(Luận văn) implementing google analytics in marketing activity of simicart , ltd

INTRODUCTION Define the significance of research In a modern market economy like ours in Vietnam today, competition among businesses is inevitable And with the support of technology in the 4.0 industrial revolution contest, more and more businesses find their unique competitive advantage For example, in the field of commerce, the rise of e- lu an commerce enterprises has created great pressure on traditional commercial n va enterprises Cash payments were gradually replaced by electronic payment, TV tn to advertising, signs gradually replaced by digital advertising, show-room display gh was gradually replaced by commercial websites The rapid development of e- p ie commerce is not only due to the value it brings buyers: fast, compact, w convenient, anytime, anywhere; but also thanks to the added value for the seller: oa nl the ability to measure the effectiveness in real time all activities of the e- d commerce website, thereby analyzing, evaluating and taking action in lu va an accordance with the situation of his/her business However, in the world in ul nf general and in Vietnam in particular, there are still many e-commerce enterprises oi lm that have not exploited the second mentioned advantage In this context, the number of web analytics tools is also growing rapidly z at nh Many tools were born, meeting many different needs of e-commerce businesses z Among them, Google Analytics, which is provided free from Google, is a typical @ name with the ability to track many important indicators and the potential for gm l application to the business in e-commerce business is huge m co Recognizing the importance of web analytics for e-commerce and the an Lu benefits that Google Analytics provides as a web analytics tool, I boldly learn about the Google Analytics tool and choose the topic: “Implementing Google n va ac th si Analytics in marketing activity of SimiCart., LTD.” Aims and process of the research Research in the thesis will focus on Google Analytics tool and the status of applying this tool in some e-commerce companies in Vietnam, and simultaneously analyzing the strengths and limitations of the Google Analytics application in these companies aim to propose ways to improve the operation of Google Analytics applications in e-commerce business for Vietnamese lu an enterprises n va In order to achieve the above goal, the topic has three main tasks to The first is the introduction of web analytics and Google Analytics as a web gh tn to complete: p ie analytics tool, while presenting the main issues that businesses encounter when w applying Google Analytics into business oa nl Secondly, introduce Google Analytics application activities in some d Vietnamese enterprises, then make evaluations about what those businesses have lu va an done successfully and their limited points ul nf Thirdly, on the basis of the above assessments, find out the trends in the oi lm application of Google Analytics into e-commerce business in Vietnam and propose ways to improve this activity for Vietnamese businesses z at nh Object and scope of the research z The object of this thesis is the Google Analytics tool and the implementing @ provide e-commerce merchants technology solution m co l gm status of this tool in marketing of SimiCart - a Vietnamese enterprise that The research topic is limited in terms of time, space and content as follows: an Lu In terms of time, the research topic of the research subjects is in the period ac th n va from 2016 to May 2019 The proposals made by the topic applied in the period si from now to the end of 2020 In terms of space, due to limited research time, the study of Google Analytics tools and the status of applying this tool in e-commerce business is limited to an enterprise in Vietnam In terms of content, the topic only studies Google Analytics on the web and applications of this tool at the level of operation in marketing of business in ecommerce field lu Research method an n va The thesis belongs to the type of research described, in which the methods tn to of analysis, synthesis, logical reasoning and generalization are used The gh information used is secondary information collected through document research p ie and direct interviews with employees of the company nl w Structure d oa In addition to the introduction, conclusion, list of references, list of tables nf va research tasks: an lu and lists of drawings, the topic has a layout divided into chapters equivalent to oi lm ul Chapter 1: Google Analytics in e-commerce business overview Chapter 2: Actual Google Analytics implementation of SimiCart Company z at nh Chương 3: Development trend of Google Analytics in Marketing and some proposed improvements for SimiCart and Vietnamese enterprises z m co l gm @ an Lu n va ac th si CHAPTER 1: GOOGLE ANALYTICS IN BUSINESS OVERVIEW 1.1 General overview of Google Analytics in digital marketing activities in e-commerce business 1.1.1 Related terms In order to learn about Google Analytics in general and the application of this tool in e-commerce business in particular, we first need to review some concepts related to it, including digital marketing, digital analytics, e-commerce, lu an e-commerce business, and web analytics n va Digital marketing tn to According to Hubspot Blog, „Digital marketing‟ encompasses all marketing gh efforts that use an electronic device or the internet Businesses leverage digital p ie channels such as search engines, social media, email, and other websites to w connect with current and prospective customers oa nl Digital marketing can be defined by the use of numerous digital tactics and d channels to connect with customers where they spend much of their time: online lu va an From the website itself to a business's online branding assets digital ul nf advertising, email marketing, online brochures, and beyond there's a spectrum oi lm of strategies that fall under the umbrella of "digital marketing." There are examples of Digital marketing: z at nh  Search Engine Optimization (SEO) z  Content Marketing gm @  Social Media Marketing  Affiliate Marketing  Automation Email Marketing an Lu  Native Advertising Marketing m co l  Pay Per Click (PPC) n va ac th si  Online PR  Inbound Marketing A good digital marketer should have a clear picture of how each digital marketing campaign supports their overarching goals And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal And in that process, marketers need tools and data to understand the impact lu an of their marketing campaigns on conversion rates and a buyer's journey, then n va make business decision for their company That‟s why they need analytics tools Digital analytics gh tn to like Google Analytics p ie Digital marketing analytics is the translation of customer behavior into w actionable business data Today's marketers can use digital analytics tools to oa nl examine the many online channels their buyers might interact with and identify d new revenue opportunities from existing campaigns (Hubspot Blog) marketing analytics, marketers can understand the va an digital lu With ul nf effectiveness of their entire marketing strategy, not just the effectiveness of their oi lm website Using digital marketing analytics allows marketers to identify how each of their marketing initiatives (e.g., social media vs blogging vs email z at nh marketing, etc.) stack up against one another, determine the true ROI (Return on Investment) of their activities, and understand how well they're achieving their z gm @ business goals l Web analytics m co Many experts have very different concepts of web analytics Brian Clifton an Lu (2008) then simply defines web analytics as an ongoing activity to monitor and monitor the "online health" status of businesses According to Clifton, web n va ac th si analytics is just a tool to help business owners realize the entire online business situation of a business In other words, he considers web analytics a form of enterprise performance monitoring, just different from other forms of performance monitoring in that web analytics is web-based and responsive use specialized information technology on the website Some other authors, such as Avinash Kaushik in "Web Analytics 2.0", offer the concept of more and more complex web analytics Avinash Kaushik (2010) argues that web analytics is the lu analysis of qualitative and quantitative data obtained from websites and an competitors to continuously improve the online experience of customers and n va potential customers from that achieve the desired goals From Kaushik's point of to gh tn view, web analytics is a complete process from analyzing data to using those analytical results to improve the products and services as well as the website's ie p interface to enhance the high-quality online experience of website users nl w (including customers and potential customers of the business) d oa E-commerce business in general and e-commerce business on the web, in an lu particular, have many advantages compared to traditional commercial business, nf va one of which is the ability to measure activities happening on the website via oi lm ul web analytics activity With the advent of the Internet in 1991, thousands, millions of websites in general and e-commerce business websites, in particular, z at nh were established However, web analytics was not formed in this period but must wait until some essential technology is developed such as log file (log file, 1993) z and javascript tag (1997), then web analytics newly launched and quickly @ l gm became one of the most important tasks in the e-commerce business Overall, web analytics are parts of digital analytics, and it can be interpreted m co as the collection and analysis of data from websites to draw information about an Lu the online business situation of the business, from the information that is drawn, ac th n va the analyzer will take appropriate actions to achieve the desired goal si Web analytics activities often have to use web analytics tools In general, these tools will be set up to assist analysts in one or more of the tasks of web analytics, from accurately collecting data in a timely manner to processing those data and analysis to make meaningful conclusions There are a lot of web analytics tools on the market today, including some examples: Google Analytics, Mixpanel, Kissmetrics, E-commerce lu Most customers of SimiCart are merchants in e-commerce field, which is an the reason why the term „e-commerce‟ should be defined more clear va n E-commerce began to form since the Internet was formed in 1991 Since to gh tn then, this form of commerce has been growing significantly and has great progress compared to other forms of traditional trade As one of the most ie p obvious manifestations of the Internet's impact on people's lives in the era of nl w information technology, e-commerce has been studied by many scholars and d oa various organizations in Vietnam and in the world However, there has not been an lu a complete consensus among studies of the concept of this commercial form nf va Assoc Nguyen Van Hong and Ph.D Nguyen Van Thoan (2013, p 9) oi lm ul wrote: "e-commerce is the purchase and sale of goods and services through electronic means and telecommunications networks, especially computers and z at nh Internet" This concept emphasizes that e-commerce is merely limited to exchanging goods and services, and other related activities such as marketing, z distribution, etc are not taken into account On the other hand, this view @ l gm considers e-commerce as a two-way process, not only "selling" but also "buying" In terms of media, this concept focuses on computers and the Internet m co Emphasis on the two means is considered necessary because although there are an Lu many other electronic means such as television, telephone, radio, but the ac th n va exchange and sale through means it has never developed rapidly and has strong si impacts such as through computers and the Internet Another view of e-commerce is given by the World Trade Organization (WTO) as follows: "E-commerce is meant to produce, distribute, market, sell or deliver goods and services service through electronic means " This understanding is different from the perspective of Assoc Nguyen Van Hong and TS Nguyen Van Thoan, which it considers both production, distribution, marketing, and freight forwarding activities This view is more comprehensive as lu consider all commercial activities, but somewhat biased towards sellers without an mentioning buyers On the other hand, with no emphasis on any electronic n va medium, this view does not clearly show the importance of the Internet and to gh tn computers in today's e-commerce reality In general, the concept of e-commerce should be understood as the conduct ie p of commercial activities, including from the seller (production, distribution, nl w marketing, etc.) and from the buyer (looking for products) products, payment, d oa delivery, ), by electronic means, especially the newly developed means of an lu information technology era such as computers and the Internet nf va E-commerce business oi lm ul In order to build an e-commerce business concept, we first need to consider the concept of business Clause 16, Article 4, Enterprise Law 2014 says: z at nh "Business is the continuous implementation of one, several or all stages of the process, investment, from production to product consumption or supply z Application services on the market aimed at profitability " According to this @ l gm definition, firstly, business is done by suppliers of goods and services (sellers) and not consumers Secondly, business is done for profit-making purposes m co Finally, business may be the continuous implementation of one, several or all of an Lu the above stages ac th n va Combining the concept of Business with the concept of E-commerce, E- si commerce business can be interpreted as the fact that an applied enterprise continuously performs part or all of the operations of business operations by electronic means, especially computers and the Internet, to earn profits Each electronic means is suitable for one or several certain activities in the commercial business, including a number of means such as: - Phone: Voice media can be used in marketing, customer care, - Fax machine: Media for images and documents, mainly used in sending lu dispatches and contracts an - Computers and Internet: multimedia communication, can transmit almost va n all kinds of information such as audio, images, videos, animations, often gh tn to done through websites (websites) and can be applied to many business activities, such as marketing, customer care, ie p - Smartphone application: Similar to the aforementioned means, nl w applications on smartphones are also capable of transferring most types of d oa information an lu In the framework of this topic, the author mainly studies e-commerce nf va business activities using computer tools and the Internet through websites, also oi lm ul known as e-commerce business on the web 1.1.2 Introduction of Google Analytics z at nh Google Analytics is a free web analytics tool launched in November 2005 after Google purchased Urchin - a company that provides web analytics services z (Levy, 2011) Google Analytics currently has a paid version of Google Analytics @ l gm 360 with more features and fewer traffic restrictions, targeting large businesses According to the statistics of the Technology Survey Web site (w3techs.com), as m co of May 2017, Google Analytics has been used on more than 54.3% of websites an Lu on the Internet, equivalent to 83, 4% of websites use any web analytics tool This ac th n va shows that the popularity of the Google Analytics tool is far superior to that of si rivals As a web analytics tool, Google Analytics performs two main tasks: collecting data from websites and converting them into useful reports Firstly, Google Analytics collects data from the website through a tracking code snippet installed on the website or through another Google service, Tag Manager (Google Tag Manager) The tracking code or tracking tag will send information to Google Analytics server about the number of page views, page load time, user lu location, page behavior, traffic volume, channels source an This information is processed and Exported into reports that analysts can n va access and use at the website https://analytics.google.com/analytics/web/ gh tn to When businesses use Google Analytics as a web analytics tool for their e- commerce business, the major activities are to read and analyze the meaning of ie p Google Analytics reports, from there make necessary actions However, to nl w maximize the potential of this tool, certain interventions into the Google d oa Analytics data collection process should also be implemented (not required), an lu depending on the ability techniques of human resources that businesses should nf va consider implementing these interventions oi lm ul Google Analytics, if exploiting all the features, can provide valuable information for business decisions Google Analytics can track almost any z at nh activity on all users' websites These carefully analyzed data provide important indicators showing the "health" status of the business as well as information z about external factors In marketing, Google Analytics is the simplest and most @ l gm effective way to understand the market, understand customers through analyzing information and user behavior Thereby helping to build specific marketing m co campaigns Google Analytics also helps to accurately evaluate the effectiveness an Lu of marketing campaigns through clear quantitative results Finally, from the ac th 10 n va accurate information obtained, improvements will be made at the right time, in si lu an va n Figure 3.3: Google Analytics Model Comparison Tool to ie gh tn (Source: https://analytics.google.com/analytics/web ) p Testing version (A / B testing) will be implemented more nl w According to Hubspot Blog A/B testing, also known as split testing, is a d oa marketing experiment wherein you "split" your audience to test a number of an lu variations of a campaign and determine which performs better In other words, va you can show version A of a piece of marketing content to one half of your oi lm ul nf audience, and version B to another Although it was announced a long time ago, only a few years ago, A / B z at nh test, especially A / B test for the website, really emerged as a trend in digital marketing This change is probably due to the rapid development of website z building techniques and web analytics tools Therefore, the reality today is that @ l gm almost all large and high-revenue e-commerce websites are required to perform A / B tests to optimize their interface to increase profits to the highest possible m co level can Implementation of different version tests eliminates the subjective an Lu opinion completely from making marketing decisions Which version is better, ac th 66 n va which version brings more conversions is determined by the results of the si experiment with clear data evidences Even so, the intuitive element of marketers still plays an important role because proposing assumptions to build innovative versions still needs their experience and creativity, A / B test only works to test those assumptions In the world of data-driven marketing, businesses, big or small, tend to A / B tests Google Analytics will most likely be used to track these tests 3.2 Some proposals to improve the operation of Google Analytics lu applications in the e-commerce business for SimiCart and Vietnamese an enterprises va n From analyzing the limitations to improve the performance of Google to gh tn Analytics applications in a number of businesses, combined with recognizing the p ie growing trend of Google Analytics tools and trends affecting the application of w this tool, the author would like to propose some suggestions to improve the d Vietnam oa nl operation of Google Analytics applications for e-commerce businesses in lu an 3.2.1 Take full advantage of the features of the Google Analytics nf va Google Analytics is a powerful tool (and it‟s FREE also) with many oi lm ul features that can help businesses better understand their business situation Therefore, not using the full potential of this tool is a huge waste of opportunity z at nh To make the most of the potential of Google Analytics, businesses first need to fully exploit Google Analytics reporting tables Not only that, customizations z gm @ should also be applied to help use Google Analytics more appropriately for the specific business situation of the business Finally, businesses must also know l m co how to connect Google Analytics to other Google tools to take advantage of the benefits of those associations and anticipating new trends an Lu Take full advantage of Google Analytics reports ac th 67 n va Nearly 100 reports of Google Analytics are a huge source of data on the si status of site operations from data about objects, attracting users, behaviors to conversions and real-time data on the site However, because of multi-faceted limitations, many businesses not use them all, they can only use one or several reports amateurishly This makes businesses have inadequate perceptions about their online business situation To get the most out of Google Analytics reports, at least employees must understand all those reports, know what information reports reflect and how to analyze that information to make meaning lu conclusions In addition, employees must understand the business activities to an determine which information and indicators are necessary, useful for the n va operation of the business and select reports that show the information to to gh tn regularly monitor By this way, enterprise employees will not have to read all 100 detailed Google Analytics reports daily (a job which will definitely take a lot ie p of effort) but can still exploit them all in addition to information Important to nl w monitor regularly, additional information from other report tables can also be d oa extracted whenever necessary an lu Customize Google Analytics to suit each specific business nf va Every e-commerce business has its own characteristics, nobody resembles oi lm ul anyone Therefore, Google Analytics has equipped custom and customizable features to make it easier to use this tool To implement this solution, businesses z at nh can start by creating custom indexes and units (dimensions) If the business has special concerns, want to track the information that Google Analytics does not z provide by default, you can create a custom index or dimension to track that @ l gm information Each attribute of a Google Analytics account can create up to 20 custom metrics and 20 custom dimensions Tracking settings for indexes and m co dimensions will require some effort from the site engineering team but the an Lu benefits it brings are great when businesses can comfortably creative in the web ac th 68 n va analysis work, tracking information that competitors may never think of, thereby si creating an advantage in the marketplace lu an n va Figure 3.4: The interface for creating and managing custom features of tn to Google Analytics (Source: https://analytics.google.com/analytics/web ) gh p ie If the business just wants to focus on a specific country market, a view can w be created with custom filters so that Google Analytics only receives data from oa nl visits coming from that country Creating a view can also be utilized to d customize the views for each object in the business For example, the sales lu va an department will only care about access from outside the business In contrast, the operational management department wants to be more interested in how to use nf oi lm ul the site of internal employees more to find ineffective points In that case, the business needs to create different modes for these two parts, a mode to z at nh excluding visits from internal of business for sales, a mode only including internal business access for operational management The issue of concern, as z gm @ well as the different Google Analytics using level of the objects in the business, can also be solved by creating customized reports that fit the objectives of each l m co object Link and integrate using Google Analytics with other tools an Lu The development trend of Google Analytics tool will be enhancing the n va ac th 69 si integration with tools in Analytics 360 Suite as well as some other Google tools Therefore, depending on financial and human resource conditions, enterprises should incorporate the use of some other Google tools to exploit the benefits of linking and anticipating new trends of marketing orientation data Here are some tools that businesses should link to using the same Google Analytics and the benefits that businesses receive when doing so The first tool that businesses should incorporate with Google Analytics is lu Google Tag Manager - a tag management system that allows easy and quick an updating of tags and code snips on websites or mobile apps, such as code used n va for traffic analysis and marketing optimization You can add and update to gh tn AdWords tags, Google Analytics, Firebase Analytics, Floodlight, and 3rd party tags or custom tags from the Google Tag Manager user interface instead of ie p editing directly the original code of the website This will reduce errors and help d oa the tags nl w analysts not to ask for web developers/programmers when they want to configure oi lm ul nf va an lu z at nh z m co l gm @ Figure 3.5: The interface of Google Tag Manager an Lu (Source: https://tagmanager.google.com/ ) ac th 70 n va Google AdWords is also a tool that businesses should care about si Specifically, Adwords is an online advertising service developed by Google, where advertisers pay to display ads to web users The Google AdWords system is cookie-based and partly based on keywords determined by advertisers Google uses these features to place ads on pages that are expected to be relevant Advertisers pay when users redirect their browsing to click on ads The partner site receives a part of the income generated Google Adwords system consists of main components: search advertising and display advertising E-commerce lu businesses often use Google Adwords as an advertiser who buys ads to promote an their products va n The connection between Google Analytics and Google Adwords helps to gh tn businesses get the following two benefits: First, businesses can use Google Analytics as a tool to create targeted audience groups for Google Adwords ads It ie p is understandable that the tracking technology of Google Analytics is much more nl w complete than Adwords, so linking with Google Analytics will help to run online d oa ads on Adwords targeted ads more accurately, which results in a higher profit per an lu cost compared to using AdWords separately Secondly, businesses can nf va effectively monitor AdWords advertising directly on Google Analytics Placing oi lm ul AdWords advertising alongside other digital marketing methods such as email marketing helps analysts have an overview of digital marketing methods On the z at nh other hand, tracking Adwords advertising effectiveness right on Google Analytics also helps us compare costs and benefits - profit z m co l gm @ an Lu n va ac th 71 si lu an Figure 3.6: The interface of Google Adworks va n (Source: https://adworks.google.com/ ) tn to Google Data Studio is a Google tool that helps create visual and vivid ie gh reports One feature of Google Data Studio is that this tool can get data from p many different sources Therefore, with the same report, we can combine data nl w connections from Google Analytics, Google Search Console, or even from d oa uploading data storage files (even excel files) It can be said that this tool is quite an lu similar to creating Custom Reports on Google Analytics The other is that while va Custom Reports can only use data from Google Analytics, Google Data Studio oi lm beautiful ul nf can use data in many other sources and the presentation style is also more z at nh z m co l gm @ an Lu n va ac th 72 si lu an n va p ie gh tn to w Figure 3.7: The interface a report of Google Data Studio d oa nl (Source: https://datastudio.google.com/ ) lu va an Google Search Console (formerly Google Webmaster Tools) is a free service from Google for webmasters It allows website administrators to check nf oi lm ul the status of their indexing and optimize their website's visibility on the search results table Not only that, Google Search Console also helps business website z at nh analysts know exactly the competitiveness of websites on the search results table through search traffic reports in this tool If the link between Google Analytics z gm @ and Google Seach Console, search traffic reports can be found on the Google m co helps analysts significantly increase work efficiency l Analytics User Attraction report interface Focusing the report tables on a tool In order to harness the trial versions (A / B test), businesses should consider an Lu using Google Optimize - the newly released free version of Google Optimize n va ac th 73 si 360 Google Optimize allows testing variations website and see how they work compared to the goals that businesses specify This tool monitors the implementation of the test and tells the business which version is best Linking Google Optimize to Google Analytics, businesses will be able to track the results of the testers directly in the Google Analytics interface with the Experimental report (included in the behavior reporting group) lu an n va p ie gh tn to oa nl w d Figure 3.8: The interface of Google Optimize lu ul nf va an (Source: https://optimize.google.com/ ) oi lm 3.2.2 Implement Google Analytics systematically Like the implementation of any other business support tool, the Google z at nh Analytics using activities need to be implemented in a systematic way to z maximize the benefits and provide a complete picture of the situation of the e- @ commerce business Currently, this activity in some Vietnamese enterprises is gm l still fragmented, sporadic and the main reason is the lack of support from m co business leaders and the lack of compliance with web analytics rules In order for an Lu the Google Analytics application to be implemented in order, these two things must be overcome n va ac th 74 si Raising awareness of business leaders about Google Analytics Each business leader of any enterprise or corporation really desires to support activities that bring the highest benefits to businesses However, there are still many leaders who not know about web analytics in general and Google Analytics in particular as well as data-driven business trends in this big data era This leads to them misjudging the importance and necessity of this activity In order to overcome this problem, business leaders should regularly lu participate in data-oriented marketing seminars and business reporting sessions an in the digital environment in order to get the right awareness of the analysis web, n va Google Analytics and the benefits that this tool can bring to the marketing to gh tn activities of businesses in particular as well as business operations in general Since then, the leaders will have the direction to direct the implementation of ie p Google Analytics applications in a systematic way and have the necessary nl w internal information moves so that the employees in the enterprise also have a d oa serious attitude with this activity an lu Ensure the compliance with web analytics principles nf va To comply with the Google Analytics application principles is also one of oi lm ul the important things in a systematic Google Analytics application It helps businesses avoid unnecessary dangers such as data loss, data misleading, leading z at nh to wrong business decisions, leaking web analytics information to competitors, etc z In order for data integrity to be unaffected through the application of filters, @ l gm customizations, businesses should create different views for different purposes while retaining backup views in case of making filter creation, there are errors in m co customization: an Lu - Filtered data is no longer recoverable, so it is necessary to create a view ac th 75 n va that contains no filters or targets - the view contains "all site data" (All si website data) - Each business has its own business goals and marketing goals Therefore, it is necessary to have a "Main" view in which filters and goals (goals) must be set up to keep track of what is needed (for example, removing internal traffic, track the number of items purchased A, ) - The operation process of the enterprise certainly changes in the lu objectives and methods of data analysis, so the settings of the "Main" an view sometimes have to change To ensure the changes are not flawed, va n an "Experiment" view is required to try these changes before making to gh tn them on the main view Because there are risks of errors in the experimental mode, so enterprises should never use data in this view to p ie make business decisions d oa nl w oi lm ul nf va an lu z at nh z @ gm Figure 3.9: Create different views to protect data integrity m co l (Source: https://analytics.google.com/ ) an Lu Complying with the principle of decentralization - authorization and principles of confidentiality of web analytical information should come from the n va ac th 76 si close direction of business leaders, first of all from the plan of deploying operations to determine whether suitable member who performs tasks related to Google Analytics, so they may assign each person correctly and have full access to the Google Analytics account of the business After that, it is necessary to have directed the protection of account information of each individual employee because only one account of a person is stolen will surely have leaked web analytics data ooze out lu 3.2.2 Develop skillful human resources an No matter how powerful Google Analytics is, it is just a tool, the n va capabilities of the tools are always limited by the ability of its users Therefore, to gh tn the development of human resources is extremely necessary for the operation of Google Analytics applications can be optimal To this, businesses have two ie p approaches: through recruiting new human resources and through current human nl w resource training d oa Developing professional human resources through new recruitment an lu In the process of recruiting marketing employees, businesses can add nf va knowledge of web analytics in general and Google Analytics in particular as a oi lm ul criterion for evaluating the selection of candidates Currently, although the general level of web analysis of Vietnamese human resources is not high, there is z at nh still a division of marketing staff who understands and wants to develop a career in this direction Adding the above elements to the recruitment notice is one of z the ways to ensure that businesses get the attention of the above subjects This @ l gm approach will create a uniformity of Google Analytics application qualification in the staff of the enterprise and is suitable for businesses who still regularly m co recruit new people an Lu On the other hand, if the enterprise has a stable staff and does not want to ac th 77 n va recruit too much, disturbing the current situation, it is possible to employ si recruiting "headhunters" This option means recruiting a truly professional staff member with web analytics and Google Analytics to take care of the entire web analytics business However, this "headhunting" must be accompanied by a policy to promote awareness of web analytics and data-oriented marketing for the entire staff, otherwise, the effort of a single employee - even with expertise is likely useless Training current human resources to improve professional qualifications lu In the era of technology development – with the support of the internet in the 4.0 an industrial revolution contest, learning becomes easier than ever with online n va courses By watching the videos on sharing site YouTube is that the employees to gh tn of the business can also find some free courses that provide a basic understanding of the topic they want However, in order to get trained staff who ie p still take advantage of the convenience of online training, businesses should nl w invest their employees in some courses on reliable web sites like udemy.com or d oa coursera.org to improve their understanding of web analytics Regarding how to to learn more about this tool at nf va want an lu use Google Analytics, Google has its own online training program for those who oi lm ul https://analytics.google.com/analytics/academy/ Participating in this training, learners will be instructed in detail how to use Google Analytics from basic to z at nh advanced and how to combine using Google Tag Manager tool z m co l gm @ an Lu n va ac th 78 si lu an Figure 3.10: Online course on using Google Analytics n va (Source: https://analytics.google.com/analytics/academy/ ) tn to In addition, businesses can also send employees to attend offline training courses ie gh or organize internal training activities such as experience exchange sessions p between centers and offices (for businesses with geographic division), invite experts in business seminars, to enhance staff capacity, is also a way to nl w d oa promote learning through practice oi lm ul nf va an lu z at nh z m co l gm @ an Lu n va ac th 79 si CONCLUSION In the context that information technology is constantly evolving, ecommerce is becoming more and more popular, web analytics tools are changing the face of many traditional businesses The advertising industry has always assumed that its product is not able to be accurately measured but more intuitive, it is now accepted that online advertising can be accurately measured to every click The marketing consulting industry, which is used to working with a lu traditional buying environment, now has to work with the network environment an n va and is forced to learn how to use web analytics tools In that context, Google to Analytics has always been the most popular web analytics tool in the world since gh tn it was 'born' Google Analytics really contributed greatly to changing the rules of p ie playing on the e-commerce playground w Despite such popularity, the application of Google Analytics in e-commerce oa nl business in Vietnam is only wide and not deep The rate of businesses using this d web analytics tool is quite large, but almost all of them only stop at the basic lu an level, most businesses have not fully exploited the potential of Google Analytics nf va application, to turn it into a competitive advantage However, with the oi lm ul development trend of data-oriented business strategies, soon e-commerce businesses in Vietnam must also embark on implementing web analysis at a z at nh deeper level, exploiting the maximum potential of Google Analytics The development path is still ahead, businesses still have a lot of work to z gm @ so that in the near future, activities which apply Google Analytics in e-commerce business will be deployed widely and benefit for all participants m co l an Lu n va ac th 80 si