Final project for Web Analytics class at Baruch College.

1. Paul Perez
Ricky Yeung
Carolina Laskari
Michael Matskovsky
MKT 4123
Prof. Marshall Sponder
Spring 2015

2. Statement of Purpose
● Introduction of Manetta’s
● Why Analyze Manettaslic.com
● Business Goals and KPI’s
● Home Page Analysis
● Analysis of Data & Recommendations
● Implementation Timeline
● Conclusion

3. Manetta’s Ristorante
● Italian Cuisine
● Opened in 1992
● Long Island City, NY
● Founded by Phyllis and Mario Manetta
● Owned and operated by the Manetta family

4. Why Analyze Manetta’s?
Manetta’s is already a well-established business, however it’s social media
presence is relatively weak, which is crucial for business nowadays. We
would like to see how to improve that aspect of the business.

5. Business Goals and KPIs

6. ANALYTICS REQUEST TEMPLATE
1.Please outline your request summary
Implement a digital marketing campaign
to increase awareness
2.Please outline the business question you are trying to
answer?
How can we measure the success of the
campaign
3.What Digital or Enterprise KBR is this related to?
Traffic Sources, Backlinks
4.Please list the resulting action(s) you are likely to
take from the data produced?
Increase Traffic, Social Media Exposure
5.(Urgent - today, High - 2-3 days, Medium - 1 week, Low - 2
weeks) Medium - High
6.If you have an existing analytics tool login (you do) -
please outline the reports that you think can assist with
generating this data (list Google Analytics / ComScore).
Google Analytics, Square Space
7.Does this information already exist in one of the
scheduled reports that you have access to?
Yes

7. Digital Marketing Plan
Your Biz/Enterprise
1. Increase Revenue by 10% 2. Increase Traffic
Timeframe
3. 6 months
Audiences
4. Domestic & International audience 5. Italian & Americans
6. Women & Men 7. Age 26-65
Location
8. New York
Tactics
9. Create Relevant Content 10. Implement more Facebook 11. Optimize Twitter Presence
12.Advertise Our Food on Instagram 13. Expand Pinterest Board Presence
Key Business Requirements (KBR)
14. Traffic Sources 15. Behavioral Pattern
Key Performance Indicators (KPI)
16. Backlinks 17. Page Views

8. Cycle of Improvement
Content of Manetta’s Cycle of Improvement

9. Enterprise Goals
● Increase Revenue by 10% in the next 6 months
● Increase referral traffic from Social Media by 300% over next 6 months
● Increase search engine traffic by 100% over the next 1 year
● Increase customers by 20% over the next 1 year
● Increase average browsing sessions of prospective customers

10. Digital Goals
Enterprise Goals Aligned Digital Goals
Increase Revenue by 10% in the next 6 months Increase Purchases through online marketing efforts
Increase referral traffic from Social Media by 300%
over next 6 months
Increase Social Media engagement
Increase search engine traffic by 100% over the next 1
year
Increase Backlinks and Page Views
Increase customers by 20% over the next 1 year Increase website visibility
Increase average browsing sessions of prospective
customers
Establish brand on Social Media such as Facebook,
Twitter, Instagram and Pinterest

11. Data Analysis

12. Squarespace Analytics
Monthly Activity Feb 8th - May 3rd
Sudden increase in activity is
due to the facebook page for
Manetta’s Ristorante
backlinking the website along
with MenuPages, Yelp and
Urbanspoon.

13. Squarespace Analytics
Weekly Visits/Page Views/Audience Size
The Sudden Increase in
Activity.

14. Squarespace Analytics
April 5th - Link to Website Hit Facebook

15. Squarespace Analytics
Keyword Searches v.s. Backlinks
Success with backlinks already linked. Surprising to
have Facebook so low.

16. Squarespace Analytics
Most Viewed Pages
User Experience Recommendations

17. Manettaslic.com Home Page

18. Manettalic.com Menu Page

19. Squarespace Analytics
Platforms accessing Manettaslic.com
Being that
the site is a
responsive
one, it has
the ability to
be picked up
and viewed
by mobile
devices

20. Google Analytics
The Splits between the new/returning
vistors.
It’s a good thing to see
that average session
times and pages/session
are not small.

21. Google Analytics

22. Google Analytics
As expected, Most Search comes from the Northeast/Tri-
State area. Good to see people from other areas
searching the site.

23. Google Analytics
A more in-depth look
at the search results
and locations for the
top 5 search locations,
both organic and
referred search.

24. Google Cheat Sheet
• Where are the customers coming from?

25. Google Cheat Sheet
• What keywords did visitors use to access your website?

26. Google Cheat Sheet
• What site content does your audience like?

27. Google Cheat Sheet
• Are users returning to the website?

28. Google Cheat Sheet
• Where are users exiting your site?

30. Social Media Campaign
● Increase Awareness
● Increase Page Views
● Increase Traffic

31. ● 2-3 Original Posts a Day
● 3-6 Hour Intervals
● Specials of the Day
● Upcoming Holidays/Events
● Happy Hour
● Connect with Italian Chefs
● Connect with Food Critics

32. Facebook
● Continue to Post Photos
● Promotional Flyers
● Link to Instagram
● Create Albums
● Like This Page
● Sponder’s Selfie Assessment
● Create Discussion Section (Blog)

33. Clicks to website

34. ● Contest (Connect to Facebook)
o Referral Discount
o Home Made Italian Dishes by Fans
● Giveaways
● Pictures of Events/Food/Drinks/The Restaurant
● Promote Family Environment
● Implement a new unique hashtag

35. Pinterest
● Create Boards with Original Photos
● Create Boards with Stock Photos
● Boards for Events/Holidays
● Allow customers to “Pin” their favorites

36. Youtube
● Create a video tour of the restaurant
● Videos of Signature dishes
● Videos of cooking tutorials
● Attract audience by providing an interactive experience

37. Tumblr
● Create Blog posts regarding the history and interesting stories about the
restaurants
● Showing certain popular recipes and holiday recommendations
● Provide a more sentimental way of promoting, using emotions to appeal to
the prospective customers

38. Google+
● Anyone who uses Google services already has Google+
● Better Google ranking when optimized well
● Integrates with Google business listings
● Accessible on Google Maps

39. Alternative Option; Programmtic
● Buy ad space by going through ad exchanges
● Talk to DSPs such as MediaMath, Turn, and The Trade Desk and try to
integrate with them
● Do keyword targeting to try to increase our SEO presence
o Focus on keywords like: italian restaurants, italian food, italian places
hempstead

40. Key Takeaways & Next Steps
Manettaslic.com key takeaway’s are:
• Site experience is optimal on mobile & tablet devices
• Majority of the searches are coming from apple devices, both mobile and desktop.
• Unable to determine search terms in Google / Bing that directed to Manettaslic.com
• Majority of site visitors are using an English-language browser and they head
directly to the Dinner Menu
• The lack of social media explains the low site views and lack of backlinks.
Manettaslic.com next steps are:
• Implement a social media live feed to encourage longer visits & repeat visits
• Consider implementing a short test-and-learn (~3 months) to see if website visitors are
receptive to a live Q&A feature on the site
• Properly enact a social media campaign to increase the number of site sessions.

41. What we learned in this project & in this class
What we learned in this project:
• Learned how to navigate through Google Analytics and see how it can relate to
social media.
• Learned the various new options in Google Analytics and which KPI’s were relevent
to this specific type of site.
• It is possible to see where searches are coming from, demographically, as well as
the types of searches, organic and referred.
What we learned in this Class:
• We mainly learned the simplicity and complexity of Web Analytics, and how
companies usually don’t know how to properly use them.
• We were introduced to numerous platforms, Google Analytics, Adobe Analytics,
ComScore, as well as the concept of Programmatic Advertising.
• The information learned in lectures and taught to us through our Guest lectures has
been very informative.

42. Contact Us
• Paul Perez
• Digital Marketing, BBA
• Paul26Perez@Gmail.com
• Carolina Laskari
• Digital Marketing, BBA
• claskari.cl@gmail.com
• Ricky Yeung
• Digital Marketing, BBA
• Ricky320@gmail.com
• Michael Matskovsky
• Digital Marketing, BBA
• Michaelmts@gmail.com
Note: Please state if you grant permission to share this project with future classes (Yes)