Brief study on Google analytics reports in order to understand the companies digital positioning amongst the target audience as per their buyer persona, and alignment of website content, lead forms and its overall search engine optimization process.

1. - BY SWAPNIL GHORPADE (BDM)
30/11/2015

2.  INTRODUCTION
 GOOGLE ANALYTICS REPORT
 KEY POINTS
 WEBSITE REPORT
 SOCIAL MEDIA REPORT
 ACTION PLAN
 SOURCES

3.  Brief Observation and Analytical reports
studied for deriving Marketing Planning and
Strategy.
 Currently studying and analyzing Online
Consumer behavior of German Market.
 Re-strategizing and Planning according to
the Top Management Goal and Target Setting.

16.  Bounce rate high – 70%
 Demographics country
1. Netherlands – Rank 2
2. Germany – Rank 5
3. India – Rank 3
 Returning visitors - Less
 Marketing channels - Organic search, social,
email
 Less of Mobile and Tablet Engagement

19.  KEY FINDINGS:
 EE Apps Website – NL & DE Language is under
construction
 No Video tutorial or short clip – for e.g.:
https://www.youtube.com/watch?v=vmu4WODw-
Nc&feature=youtu.be
 https://www.youtube.com/watch?v=9M0ctGRQnN4

20.  Less of Audience engagement on Face book Fan
Page, Xing, Tweeter for German & NL Market.
 Currently No Marketing Campaigns for Germany
apart from Email Campaigns

21.  About the Survey:
 The survey was conducted in November, 2012 among 764
German companies, of which 398 were IT / software
development outsourcing companies and 366 – companies
developing their IT / software solutions internally.
 Key Takeaways -
 More than 55% of German companies find their ITO partner(s)
via online research
 Top 3 challenges in software development outsourcing are:
1. poor communication with vendor’s project teams,
2. poor project management on vendor’s side and
3. cultural difference
 Reduction of operating costs is the top factor that drives
most of German companies to outsource development
Source: https://itsourcingeurope.wordpress.com/tag/software-
development-outsourcing-germany/

22.  Social Media Marketing– Xing, FB Page, Linkedin, Tweeter, Google
+, Stumble Upon
 Content writing & Blogging in English, German & Dutch
Language.
 Planning Periodical Post on the respective accounts with the
help of Social Media Tools - Hootsuite
 Social Media Monitoring Tools - Simply Measured, Social Buzz,
Marketing Grader, Meltwater Ice Rocket, Facebook Insights, Google
Trends, How sociable, Followerwonk,
 Competitor Analysis Tools – Alexa, SE Ranking, Infinigraph,
Topsy, Monitor Back links, SpyFu, Moat, iSpionage, Complete Pro,
Quantcast
 Website -
 Activate NL & DE languages for EE-Apps Website,
 Integrate Short Video Movie clip

23. Example – CTA Tabs

25. STEPS DESCRIPTION Hrs
1 Competitive Research for Travel Space –
List of Competitors – NL, DE, EU, INDIA
List of Keywords Category and Keywords – Competitor Terms,
Product terms, Target Audience terms, Semantic Grouping
(search engines award high quality score to keyword groups with high semantic
relevance) e.g.: Heart of Germany River Cruises, cheap flights to
Germany
24hrs
2 On Page Optimization: Website Restructuring (HTML, Meta
Description Tags, Image Alt Tags, Title Page), Landing page
creation for keywords, XML site map making, Robot.txt,
30hrs
Primary Goal -
- Attracting more traffic on our website
- Converting more traffic into leads
- Converting more leads into customers
- Measure & Analyzing each step for continuous improvement (Monthly Reports)

26. STEPS DESCRIPTION DAYS
3 Content Creation: For Travel Domain, (Regularly crawl
competitive sites for changes in SEO or Overall Site Strategy)
20hrs /
On-going
4 Off Page Optimization – Blog Posting, Social Networking,
Social Bookmarking (considered as a quality back link in
the eyes of search engines., helps to increase blog traffic
and Google Page Rank.), Directory Submissions e.g.:
http://targetspider.blogspot.com/2013/02/german-
directory-submission-sites.html
http://listofseosites.blogspot.in/2012/02/german-
directorys-list.html
On-going
5 Video Creation and Optimization –
e.g.: https://youtu.be/vmu4WODw-Nc
Designer
&
Dvloper

27.  Focused Email campaigns with Image Integrations
 Mass Email Campaigns for Festivals and any new
updates in technology and services
 Email Campaign monitoring and reporting.

28.  http://www.strikingly.com/blog/increase-traffic-add-videos/
 http://www.socialmediaexaminer.com/3-ways-to-use-youtube-to-
drive-traffic-to-your-website/
 http://sixtyseconds.video/how-to-drive-traffic-to-your-website-
using-video-marketing/
 http://www.smartinsights.com/social-media-marketing/youtube-
marketing/online-video-tips-integrated-content-marketing/
 http://www.magespider.com/
 https://www.brandwatch.com/2013/08/top-10-free-social-media-
monitoring-tools/
 https://itsourcingeurope.wordpress.com/tag/software-
development-outsourcing-germany/
 http://blog.mention.com/competitor-seo-tools/
 https://youtu.be/vmu4WODw-Nc