Draw Insights from Marketing Data
Marketing Data and Technology
Part One:
Setting Goals
Identify Key Business Objectives
Key Business Objective: A defined goal or outcome used to plan the desired direction of your company.�Write at least 3 but no more than 5 business objectives that support your business model. Each objective should be SMART. | |
1 | Key Business Objective 1 (required) Increase unique website visitors by 20% by the end of the year through posting, social promotion and influencer campaigns |
2 | Key Business Objective 2 (required) Strengthen customer service to make sure customers positive experience in our cafe |
3 | Key Business Objective 3 (required) Improved brand awareness over the next six months, to be measured by an increase in organic searches for our brand name by 60% through social media and advertising campaigns |
4 | Key Business Objective 4 (optional) Increase website traffic by 30% in 6 months |
5 | Key Business Objective 5 (optional) |
Identify Key Performance Indicators
Key Performance Indicator (KPI): A quantifiable metric used to determine how effectively your key business objectives are being met. Ensure that the specific metric is clearly identified. | |
1 | Key Performance Indicator 1 for Key Business Objective 1 (required) Email marketing The number of people who clicked a link in your email |
2 | Key Performance Indicator 2 for Key Business Objective 2 (required) Measure the number of people who visit our site and certain pages on the site. |
3 | Key Performance Indicator 3 for Key Business Objective 3 (required) Numbers of sales product to our customes |
4 | Key Performance Indicator 4 for Key Business Objective 4 (optional) |
5 | Key Performance Indicator 5 for Key Business Objective 5 (optional) |
Part Two:
A/B Testing Proposal
A/B Testing Proposal: KPI, Variable, and Hypothesis
KPI used as the basis for an A/B Test:
Strengthen customer service to make sure customers positive experience in our cafe
Identify a variable that will have an impact on the KPI and metric
Insert the variable chosen for the A/B test here.
The variable being tested
Email marketing
The reasoning for the variable being tested
We strive to try which page the audience experience the most
Determine a hypothesis for your A/B Test. Your hypothesis should include the variable you are testing and your predicted outcome.
Insert the hypothesis for the A/B test here.
In the test A, it will be a design with attractive colors, attractive content, with a bot, if it is clicked, it will be taken to the home page of the site In Test B, the design of the page will be through more attractive content, with the presence of a bot being taken to the home page of the site We aim with this experiment to find out which pages are the most converting from the audience
A/B Testing Proposal: Testing Process
Describe the steps you would take to perform the A/B test.
Insert a general description of the steps you would take to perform the A/B test.
Describe how you would determine the results of the A/B test.
Insert a general description of how you would determine the results, including the metrics that you would look at.
Part Three:
Data Exploration
Standard Display - Audience
From the Audience Overview Report, select a twelve-month time period you would like to explore.
Ensure that the following are visible in the screenshot:
Standard Display - Audience
Which month had the most visitors, and which month had the fewest visitors to your site?
As we can see on the Google Analytics screen shoot from 24 October 2021 to October 2022 From the following analysis, we arrive at October 2021 lowest visit 16,711, and for October 2022 highest number of visits 73,172 on the website.
Do you have any ideas why certain trends are associated with these specific months?
The links that we see are analyses for a period of 12 months of the site, through which we see the highest month of visits to our site and the lowest month of visits to our site so that we can know the reasons for the low visits to the site.
Insert your notes about the screenshot on the previous page here.
Displayed during the highest visited months of the site and the lowest visited month in a 12month period.
Percentage Display: Audience
Standard Display: Acquisition
Standard Display: Acquisition
During the twelve-month period you’ve selected, excluding Direct and (Other), which channels had the highest and lowest bounce rates and the highest and lowest eCommerce conversion rates?
Display Based on the screenshot we see the bounce rate we see that it was 86.52% , organic search on the screenshot we see the bounce rate we see that it was %33.33 on the screenshot we see the conversion rate we see that it was 0.01> on the screenshot we see the conversion rate we see that it was %2.64
What do these metrics mean, based on your experience?
Bounce rate is a metric that measures the percentage of people who land on your website
Your conversion rate is the percentage of visitors to your website who completed the desired goal (conversion) out of the total number of visitors
Insert your notes about the screenshot on the previous page here.
Through the previous analysis, we can see the natural search through the natural search bounce rate was 33.33%, the lowest rate of reversal was 86.50%, we reach through which we need to improve the search engines of our site
Percentage Display: Conversion
Comparison Display: Behavior
Comparison Display: Behavior
Based on the screenshot, Identify any trouble spots related to speed page timings.
For traffic from All Users between the start and end of your twelve-month period, please provide a comparison report showing Site Speed Page timings for our top ten pages (based on pageviews) and identify any potential troublespots.
Insert your notes about the screenshot on the previous page here.
As we can see here average speed time is 3.83 is good but we need focus on this range always.
Part Four:
Segmentation
Audience Segment: Demographics
With segment you use these thinks :
Audience Segment: Technology
Audience Segment: User Behavior
Part Five:
Analysis and Suggestions
Analysis and Suggestions: Business Sales Growth
Analyze your existing marketing campaigns to grow your business. In order to complete this section using your own data, you must have the required data (Campaign, Cost, Revenue, ROAS) for a minimum of two campaigns. If you do not have at least two campaigns or are missing some of the necessary data, you can use the Google Analytics demo account or the 2021 GSMM Solar YouTube Ad Sales Funnel Campaigns Pitch Deck to answer this question. You are also welcome to add additional data beyond what is specified.
If using your own data, complete the following table adding rows as necessary. If using the provided GSMM Pitch Deck, delete the table.
Campaign Name (or description) | Cost | Revenue | ROAS |
Solar Leads - In-Stream RT - Conversions | $1,760.23 | $10,957.48 | 6.2 |
Solar Subscribers - Discovery Keywords - CPV | $4,344.11 | $20,977.68 | 4.8 |
| | | |
Analysis and Suggestions: Business Sales Growth
Based on the data and other information provided, how might the campaigns be realigned and improved to potentially achieve a 20% YOY sales growth? You can assume that the c\data will remain consistent over the projected time frame. Please reference specific data to support your answer like metrics and campaigns.
Include your response here. You may also include screenshots if desired
In the awareness-raising campaign, we noticed that the return on the campaign was 4.54%, as well as 4.56%. Through this analysis, we can only improve the campaign better by defining the target group, adding keywords to the campaign, focusing on the intended that we want customers to visit. These are some factors that will It helps us to improve the campaign further and achieve a higher percentage of sales. There are some tips to improve sales, including strengthening our marketing channels, monitoring competitors, not neglecting customer service and others.
Analysis and Suggestions: eCommerce
Now you will evaluate the current state of eCommerce for your business and how it might be improved.
Looking at your website pages or the Google Merchandise store website and current eCommerce experience, identify one change to the eCommerce UX and one additional eCommerce option you would recommend implementing.
Example: One way to improve eCommerce capabilities would be to add the option of a digital wallet with the option to securely store and manage cards that have been used for payment, along with the option of using PayPal or ApplePay.
UX change:
The way to improve e-commerce capabilities is to add a digital wallet option with payment options including digital wallet Apple pay, Master card, visa, and PayPal.
Other eCommerce change or addition:
The store also needs to add an electronic payment service to facilitate the process for users, as well as the purchase journey inside the store so that it is not long, as well as an additional option to add Google maps within the website to facilitate the customers within their site with ease.
Analysis and Suggestions: Technology
Now you will look at your existing technology stack and make recommendations for the future. This should include at least two additional technologies that are not currently utilized, one of which is a new emerging technology.
If using your own business, provide both the existing technology stack and the recommended update which.
If you are not using your own business or do not currently have a technology stack, you can use the GSMM 2021 Marketing Technology and Channels Spreadsheet to answer this question or as a template to create your own.
Provide a link to your technology stack or place a screenshot below. Make sure that the screenshot clearly shows a minimum of 2 new additional technologies, one of which is emerging, and a total stack of no less than 10.