In this project, I had to analyze the data for the google merchandise store. I generated five different reports (Real-Time, Audience, Acquisition, Behaviour, and conversion reports ) using google analytics for the google merchandise store for the month of May (1 may-31stmay2020).
in this project, I had to create two types of ads i.e. search and display for my website by using google ads. I ran these two ad campaigns for five days. The main objective of this campaign was to drive quality traffic to my website.
Analysis of data collected on the Google Merchandise Store through the use of Google Analytics tools in order to understand the current situation of the website and to develop solutions
In this project, I had to analyze the data for the google merchandise store. I generated five different reports (Real-Time, Audience, Acquisition, Behaviour, and conversion reports ) using google analytics for the google merchandise store for the month of May (1 may-31stmay2020).
in this project, I had to create two types of ads i.e. search and display for my website by using google ads. I ran these two ad campaigns for five days. The main objective of this campaign was to drive quality traffic to my website.
Analysis of data collected on the Google Merchandise Store through the use of Google Analytics tools in order to understand the current situation of the website and to develop solutions
Email Marketing Project includes:
1)Account Creation, Workflow, and Automation Triggers
i)Follows the right triggers for all the emails mentioned in the detailed brief of the project
2)Ensures that all the relevant and necessary components, such as subject line, effective copy, CTA, etc. are present in all emails.
3)Campaign Analysis
i)Analyses the campaign based on the metrics available on the platform
SEO Project includes:
1)Analyse the SEO audit report on upgrad.com
i)Finding issues and suggesting ways to optimize the website in each of the following sections:
-Content/Keyword Optimisation (at least two)
-Technical Optimisation(at least two)
2)Analyse the SEO audit report of your blog from seoptimer.com
i)Identification of correct titles.
ii)Identification of issues and suggestions to improve for the same.
In this project , I had to run an ad campaign on Facebook for one of my blogs. The main objective of this campaign was to drive quality traffic to my blog. I ran this ad campaign for five days.
Savvyor Hospitals project includes:
i)Create a list of marketing channels to drive traffic to the community forum and curate content ideas for a minimum of two chosen channels.
ii)Create a community engagement strategy in order to keep users engaged in the discussions happening on the community forum. List at least five points for the same.
iii)Suggest ideas for community moderation to keep the sanity of the community in check. This would mean keeping a check on the comments, posts and users. List at least five points for the same.
iv)Identify the tone of the following comments. The tone can be positive, negative or neutral. Once you have identified the tone, write a response for each of the comments according to what you have learnt from the escalation matrix.
a)Comment 1: I availed the doctor consultation offered by the community last week. The doctor was very patient while listening to my queries.
b)Comment 2: I would like to disagree with your advice here. I took the same home remedy as prescribed by some of the people in the video. Unfortunately, it only works for a few, but not for everyone.
c)Comment 3: I do not need your advice. Do not behave like you have an MBBS degree. I can easily conclude you are an idiot just by looking at your profile.
v)Suppose the SavHealth community posts a situation of a patient recovery to increase positive sentiment for Savvyor Hospitals. But it backfires as this is a violation of confidentiality and also a breach of privacy. How do you propose to solve this crisis? Prepare a crisis plan according to your learnings from the course so far.
Capstone Project includes:
1)Understanding of target consumer
i)Defined the rider target audience for Uber (demographics and psychographics) correctly.
ii)Created a detailed consumer persona for the brand correctly.
2)Competition analysis
i)Correctly identified the top competitors of Uber in the market.
ii)Correctly identified the target market for each competitor brand.
iii)Conducted a SWOT analysis for Uber.
3)Understanding of digital marketing channels
i)Mentioned at least 6 digital marketing channels for the campaign.
ii)Identified the objective for each of these channels correctly and provided reasoning for the same.
4)Relevant content ideas and calendar
i)Defined at least 1 relevant content theme/idea for each channel with a relevant call to action
ii)Defined at least 1 relevant content format for each channel.
iii)Defined at least 2 KPIs for each marketing channel chosen
iv)Created a content calendar for the campaign - pre-launch, launch, and post-launch phases.
v)Mentioned at least 2 relevant brands/influencers that Uber can collaborate with.
5)Recorded a 1-1.5 minute video summarising the project (tasks and objective, strategy process and steps, main content ideas and channels and key learnings from the project)
SEM/Display Project includes:
1)Setting up targeted campaigns
i)Identified more than 10 keywords that are relevant to the landing page.
2)Creating Ad creatives
i)Ad copy consists of a headline, description, and call to action. The Ad content is clear and relevant to the landing page used and meets the overall objective.
ii)Relevant ad image is used
3)Assessing campaign results
i)Bid adjustments for all four areas with proper reasoning are mentioned
4)Optimisation
i)Understands the usage of optimization strategies.
* Campaign Problem Statement: Run two types of campaigns Search and Display on Google Adwords to drive traffic to my blog.
* Campaign Objective – To get quality traffic on my blog.
Kidmedics Project includes:
i)Identify different marketing channels that you would use to help the brand achieve its objectives of increased website traffic, downloads and active users. Mention at least six such channels. These can be paid, owned or earned media channels.
ii)To increase the number of app downloads, choose four different paid channels for your brand. For each of the four channels:
a)Identify at least one ad format
b)Come up with one campaign idea.
iii)Allocate your budget (in %) among activities such as creating awareness, retargeting campaigns and engagement activities of the brand. Also, mention the reasons for your answer.
iv)Select at least two KPIs per stage of the consumer funnel given below to measure the performance of your content marketing and paid advertising strategies:
a) Awareness stage
b) Consideration stage
c)Purchase stage
d) Delight stage
v)You saw that the uninstallation rate is at an alarming 70%. Create an engagement strategy for the app to reduce the uninstallation rate. Think of at least three ideas.
Analyze the data for the Google Merchandise Store. Here, you will study the data for the different reports covered in the module - namely, Real-Time, Audience, Acquisition, Behaviour, and Conversions Reports. And solve questions from each of these, which will require you to read and analyze the relevant data from these reports.
1)Identifying the correct answers/values
Email Marketing Project includes:
1)Account Creation, Workflow, and Automation Triggers
i)Follows the right triggers for all the emails mentioned in the detailed brief of the project
2)Ensures that all the relevant and necessary components, such as subject line, effective copy, CTA, etc. are present in all emails.
3)Campaign Analysis
i)Analyses the campaign based on the metrics available on the platform
SEO Project includes:
1)Analyse the SEO audit report on upgrad.com
i)Finding issues and suggesting ways to optimize the website in each of the following sections:
-Content/Keyword Optimisation (at least two)
-Technical Optimisation(at least two)
2)Analyse the SEO audit report of your blog from seoptimer.com
i)Identification of correct titles.
ii)Identification of issues and suggestions to improve for the same.
In this project , I had to run an ad campaign on Facebook for one of my blogs. The main objective of this campaign was to drive quality traffic to my blog. I ran this ad campaign for five days.
Savvyor Hospitals project includes:
i)Create a list of marketing channels to drive traffic to the community forum and curate content ideas for a minimum of two chosen channels.
ii)Create a community engagement strategy in order to keep users engaged in the discussions happening on the community forum. List at least five points for the same.
iii)Suggest ideas for community moderation to keep the sanity of the community in check. This would mean keeping a check on the comments, posts and users. List at least five points for the same.
iv)Identify the tone of the following comments. The tone can be positive, negative or neutral. Once you have identified the tone, write a response for each of the comments according to what you have learnt from the escalation matrix.
a)Comment 1: I availed the doctor consultation offered by the community last week. The doctor was very patient while listening to my queries.
b)Comment 2: I would like to disagree with your advice here. I took the same home remedy as prescribed by some of the people in the video. Unfortunately, it only works for a few, but not for everyone.
c)Comment 3: I do not need your advice. Do not behave like you have an MBBS degree. I can easily conclude you are an idiot just by looking at your profile.
v)Suppose the SavHealth community posts a situation of a patient recovery to increase positive sentiment for Savvyor Hospitals. But it backfires as this is a violation of confidentiality and also a breach of privacy. How do you propose to solve this crisis? Prepare a crisis plan according to your learnings from the course so far.
Capstone Project includes:
1)Understanding of target consumer
i)Defined the rider target audience for Uber (demographics and psychographics) correctly.
ii)Created a detailed consumer persona for the brand correctly.
2)Competition analysis
i)Correctly identified the top competitors of Uber in the market.
ii)Correctly identified the target market for each competitor brand.
iii)Conducted a SWOT analysis for Uber.
3)Understanding of digital marketing channels
i)Mentioned at least 6 digital marketing channels for the campaign.
ii)Identified the objective for each of these channels correctly and provided reasoning for the same.
4)Relevant content ideas and calendar
i)Defined at least 1 relevant content theme/idea for each channel with a relevant call to action
ii)Defined at least 1 relevant content format for each channel.
iii)Defined at least 2 KPIs for each marketing channel chosen
iv)Created a content calendar for the campaign - pre-launch, launch, and post-launch phases.
v)Mentioned at least 2 relevant brands/influencers that Uber can collaborate with.
5)Recorded a 1-1.5 minute video summarising the project (tasks and objective, strategy process and steps, main content ideas and channels and key learnings from the project)
SEM/Display Project includes:
1)Setting up targeted campaigns
i)Identified more than 10 keywords that are relevant to the landing page.
2)Creating Ad creatives
i)Ad copy consists of a headline, description, and call to action. The Ad content is clear and relevant to the landing page used and meets the overall objective.
ii)Relevant ad image is used
3)Assessing campaign results
i)Bid adjustments for all four areas with proper reasoning are mentioned
4)Optimisation
i)Understands the usage of optimization strategies.
* Campaign Problem Statement: Run two types of campaigns Search and Display on Google Adwords to drive traffic to my blog.
* Campaign Objective – To get quality traffic on my blog.
Kidmedics Project includes:
i)Identify different marketing channels that you would use to help the brand achieve its objectives of increased website traffic, downloads and active users. Mention at least six such channels. These can be paid, owned or earned media channels.
ii)To increase the number of app downloads, choose four different paid channels for your brand. For each of the four channels:
a)Identify at least one ad format
b)Come up with one campaign idea.
iii)Allocate your budget (in %) among activities such as creating awareness, retargeting campaigns and engagement activities of the brand. Also, mention the reasons for your answer.
iv)Select at least two KPIs per stage of the consumer funnel given below to measure the performance of your content marketing and paid advertising strategies:
a) Awareness stage
b) Consideration stage
c)Purchase stage
d) Delight stage
v)You saw that the uninstallation rate is at an alarming 70%. Create an engagement strategy for the app to reduce the uninstallation rate. Think of at least three ideas.
Analyze the data for the Google Merchandise Store. Here, you will study the data for the different reports covered in the module - namely, Real-Time, Audience, Acquisition, Behaviour, and Conversions Reports. And solve questions from each of these, which will require you to read and analyze the relevant data from these reports.
1)Identifying the correct answers/values
Maximizing the ROI from Online MarketingScott Abel
Presented by Gian Fulgoni at Web Content Chicago, June 17-18, 2008.
Marketing dollars are moving rapidly from traditional media to the Internet. IDC estimates that $25 billion was spent on search and display advertising, in 2007, up 27% over 2006. However, the very nature of consumers’ online behavior dictates that marketers think in new ways if they are to maximize the return from their investments in online advertising.
This presentation will examine how consumers are using the Internet and identify the ways in which advertisers can best market to them. This will also reveal the key metrics that marketers need to use as they plan and analyze their online marketing efforts so as to maximize their ROI.
The database used for this discussion will be comScore’s panel of 2 million people who have given comScore explicit permission to track the complete details of their online activities.
This is a project requirement to complete a Degree in Google Analytics and Data Studio. Here we have covered Views & Filters, Data Exploration, Segmentation, Dashboard, Time Series chart, Date Range Control.
Social media deck - Computer Application for database marketingSayed Farhan Abbas
A presentation which encompasses the two weeks of my social media platforms and insights about how the platform worked. It was a part of my comp database marketing which required me to use Google Analytics, Facebook insights, Google Trends, Blog Dashboard to evaluate the performance.
PS:- Scored good grades thanks to Prof.Tom
Presentation outlining:
Is the digital model we currently use flawed/
Content and brand selection
Platform evolution
For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/
E-Commerce Sites in Indonesia 2014
A. Detail findings
1.Popular Brand Index
2.Brand awareness
3.Expansive
4.Last Used
5.Future Intention
6.Switching
7.General Information
The Global Challenge to Reinvent the Last Mile in Retail: Insights From Sains...National Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
ANITA BALCHANDANI, Partner, OC&C Strategy Consultants
BERTRAND BODSON, Chief Digital and Marketing Officer, Sainsbury's Argos
Comprehensive research by GetJar on consumer usage and demographics regarding mobile apps. Analyzes consumer demographics in the US, Europe and Asia in terms of what types of apps consumers are downloading, how often, when etc...
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
1. WEB ANALYTICS
LIVE PROJECT
Your name: Arindam Kumar Das
Your blog’s name: CrickStory
Your blog’s theme: Cricket
DM-MICA_P6_Web Analytics Live Project
3. 1. Real-Time Report
● How many users are currently on the Google Merchandise Store? How many of them are
desktop users and how many are mobile phone users?
Your Answer:
There are a total of 62 users currently on the Google Merchandise Store.
Mobile Users: Out of 62 users 44% i.e. 27 users are mobile users.
Desktop Users: Out of 62 users 56% i.e. 35 users are desktop users.
Screenshot of Relevant Data:
4. 1. Real-Time Report
● Which pages are the most active and what percentage of users are present on these pages at
that time?
Your Answer:
The most active pages are as follows:
1) Home – 18.92% users are present on the home page.
2) Google Redesign and Clearance: 5.41% users are present on Google Redesign and Clearance page.
3) Google Redesign, Lifestyle and small goods: 5.41% users are present on this page.
4) Google Redesign, Lifestyle and order discount: 5.41% users are on this page.
5) Google Redesign, new and newest description: 5.41% users are on this page.
6) Basket: 5.41% users are on this page.
7) Google Redesign, Drinkware and Google NYC Campus Mug: 2.70% users are on this page.
8) Google Redesign, Apparel and Google Dino Game Tee: 2.70% users are on this page.
9) Google Redesign, Apparel and Land and Sea Unisex Tee: 2.70% users are on this page.
10) Google Redesign, Apparel, n& sortci = order discount and description: 2.70% users are on this page.
6. ● List the three locations from which the GMS receives the highest traffic.
1. Real-Time Report
Your Answer:
The three locations from which GMS receives the highest traffic are:
1) India: 88.31% traffic is from India
2) United States: 5.19% traffic is from United States.
3) Austria: 1.30% traffic is from Austria.
7.
8. 2. Audience Report:
● Create a user persona for the audience that is engaging the most with the Google Merchandise Store. To
create the user persona, assess the most engaging demographics such as age, gender, etc., from the
‘Demographics’ report. Also, build on the interests of the user persona by deriving details from the
‘Interest’ report.
Screenshot of ‘Demographics’:
9. 2. Audience Report
● Create a user persona for the audience that is engaging with Google Merchandise Store the most. To create
the user persona, assess the most engaging demographics such as age, gender, etc., from the
‘Demographics’ report. Also, build on the interests of the user persona by deriving details from the ‘Interest’
report.
Screenshot of ‘Interests’:
Affinity Categories:
10.
11.
12. 2. Audience Report:
● Create a buyer persona for the audience that is engaging the most with Google Merchandise Store. To
create the buyer persona, assess the most engaging demographics such as age, gender, etc., from the
‘Demographics’ report. Also, build on the interests of the buyer persona by deriving details from the
‘Interest’ report.
User Persona:
1) The traffic is coming mainly from United States i.e. out of a total of 50,922 users,19,200 users (37.78%) are
from United States. The top 3 cities from where most of the traffic is coming from are California: 5,216 users
(26.93%), New York: 1381 users (7.13%) and Texas: 1328 users (6.86%).
2) The majority of buyers are English speaking buyers i.e. 25,551 buyers (50.16%).
3) The majority of the buyers fall in between the age group of 25-34 years i.e. out of a total of 21,887 buyers,
8,926 buyers (41.02%) belong to this age group. The percentage of male buyers are 60.70% and that of female
buyers are 39.30%.
4) In the affinity categories, buyers are mainly interested in Shopping (3.66%), Media and Entertainment or
Movie Lovers (3.52%) and Technology and Technophiles (3.49%).
13. 5) In the In-Market Segments, mainly the interest of the buyers are Employment (3.96%), Business Services or
Advertising and Marketing Services (3.06%) and Business Services or Staffing and Recruitment Services
(2.53%).
6) In other categories, buyers are mainly interested in Art and Entertainment (3.17%), Life Events like Job
Change (2.37%) and Moving to a new place (2.25%).
7) Mainly the buyers are Desktop users (69.51%) and Mobile Phone users (28.35%). Majority of buyers are
Apple iPhone users (38.93%).
8) Out of the total traffic, the majority of traffic is of new visitors (82.6%) as compared to the returning visitors
(17.4%). The reason can be the quality of content.
14. 2. Audience Report:
● How many users are using Chrome, Firefox and Safari respectively? What are the bounce
rates of each of these three browsers? What is the revenue generated from each of them?
Your Answer:
Number of users using Chrome, Firefox and Safari are as follows:
1) Chrome: 38,892 (75.84%).
2) Safari: 8,320 (16.22%).
3) Firefox: 1,377 (2.69%)
Bounce Rate:
1) Firefox: 55.78%
2) Safari: 51.66%
3) Chrome: 47.10%
Revenue Generated:
1) Safari: US$ 4,190.09 (85.41%).
2) Chrome: US$ 715.80 (14.59%).
3) Firefox: US$ 0.00 (0.00%).
16. 3. Acquisition Report
● Which channel is bringing the most amount of traffic (number of users) to the GMS? What is
the percentage of new users in this channel (%) and what is the bounce rate (%)?
Your Answer:
Channel which brings the most amount of traffic (number of users) to the GMS:
The channel which is bringing the most amount of traffic (number of users) to the GMS is Organic Search which
brings 30,085 users (56.36%) out of the total of 50,922 users.
Percentage of new users in the Organic Search:
The percentage of new users in the Organic Search are 57.24% (27,419 new users out of a total of 47,906 new
users).
Bounce Rate:
The bounce rate of Organic Search is 53.76%.
17.
18. 4. Behaviour Report:
● Which landing page has the highest number of sessions? Determine the percentage of new
users (%) and the bounce rate (%) for this landing page.
Your Answer:
Landing Page having the highest number of sessions:
1) The landing page which is having the highest number of sessions is the Home Page i.e. 33,018 (49.63%)
sessions out of the total sessions of 66,525 sessions.
Percentage of new users:
Home Page has the highest percentage of new users i.e. 50.78% (24,329 new users out of the total of 47,906
new users)
Bounce Rate:
The bounce rate of Home Page is 48.13%.
19.
20. 5. Conversion Report
● From the goal visualisation, identify the goal conversion rate (%) at each stage of the funnel.
Your Answer:
Goal Conversion Rate (%) at each stage of the funnel are as follows:
1) Cart Stage:
Goal Conversion Rate (%) = 18.93%
2) Billing and Shipping Stage:
Goal Conversion Rate (%) = 48.39%
3) Payment Stage:
Goal Conversion Rate (%) = 26.83%
4) Review Stage:
Goal Conversion Rate (%) = 61.21%
5) Purchase Completed Stage:
Goal Conversion Rate (%) = 1.50%
21.
22. 5. Conversion Report
● Find out the conversion path that had the highest $ value of conversion.
Your Answer:
Conversion Path having the highest $ value of conversion:
Organic Search (Direct) has the highest $ value of conversion i.e. US$356.60
23. 6. Final Report
● Present your data in the form of a story.
Your Answer:
Presenting the Google Analytics Report of GMS in the form of a story:
Google Merchandise Store is an online store of Google where Google sells it’s merchandise online. Looking at the real time report
out of 62 users 44% i.e. 27 people are mobile users and 56% i.e. 35 people are desktop users. Home page of the GMS is most
active page in the top 10 active pages with18.92% users present on the home page. In the top 3 locations most traffic is from India
i.e. 88.31% traffic from India.
Coming to the Audience report it can be said that in the month of May 2020, the traffic is coming mainly from United States i.e. out
of a total of 50,922 users,19,200 users (37.78%) are from United States. The top 3 cities from where most of the traffic is coming
from are California: 5,216 users (26.93%), New York: 1381 users (7.13%) and Texas: 1328 users (6.86%).Male users were
60.70% and female users were 39.30%. Looking at this data it can be said that it’s mostly the males who visit GMS the most. The
maximum traffic is of the age group ranging between 25-34 years male users (24.53%). This age group has engaged the site the
most. Mostly users are interested in shopping (3.66%), employment (3.96%) and art and entertainment (3.17%). Mainly the buyers
are Desktop users (69.51%) and Mobile Phone users (28.35%).
24. Majority of buyers are Apple iPhone users (38.93%).Out of the total traffic, the majority of traffic is of new visitors (82.6%) as
compared to the returning visitors (17.4%). The reason can be the quality of content. The people visited the store mostly using
Chrome, Firefox and Safari with Chrome having the maximum number of users i.e.38,892 (75.84%).
Coming to the Acquisition report of Google Analytics we can conclude that the channel which brought the most amount of traffic to
the GMS was the Organic Search with 30,085 users (56.36%) out of the total of 50,922 users. The percentage of new users in the
Organic Search are 57.24% (27,419 new users out of a total of 47,906 new users) and the bounce rate was 53.76%
Coming to the Behaviour Report of Google Analytics we can conclude that the home page of the site has the highest number of
sessions i.e. 33,018 (49.63%) sessions out of the total sessions of 66,525 sessions and is the most optimised page of the GMS in
terms of the quality of content published by Google. The home page has the highest percentage of new users i.e. 50.78% (24,329
new users out of the total of 47,906 new users) and the bounce rate is 48.13%.
Coming to the last and final report i.e. Conversion report of Google Analytics we can conclude that the goal conversion rate at the
cart stage is 18.93%, billing stage is 48.39%, payment stage is 26.83%, review stage is 61.21% and purchase completed stage is
1.05%. Looking at this data we can say that GMS had a decent conversion rate.
25. ● Among the top 10 landing pages according to sessions, which ones’ content should the GMS
optimise? (Hint: The highest bounce rates indicate that the number of people moving away is
the highest for these pages as compared with the others, and hence, their content can be
optimised to make them more engaging/relevant.)
7. Optimisations:
Your Answer:
Among the top 10 landing pages according to sessions, GMS should optimise two of it’s landing pages i.e.
store policies/frequently asked questions/home which has a bounce rate of 76.20% and Google
redesign/lifestyle/bags which has a bounce rate of 72.41%. Both these pages have a high bounce rate as
compared to the other landing pages of the GMS.
26.
27. 7. Optimisations:
● Your brand has the option of either running an SEM campaign or investing in Search Engine
Optimisation. Based on the channels of acquisition, which one should GMS focus on and
why?
Your Answer:
GMS should focus on Search Engine Optimisation (Organic Search) because most of the traffic is coming from
Organic Search i.e. 30,085 (56.36%) existing users and 27419 (57.24%) new users are from Organic Search.
Also Organic Search has the highest number of sessions i.e. 36,927 (55.51%) sessions.
Screenshot of Relevant Data:
28. 7. Optimisations:
● GMS is trying to get ‘new’ users to their website by using an email campaign. If they were to
target a particular demographic, then which age group and gender should they focus on? (Hint:
To understand which demographic to focus on, you can refer to the audience report to see where
GMS is getting the maximum percentage of ‘new’ users from, as opposed to repeat users.)
Your Answer:
GMS should target males of the age group between 25-34 years because this category has the maximum number
of new users i.e. 4,948 (24.57%) new users out of the total new users of 20,138 (42.07%).
