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Evidence Guide: BSBMKG421 - Optimise digital media impact

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG421 - Optimise digital media impact

What evidence can you provide to prove your understanding of each of the following citeria?

Analyse digital media impact

  1. Determine measurable impact objectives for digital media
  2. Review and deliver insights from online and offline channel data
  3. Identify tools and technologies accessed by customers
  4. Clearly establish audience engagement characteristics, expectations and responses
  5. Identify gaps in engagement and expectations
Determine measurable impact objectives for digital media

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review and deliver insights from online and offline channel data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify tools and technologies accessed by customers

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Clearly establish audience engagement characteristics, expectations and responses

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify gaps in engagement and expectations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish an experimentation framework

  1. Design, build, and test a learning environment using industry tools and technologies
  2. Prepare strategies for rapid real-time response, and rapid change
  3. Model channel interaction options
  4. Test interaction with target groups
  5. Learn and adapt rapidly to changing customer expectations and interactions
Design, build, and test a learning environment using industry tools and technologies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare strategies for rapid real-time response, and rapid change

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Model channel interaction options

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Test interaction with target groups

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Learn and adapt rapidly to changing customer expectations and interactions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create optimised digital channels

  1. Ensure channels are established using current industry tools and technologies
  2. Enable visibility of the customer journey in digital environments
  3. Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms
Ensure channels are established using current industry tools and technologies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Enable visibility of the customer journey in digital environments

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Support channel strategies

  1. Work effectively with other experts as part of a multi- disciplinary network
  2. Enable rapid change to process and interventions to match real-time customer requirements
Work effectively with other experts as part of a multi- disciplinary network

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Enable rapid change to process and interventions to match real-time customer requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate effectiveness of digital impact

  1. Collate digital data on customer engagement, conversations and conversions
  2. Moderate data to identify exceptions from agreed performance
  3. Document issues and recommendations to improve further digital media optimisation
Collate digital data on customer engagement, conversations and conversions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Moderate data to identify exceptions from agreed performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document issues and recommendations to improve further digital media optimisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Analyse digital media impact

1.1 Determine measurable impact objectives for digital media

1.2 Review and deliver insights from online and offline channel data

1.3 Identify tools and technologies accessed by customers

1.4 Clearly establish audience engagement characteristics, expectations and responses

1.5 Identify gaps in engagement and expectations

2. Establish an experimentation framework

2.1 Design, build, and test a learning environment using industry tools and technologies

2.2 Prepare strategies for rapid real-time response, and rapid change

2.3 Model channel interaction options

2.4 Test interaction with target groups

2.5 Learn and adapt rapidly to changing customer expectations and interactions

3. Create optimised digital channels

3.1 Ensure channels are established using current industry tools and technologies

3.2 Enable visibility of the customer journey in digital environments

3.3 Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms

4. Support channel strategies

4.1 Work effectively with other experts as part of a multi- disciplinary network

4.2 Enable rapid change to process and interventions to match real-time customer requirements

5. Evaluate effectiveness of digital impact

5.1 Collate digital data on customer engagement, conversations and conversions

5.2 Moderate data to identify exceptions from agreed performance

5.3 Document issues and recommendations to improve further digital media optimisation

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Analyse digital media impact

1.1 Determine measurable impact objectives for digital media

1.2 Review and deliver insights from online and offline channel data

1.3 Identify tools and technologies accessed by customers

1.4 Clearly establish audience engagement characteristics, expectations and responses

1.5 Identify gaps in engagement and expectations

2. Establish an experimentation framework

2.1 Design, build, and test a learning environment using industry tools and technologies

2.2 Prepare strategies for rapid real-time response, and rapid change

2.3 Model channel interaction options

2.4 Test interaction with target groups

2.5 Learn and adapt rapidly to changing customer expectations and interactions

3. Create optimised digital channels

3.1 Ensure channels are established using current industry tools and technologies

3.2 Enable visibility of the customer journey in digital environments

3.3 Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms

4. Support channel strategies

4.1 Work effectively with other experts as part of a multi- disciplinary network

4.2 Enable rapid change to process and interventions to match real-time customer requirements

5. Evaluate effectiveness of digital impact

5.1 Collate digital data on customer engagement, conversations and conversions

5.2 Moderate data to identify exceptions from agreed performance

5.3 Document issues and recommendations to improve further digital media optimisation

Evidence of the ability to:

establish realistic digital channel performance measures

analyse digital media data and offline information to determine engagement characteristics of target audience

identify variation between target and actual performance

create a digital media learning environment

model and test alternative methods and techniques to optimise digital impact

respond rapidly to changing expectations, feedback and technological environment

utilise tools and technologies to monitor digital activity

work effectively as a team member in a rapidly changing environment

use data evaluation methods accurately.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

list current industry tools and technologies used in digital media channels

explain current industry level performance metrics and measures

compare characteristics of users across alternative digital channels

identify nodes of integration across multiple digital environments.