Digital Analytics and Social CRM Report for Eatts - Cambridge College

This report, prepared by a student for the Executive MSc in Digital Marketing program at Asia e University, analyzes the digital marketing strategies of Eatts, a Sri Lankan food delivery app. The report begins with a company background, outlining Eatts' services, customer base, and user personas. It then delves into the importance of digital analytics and the current standing of the company, highlighting the competitive landscape. A key focus is placed on analyzing the customer journey, both current and digital, to identify areas for improvement. The report explores digital analytics, including the understanding and implementation of key performance indicators (KPIs) across various digital channels like email, SEO, pay-per-click, social media, and the website. The analysis includes an action plan to improve the customer journey and enhance customer retention through digital CRM. The report also details the requirements of CRM and evaluates potential solutions using the SFA framework. This comprehensive analysis provides insights into how Eatts can leverage digital analytics and social CRM to achieve business growth and improve customer engagement in the competitive food delivery market.

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Registration Number : EMScDM 21-05-67
Student Name : Kumarasinghe Nikhila Sanyama Rajakaruna
Module Title : Digital Analytics and Social CRM
Study Centre : Cambridge College of Business and Management
Sri Lanka
DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have
been acknowledged and the content has not been previously submitted for assessment to
Asia e University or elsewhere. I also confirm that I have kept a copy of this assignment.
Signed: K N S Rajakaruna

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Executive MSc in Digital Marketing Asia e University
Company Background – 408
Task 1 – 764
Task 2 – 1111
Task 3 – 559

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Table of Content
Company Background 4
Types of Organization 4
Size of Organization 4
Range of Products and Services 4
Customer Base 4
User Persona 5
User Journey 5
Digital Customer Journey of the Customer 7
Understanding the Importance of Digital Analytics 7
Current Standing of the Company 7
Analyzing the Customer Journey 8
Current Customer Journey 8
Digital Analytics 11
Digital Analytics and Action Plan 11
Understanding the Digital KPI’s 11
Digital KPI’s 12
Measuring the effectiveness of Digital Plan 13
Implementation of Digital CRM 16
Requirement of CRM and selecting CRM solution 16
Evaluating solution through SFA Framework 16
Referencing 18

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(Figure 0.1)
Company Background
Eatts is the first food delivery App to be developed and executed in Sri
Lanka on mid-2018 which is a brand solely owned by Chads International
(PVT) Ltd. It’s is currently operational in the Heart of Colombo. (Eatts, 2021)
Type of Organization:
Eatts software development company as a subsidiary of Chads International has grown within
the last two and half years with securing exclusive rights with all the major franchises before
any of other main companies came into the market. This has given eatts the necessary
background to build the required customer base in a very short period. (Eatts, 2021)
Size of the Organization:
Range of Product and Services:
Eatts was built to fulfill the increasing demand for a quick and reliable food delivery service,
allowing consumers the advantage of freshly prepared food delivered right to their doorstep, at
the touch of their fingertips. With eatts continuously growing, it has developed few products
along the way to help the customers in the pursuit of quality food and reliable price. (Eatts,
2021)
1) Food Delivery through the app.
2) Grocery and other Essential Delivery.
3) Document and other Customer Deliveries.
Customer Base:
Tagline positioning of ‘Truly Sri Lankan’ has captured the eye of the Sri Lankan customers
with overseas brands coming to the country and has built a loyalty customer base around the
brand.
More than 300+
Restaurants 250 Dedicated rides 73 Dedicated Staff

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Awarness Customer
Aquisition
Customer
Browsing
the Vendors
Customer
Order
Placement
Customer
Order
Delivery
Customer
Retention
• Browing through Restaurants
• Selecting food Items
• Selecting suitable Payment
Method
• Placing Order
(Table 0.1)
(Figure 0.2)
(Figure 0.3)
Customer Segmentation for eatts
Name of Segment Platinum Customer Silver Customer Gold Customer
Customer
Designation
Director Manager Executive Staff
Amount Spent
Annual
Rs. 840,000/= Rs. 300,000/= Rs. 120,000/=
Outlet Preference Cristal Jade, Azylum, Quick
Thai ect.
Isso, Pizza Hut, Café Shaze,
Café Social, Barista
KFC, Gami Gedara,
Burger King, Shanthi
Vihar
Value Proposition Concern more on Product
Quality and Brand Image
Concern both on Quality and
Product Promotions
Mainly Concern on
Promotion and price
range of Products.
User Persona:
User Category Bio
Gold Customer Name - Mr. Shehan XXXX
Age - 28
Address - No xx, XXXXX, Colombo 6
Executive Advisor in a Marketing Company with a reasonable salary.
He has a good sense of value to money and will spent on a brand who
will give a good service.
Favorite Brands
User Journey:
• Facebook
• Instagram
• Website Visit
• App Download
• Rider Accepting Order
• Rider Delivering the Product
• Building Customer
Loyalty
• Giving Special Discounts

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Task 1 – Digital Customer Journey of the Customer
1.1 Understanding the Importance of Digital Analytics
As the Marketing Manager for eatts, it is critical to understand the importance of
digital marketing techniques which could be used to understand what kind of a
role Digital Analytics and Social CRM tools and techniques can play to increase
business growth through customer retention and reduced customer churn. With
good digital analytics and social CRM in place company can build a data driven
analytical approach towards the success of the company which will be based on
customer order patterns, use of platform and other customer behavioral patterns
and ect. This data will assist the company on making accurate decisions without
relaying just on sales numbers. This will also push the business to see what are
the factors which affect the customer to come in to the platform, purchase in the
platform and also at the end to retain the platform to continuously use the
platform in the longer run. Hence good digital analytics and social CRM will
play a vital role in getting the business to the optimum level required by the
business.
1.2 Current Standing of the Company
With eatts being a locally developed digital platform in a very novice market
(food delivery platform have emerged in Sri Lanka only within the last 3 years’
time Span), which connects restaurants, riders and customer together it has a
huge capacity to grow in the current market. However, with international players
and other local tech companies coming into the business it is facing steep
competition. Eatts have used the current social media and other digital platform
as an approach to build customer awareness, acquisition and retention but has
not reach the relevant expected level since inhouse digital media approach has
been used with short term sales approach without a long term proper digital
media planning. Hence it is very important to understand the current customer
journey and how we can improve the customer journey to gain the required
company goals and forecast through a more analytical approach.

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(Figure 1.1) (Kilkenny, 2021)
1.3 Analyzing the Customer Journey
Customer Journey is one of the key components of the companies marketing
approach which needs to be thoroughly worked on to make sure proper
understanding and relevance is given to customer journey. Analyzing the
customer journey both online and offline will be a way forward to increase both
customer acquisition and retention. Hence, we will need to give more time and
effort in making sure a sleeker customer journey by nurturing the customer
experience. This will make sure when customers use our services a pleasant
feeling followed throughout the journey from coming in to the platform making
the purchase and leaving the platform and also after the service is being used.
This will give the company the opportunity to explore, understand and improve
customer experience throughout the journey.
1.4 Current Customer Journey
According to the current general approach of the customer journey we can see
that the current way of customer journey which has number of points connecting
dots to make sure a satisfied customer satisfaction is provided. However, it is
very important to understand the digital customer journey specially with the
company being an online platform.

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(Figure 1.2) (Kilkenny, 2021)
Digital Customer Journey
When we segregate the digital customer journey from the traditional customer
journey it is clear that digital customer journey has much fewer interactive points
and also with the studies and with digital networking and analytics available it
has become really easy to track monitor and to optimize the user journey to bring
more and more customers and to improve the journey for better satisfaction.
With traditional marketing failing with lack of data availability with low chances
to identify the customer engagement and through what medium the customers
have come to the platform. In on the other hand with big tech giant coming into
play has revolutionized the way digital marketing approach and retain customers.
The key factor of digital marketing is availability of data which the companies
can use to gain more interaction engagement and also at the end more sales to
the business.
With ability to track the customer journey points through traditional survey
options as well as digital tracking we will be able to achieve the required
customer data and analyze them to gain more engagement as well as more
interactions through each and every journey point. This will help to understand
the journey points which are more effective in the long run and assist eatts team
to finetune the customer journey to convert customers more effectively.

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Task 2 – Digital Analytics
2.1 Digital Analytics and Action Plan
Eatts getting established in the market it is very important to understanding the
customer journey both digital and offline and to develop a good action plan to
make sure more impressions, interactions and engagements take place with both
the website and app. Its is also important to keep this customer to make sure that
the retention is also in the relevant timeline to gain more business in the longer
run. Which will help eatts to grow and get the relevant results which is required
by the company. Hence it is required to build the action plan in line with the
business requirement on sales and other values and to build them in a way which
will develop eatts.
2.2 Understanding the Digital KPI’s
Keeping your audience under consideration is one of the key important points
when creating KPI’s. More information you have about your audience, more
relationship your audience tend to have with your brand and products, where the
audience are spending time online, better the performance of the digital
marketing will be. Getting to know the psychographics, demographics and other
aspects that will make up your essential targeted audience. With all this it is
important to push beyond the insights to understand how your target audience
move through the customer journey.
We need to understand how many ads points it needs to be seen before going on
to customer conversion and what channel specific touch point are critical to drive
a conversion. Understanding these key elements will help us to move our digital
marketing campaigns to the next level. These insights are gained from
implementing proper KPI’s. Even if we are to kick start the digital campaign or
if you’re to revamp our campaigns having good KPI’s will assist in gaining the
relevant outcomes.

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Marketing
• Cost per
Acquisition
• Market Share
• Brand Equity
• Conversion
Rate
• Bounce Rate
• Page Views
Email
• Open Rate
• Conversion
Rate
• Churn Rate
• Delivery Rate
SEO
• Sales
• Leads
• Conversion
Rate
• Page Views
• Time on Page
Pay-Per-Click
• Cost Per Click
• Ad Position
• Conversions
• Return on
Spent
Social Media
• Amplification
Rate
• Return on
Engagement
• Conversion
Rate
• Followers and
Fans
• Impressions
Surved
Website
• Website
Traffic
• Unique
Visitors
• Time on Site
• Average Time
on Site
• Exit Rate
• Return on
advertising
spend.
2.3 Digital KPI’s
With the above in mind, we will be able to implement the below key criteria’s
with KPI’s given below to make sure proper digital analytics can be done to
achieve the required targets.
Conversion Rate (CVR)
CVR will measure the no of customers who have converted to the website and
app through different points. Initially it will be through the conversion’s channels
like email, social media, SEO, google ads ect and then through internal
conversion of measuring how many who have come to the website and app has
stayed in the platform and has actually converted to a product purchase.
[Accessed 28 May 2021].
Impressions Served
Impression can be simple but is very important to measure because it reflects
exactly how many times the ad has been served to the persons who are in online
which with right marketing could be turned to a customer. If eatts is to use digital
marketing to overall brand awareness volume of impression will be more
important than you realize. With effective use of this KPI we will be able to know
how many impressions is required to keep eatts on the top of customer’s mind.
[Accessed 28 May 2021].
Cost Per Click (CPC)
Cost per click is the amount of money the company will pay for person clicking
on a marketing link which we share. This link will get the customer to initially
(Table 2.1)