Interim Report: Brand persona, Assignments of Advertising and Sales Promotion

Download Interim Report: Brand persona and more Assignments Advertising and Sales Promotion in PDF only on Docsity! ADV 442 Individual assignment #2 Due March 17th at 11:59 p.m., via D2L Individual Assignment #2 The purpose of this assignment is to demonstrate that you have an understanding of the basics in Google Analytics. Please answer each of the following questions below. Some answers require that you paste a screenshot into this document. If you do not know how to take a screenshot on your computer, use a search engine to search for “screen shot TYPE OF COMPUTER (EG “MAC”). All questions ask you to use the data from the Google Merchandise Store. Note: This is an individual assignment. You should not work with anyone else in your class on this assignment. You should feel free to use Google to figure out how to complete these tasks. Consult the Analytics Academy training videos… or use Google search to find advice online. Part of the learning process for web analytics is learning to find resources to support you in new tasks. 1. In February 2023, how many total users did the Google Store have? What was the proportion of new vs. returning users? How do these numbers compare to February 2022? Paste in a screenshot of the line graph showing a comparison of the daily number of users in Feb. 2023 compared to Feb. 2022. Total Users(2023): 69K New Users (2023): 58K Returning Users (2023):11K Total Users(2022): 73K New Users (2022): 64K Returning Users (2022):9K 2. Using the default channel grouping, identify the top three specific sources of traffic for the Google Store in all of 2022. In your opinion, which channel of traffic was the most valuable in 2022? How did you arrive at this decision? The top 3 specific sources of traffic for 2022 were organic search, referrals, and display. Organic search has been the most valuable channel and I came to this conclusion based on the data in the table. Organic search users and engaged sessions for organic search are more than twice the number of referrals and it was second on the list. 3. You are meeting with the webmaster, and you want to give her advice about which pages need some improvements in order to improve user experience. Looking just at data from January and February of 2023, what three pages are you most concerned about? Why? What analyses led you to this opinion? (Conduct at least three distinct analyses) 1. The Drinkware| Lifestyle | Google Merchandise Store needs some work because the average engagement time is 0m 27s. Low engagement isn't good, especially because this is a product page. The content is either hard to navigate or not appealing. This category is the second from the last in ranking so it is not a very popular category. 2. The Stationery| Google Merchandise Store has an engagement time of 0m 11s. This category is right about Drinkware and although the engagement time is lower they have a higher number of conversions. This tells me they have ok products/services but it might be hard to navigate or it isn't reaching the target audience correctly. 3. The Apparel| Google Merchandise Store page is concerning as well. It is in the top 4 viewed pages but has an engagement time of less than a minute in comparison to the other pages in the top 4. This tells me that apparel as a whole is not a strong suit and needs to be improved. 4. What is segmentation in Google Analytics and why is it important? Give an example of how (a) user segmentation can be used and an example of how (b) platform/device segmentation can be used to better understand your site traffic. Paste in a screenshot of the segments you created. (Hint: use device category as a dimension) Segmentation is a section or group of data with similar characteristics within a table or dataset. It is important to use segmentation when you want a specific piece of data. For example, you have an online store and you want to see what segment of your customers shop the most, and how they find you. In that case you would filter your data by age, race, gender, and where they are coming from to the landing page. Platform and devices can be used to better understand traffic because you can easily find out what channels they are directed from, helping the company figure out how to reach the audience. 5. Determine the number of users from different device categories (tablet, desktop, and mobile) for all 2022. Then look at the engagement and conversions for purchase. Understanding the device breakdown and purchase conversion rates can help you optimize your website for different devices and improve your overall conversion rate. What does the data tell you about? User->tech overview-> by Platform / device category -> details; then find conversion column to select purchase.