Digital Marketing (Growth and Analytics) · Projects
Capstone: MittiMart, finished and presented
Marking guide version 1 · Lessons: DM8 lessons 1–5, DM9 lessons 1–5, DM10 lessons 1 and 5
The problem and who it's for
MittiMart is planning its festival season and wants to hand its marketing work to a new team. They need to see that tracking, the experiment and the SEO fixes all work together, how to set up and run every check, a sensible plan for advertising and growth, and an honest account of what was tested and what is still open.
Scope
- The three projects together in one kit, with all 28 tests passing in the same run.
- Design notes: an advertising plan, one ad automation, one growth feature, and measuring after launch.
- A recorded demo that includes rejecting analytics, the "first three days" mistake and a fix from the audit.
- Three short case studies and a self-review against this guide.
Not included
-
Spending money on real ads, or running a real referral programme or message campaign (the design notes plan them; running one is an optional extra on a business you own, with consent first).
-
Real customer data of any kind.
Before you start
- Projects 1, 2 and 3 complete, each with its self-check saved.
Starter files
capstone/demo-script.md: a suggested 10 to 15 minute demo, including the mistakes you'll show.capstone/case-study-template.md: headings for each case study.capstone/design-notes-template.md: headings for the four design notes.
Download everything at once: starter/digital-marketing-starter.zip.
Milestones
- Run
npm testonce. - Fix anything that broke when the projects came together, and run them all again.
- Write the design notes from the template, marking anything you didn't try as "not verified".
- Write the README section "How to set up and check MittiMart's marketing" for the next team.
- Record the demo following the script.
- Write the three case studies, labelling every figure as practice-kit data.
Expected outputs
- In one run:
npm testwith 28 of 28 passing (10 tracking, 8 experiment, 10 SEO). - A demo recording of 10 to 15 minutes.
- Design notes, three case studies and a self-review.
Acceptance tests
| # | Input | Expected result |
|---|---|---|
| 1 | npm test |
28 of 28 pass in the same run |
| 2 | Your README, given to a friend with Node.js installed | They can set up the kit, open the shop and run every check without your help |
| 3 | Design notes | An advertising plan with a target cost per order worked out from the margin and one incrementality test; one ad automation with its safety controls; one growth feature with consent and abuse controls; the numbers you'd watch after launch; anything untried marked "not verified" |
| 4 | Case studies | Each has a problem, a before and after, results and at least one honest limit, with every figure labelled as practice-kit data |
Failure and recovery exercises
- In the demo, open "Cookie settings", reject analytics and buy something, showing the terminal stays silent. Then explain how the shop's reports should describe the visitors they can't see.
Evidence to submit
- The deliverable link to the repository or folder with the finished kit, README, design notes and case studies.
- The output of
npm testfrom one run. - The demo recording link.
- Your self-review against this guide, with "not verified" for anything you couldn't try (for example a real analytics account, an ad platform, Search Console, Windows or macOS).
Marking guide and self-check
Pass rule: every Safety-critical (S) and Mandatory (M) item must be met. A single unmet safety item means the capstone is not complete. Quality items are for your own improvement.
Your answers are saved in this browser on this device. Self-checked means you checked your own work against this guide; it is not a reviewer's approval. Never paste passwords, keys, tokens or real customer data here.