On-the-Job Training Experience Report

Name and Roll No. of the Student: Samad Mohd Salim Patel

Name of the organization: m’Bark Media

Department/Division Where Training took place: MA Economics

Duration of Training (Dates): 6TH May 2024 – 6TH July 2024

Date of Submission of Report: 8th June 2024

Signature of Faculty Mentor

Dr Swati Raju

Mumbai School of Economics & Public Policy

University of Mumbai
M.A. Batch 2023-25

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Table of Contents

COMPANY OVERVIEW......................................................................................................... 3
Services Offered...............................................................................................................3
TASK ASSIGNED...................................................................................................................4
Brief Description of Work Done......................................................................................4
ACTIVITIES PERFORMED.....................................................................................................6
Tool Familiarization........................................................................................................6
Strategy Brainstorming....................................................................................................6
Implementation................................................................................................................6
Budget Collaboration.......................................................................................................6
Report Preparation.......................................................................................................... 7
SKILLS DEVELOPED.............................................................................................................8
Analytical Skills............................................................................................................... 8
Technical Proficiency......................................................................................................8
Collaboration and Communication.................................................................................8
Budget Management........................................................................................................8
Reporting..........................................................................................................................8
Data Interpretation..........................................................................................................9
Practical Adjustments......................................................................................................9
Budget Insights................................................................................................................9
Effective Reporting.......................................................................................................... 9
Market Understanding.....................................................................................................9
CHALLENGES FACED.........................................................................................................10
Data Overload................................................................................................................10
Budget Constraints........................................................................................................ 10
Keeping Up with Industry Trends..................................................................................10
Coordinating with Multiple Teams................................................................................10
TRAINING EXPERIENCE.....................................................................................................11
Onboarding Sessions..................................................................................................... 11
Mentorship..................................................................................................................... 11
Team Meetings...............................................................................................................11
Workshops and Webinars..............................................................................................11

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Company Overview

m'Bark Media is a dynamic and innovative digital marketing agency that specializes in
performance marketing, SEO, content creation, and social media management. Founded with
the vision of delivering measurable results to clients through data-driven strategies, m'Bark
Media has grown rapidly in the competitive digital marketing landscape. The company's core
values include transparency, creativity, and a commitment to excellence, which are reflected
in their diverse portfolio of clients ranging from small businesses to large enterprises.

Services Offered

m'Bark Media offers a comprehensive suite of digital marketing services, including:

 Performance Marketing: Focused on driving measurable outcomes such as

conversions, sales, and leads.
 Search Engine Optimization (SEO): Enhancing website visibility and ranking on
search engines.
 Content Marketing: Creating and distributing valuable content to attract and engage
target audiences.
 Social Media Management: Managing social media profiles and campaigns to build
brand awareness and engagement.
 Data Analytics: Providing insights and analysis to optimize marketing strategies.

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Task Assigned

As a Performance Marketing Analyst intern, I was tasked with several key responsibilities
aimed at optimizing the marketing campaigns for IOFHSETA (International Oil Field Health
Safety Environment Training Academy), a major client of m'Bark Media.

Brief Description of Work Done

Campaign Optimization

I was responsible for implementing strategies to enhance the performance of marketing

campaigns. This involved analyzing various metrics such as click-through rates (CTR),
conversion rates, and return on ad spend (ROAS) to identify areas for improvement. By
leveraging data insights, I made adjustments to targeting, ad copy, and bidding strategies to
maximize the effectiveness of campaigns.

Performance Reporting

A significant part of my role involved preparing regular performance reports. These reports
highlighted key findings, trends, and recommendations based on the campaign data. The
reports were presented to stakeholders to keep them informed and aligned on the progress and
outcomes of the campaigns.

Budget Management

I worked closely with the admin team to manage and optimize marketing budgets. This
required a keen understanding of budget allocation to ensure cost-effectiveness and to
maximize ROI. I also collaborated on finding cost-saving opportunities without
compromising on campaign performance.

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Staying Updated on Industry Trends

Staying informed about industry trends, competitor activities, and emerging technologies was
crucial. This involved reading industry news, attending webinars, and analyzing competitor
campaigns to recommend innovative strategies for IOFHSETA.

(Google’s Keyword planner is one of the tools used in order to research consumer trends
and and search volume to identify interests across multiple brands and audience across
different demographics.)

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Activities Performed

Tool Familiarization

Upon starting my internship, I attended several onboarding sessions to get acquainted with
the tools used by m'Bark Media. These included:

 Google Analytics: For tracking and analyzing website traffic and user behavior.
 Facebook Ads Manager: For managing and optimizing Facebook ad campaigns.
 Tableau: For creating detailed visualizations and reports.

Strategy Brainstorming

I participated in several team brainstorming sessions aimed at devising optimization

strategies. These sessions were instrumental in developing innovative approaches to improve
campaign performance and address any challenges faced.

Implementation

Based on the insights gained from data analysis, I made several data-driven adjustments to
the campaigns. This included:

 Tweaking ad copy to better resonate with the target audience.

 Adjusting targeting parameters to reach the most relevant users.
 Modifying bidding strategies to improve ROI.

Budget Collaboration

Working on budget management was another critical activity. This involved:

 Collaborating with the team to allocate budgets effectively.

 Identifying cost-saving opportunities.
 Ensuring that budget allocations aligned with campaign goals and performance.

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Report Preparation

I was responsible for compiling and presenting performance reports to stakeholders. These
reports included:

 A summary of campaign performance.

 Key findings and trends.
 Recommendations for future strategies

(One of the tools I used: A dashboard for Facebook Ads – This is how most of the ads we see
on Facebook & Instagram look behind the scenes for advertisers & analysts, such analytics
are later on exported in Excel/Tableau via a CSV document for reporting performance to the
client & auditing expenses for accounting purposes)

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Skills Developed

Throughout my internship, I developed a range of skills that are crucial for a career in
performance marketing.

Analytical Skills

I enhanced my ability to analyze complex data sets and derive actionable insights. This
involved using various analytical tools and techniques to interpret performance marketing
data accurately.

Technical Proficiency

I gained proficiency in several key tools used in digital marketing, including Google
Analytics, Facebook Ads Manager, and Tableau. These tools are essential for tracking,
managing, and optimizing marketing campaigns.

Collaboration and Communication

Working closely with different teams improved my collaboration and communication skills. I
learned the importance of teamwork and how to effectively communicate insights and
recommendations to stakeholders.

Budget Management

I developed a keen understanding of budget management in the context of performance

marketing. This involved learning how to allocate budgets effectively and identify cost-
saving opportunities.

Reporting

Preparing performance reports honed my ability to present complex data in a clear and
actionable manner. I learned how to highlight key findings, trends, and recommendations in a
way that is easily understood by stakeholders.

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Key Learnings

Data Interpretation

One of the most significant learnings from my internship was how to interpret performance
marketing data. I gained a deep understanding of various metrics and how they relate to
overall campaign performance. This skill is crucial for making data-driven decisions and
optimizing marketing strategies.

Practical Adjustments

I learned how to make practical adjustments to campaigns based on data insights. This
involved tweaking ad copy, targeting, and bidding strategies to improve key performance
indicators (KPIs) such as click-through rates, conversion rates, and return on ad spend
(ROAS).

Budget Insights

Understanding the relationship between budget management and campaign performance was
another key learning. I learned how to allocate budgets effectively, identify cost-saving
opportunities, and maximize return on investment (ROI).

Effective Reporting

Developing skills in preparing performance reports was a valuable learning experience. I

learned how to present complex data in a clear and actionable manner, highlighting key
findings, trends, and recommendations for stakeholders.

Market Understanding

Staying updated with industry trends and competitor activities deepened my understanding of
the market. This knowledge is essential for recommending innovative strategies and staying
ahead of the competition.

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Challenges Faced

Data Overload

One of the major challenges I faced was dealing with large volumes of data. Analyzing and
interpreting complex data sets to derive actionable insights required significant time and
effort.

Budget Constraints

Working within budget constraints was another challenge. Ensuring cost-effectiveness while
achieving campaign goals required careful planning and strategic adjustments.

Keeping Up with Industry Trends

Staying updated with the rapidly changing digital marketing landscape was challenging. This
required constant learning and adapting to new trends, technologies, and competitor
activities.

Coordinating with Multiple Teams

Effective collaboration with different teams such as content, social media, and SEO required
strong communication and coordination skills. Ensuring that everyone was aligned and
working towards the same goals was crucial.

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Training Experience

Onboarding Sessions

The onboarding sessions were instrumental in getting me up to speed with the tools and
processes used at m'Bark Media. I learned how to use Google Analytics, Facebook Ads
Manager, and Tableau, which are essential for performance marketing.

Mentorship

I was fortunate to have a mentor who guided me throughout my internship. Their insights and
feedback were invaluable in helping me navigate challenges and develop my skills.

Team Meetings

Regular team meetings provided a platform for discussing campaign performance,

brainstorming strategies, and addressing any challenges. These meetings were essential for
ensuring that everyone was aligned and working towards the same goals.

Workshops and Webinars

Attending workshops and webinars on various aspects of digital marketing helped me stay
updated with the latest trends and best practices. These sessions were a great opportunity for
learning and professional development.

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