costs and as a growing business with a limited budget, we are restricted to lower budget platforms.

I do believe other platforms like ‘Hootsuite’ could save us a lot of time and improve our marketing as I currently have to spend a lot of time switching between platforms to track posts and schedule them, whereas Hootsuite allows you to do this all in one place.

Hootsuite does come with an associated cost, but I believe this cost could be justified for the time it would save and the streamlined ability to directly track posts performance. The time we would save using Hootsuite could allow us to better dedicate our time to understanding our posts' performance and making adjustments or other marketing campaigns.

Alternatively, we have other options we could consider like ‘Buffer’ but these platforms have less precise analytical tools.

Microsoft Forms provides real-time response tracking and automatic data visualisation, which helps me quickly interpret results and make necessary adjustments to our marketing strategy. The integration with other Microsoft tools like Excel also aids in more detailed analysis.