Digital Marketing Analysis: Using Web Analytics and Online Reviews to Track Customer Experience at a New Gym

Abstract

This Data Decisions Challenge tracks the steps followed by a digital marketing consultant, Gemma. Gemma’s objective is to help a newly established gym, Healthy Beat, identify the challenges consumers face with the services offered by the gym. Healthy Beat, following a thriving start, has been facing issues with negative reviews and ultimately the number of gym subscriptions. Gemma was tasked with identifying why the gym is not attracting customers and what changes can make them a successful small business. Gemma starts with collecting and analyzing website metrics as Healthy Beat’s website is the main channel they use to attract and communicate with its Generation Z customers. No matter the insights offered by web metrics, the reports generated are usually in an aggregate form and cannot provide insights on the specifics of behavior. Gemma uses negative reviews of former and current customers, posted on a gym and fitness review platform as a second set of data. This Challenge ends with a task of understanding the data and providing recommendations to the young owner of the gym, Zeineb, for marketing (digital and service related) improvements.

This Data Challenge is provided in this Sage Business collection for educational purposes only. It is designed to illustrate the concepts covered in the exercise and support learner understanding. All scenarios are fictional and do not reflect real events, nor do they imply endorsement of or affiliation with any individual, company, or organization referenced. Any trademarks or copyrighted materials depicted are the property of their respective owners. While the scenarios are fictional, the datasets used may be real or simulated; the source and nature of each dataset are identified in the accompanying source note.

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