Module 6
Google Analytics
By: Madison Cherry
Key Audience Segments
18-24 (20.16%)
25-34 (47.39%)
35-44 (20.68%)
Key Audience Segments Explanation
The audience segment is a crucial factor towards anyone's business. Through Google Analytics we are able to see the gender, age range, page/session, avg. session duration, and interests. Through this tool we are able to see who we need to market to the most. According to google analytics, men, age from 24-35, are the google merchandises store biggest target audience. We can assume those men between 24-35 are techies, they like TV, video games, electronics etc. By knowing these facts, the marketing team is able to market towards that audience. I also chose those specific statistics on the previous slide because I feel like they are the most crucial facts to know about your audience. Not only do we need the gender and age, but we also need to know how long they are staying on pages, and how long they are on the website for. Knowing our audience interests can also help with ads, we can target our specific audience through social media, and display ads.
Top Channels and Sources
Top Channels
Top Mediums
Top Sources
Explanation
The highest performing channels are organic, direct, and referral. According to LinkedIn, organic traffic is the most important channel. If you have a high organic search rate that means you are doing something right. LinkedIn states that the benefits you receive from organic traffic is permanent ranking, real human traffic, and a reliable source of market share. Direct is second because people will google “google merchandise” which will take them straight to their website. Referral is the third highest performing channel, and this is because google might have backlinks on other domains, where consumers click the link and then it takes them to their website.
Slow Loading Page Evaluation
The men's apparel page has the slowest loading page percentage. My hypothesis is there could be an unoptimized image on the page. You will be able to solve this problem by reducing the size of images without losing quality through a compression tool that compresses the image without losing pixel quality. If the size of the image is above 1MB then it’s unacceptable. You could do an A/B test to see which image is better for your website. Post one picture, wait about a week and see the site speed results, and then determine if you need to fix the image or not.
Top Campaigns
Evaluation on the next slide →
Campaign Evaluation
These top campaigns correspond the previous data, because brand and apparel have the highest percentage for campaigns. Since the website we are evaluating is the Google Merchandise store where the sell mostly apparel, it makes sense that apparel is closer up to the top as well as brand. The brand is number one, because the reason why consumers are purchasing from the google merchandise store is because of the brand name Google. Lastly, youtube is the third highest percentage for campaigns. This is because of youtube ads, and consumers clicking on google ads. If we look at the data, that is the last campaign that receives any revenue, and it was only $70 compared to brand that was $1,653. Indicating that their brand is their biggest campaign.