group assignment dma301m digital marketing analysis

In this report, we analyzed 4 important indicators of Google MerchandiseStore including Brand Impact, Consumer Outcomes, Customer Value and Attribution.Through our research, we see that

GROUP ASSIGNMENTDMA301m - Digital Marketing Analysis

CLASS: MKT1803 - GROUP 5

GROUP LIST

TABLE CONTENT

1/ Executive summary 2

2/ Introduction 2

2.1 Introduce Google Merch Shop (GMS) and its target audience 2

2.2 Briefly discuss the digital marketing landscape for e-commerce 3

4/ Strategy and data-driven marketing plan 26

4.1 Identify goals at different levels 26

In this research we study Google Merch Store, Google Merch Store data we use onGoogle Analytics In this report, we analyzed 4 important indicators of Google MerchandiseStore including Brand Impact, Consumer Outcomes, Customer Value and Attribution.Through our research, we see that Google Merchandise Store is facing a number of problemssuch as important conversion indicators are not high, the time users spend on the web is nothigh, and the retention rate is low, these problems are not high leading to the website'srevenue not being really effective We can identify groups of products that users areinterested in and buy a lot, or reasons why the user experience is not really good, leading tolow conversion rates To improve the problems of Google Merchandise Store, we haveproposed a detailed marketing campaign Through the campaign, we want to increase brandawareness, increase revenue by 20%, and increase consumer engagement To achieve theabove goals, we will focus on increasing website traffic, providing customers with productsthat match trends and meet their needs, attract new customers and retain customers oldcustomers through promotions At the same time, we will improve website speed and protectconsumers from risks when using the website.

2/ Introduction

Google's merchandise store is an online platform where users can purchaseGoogle-branded items such as apparel, accessories, and office supplies The store features awide range of products, including t-shirts, hats, water bottles, phone cases, and more Theseitems are often adorned with the iconic Google logo or other branding elements associatedwith the company.

The Google merchandise store is not only a place for fans to show their support forthe company but also a way for Google to promote its brand and generate additional revenue.The store is operated by Google itself and is available to users worldwide through thecompany's website.

One of the most popular items in the Google merchandise store is the Google HomeMini, a smart speaker that allows users to interact with the Google Assistant Other popular

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items include t-shirts featuring various Google logos and slogans, as well as accessories suchas phone cases and laptop sleeves.

In conclusion, the Google merchandise store is an online platform where users canpurchase Google-branded items such as apparel, accessories, and office supplies It serves asa way for fans to show their support for the company while also providing an additionalsource of revenue for Google.

Digital marketing is a vast subject line It includes various online marketing activitiesthat attract possible customers, engage them in various ways, and confirm sales Therefore,the landscape here refers to using various marketing channels and platforms to attractcustomers, involve them, and increase sales.

The landscape is emerging as the number of users has been increasing daily, andpeople prefer buying online products or getting information before clicking the order button.Even physical store owners include digital marketing in their marketing plan and budget formaximum outreach Thus, the marketing tool becomes an integral part of any business tosustain in the market and elevate revenue.

3/ Website analysis

3.1BrandImpact

The analysis from the "Sessions by Session medium" and "Users by Country" tableshas provided important information about the website's traffic sources and the geographicaldistribution of users With 42K sessions of unknown origin, the organic traffic stands insecond place with 12K sessions, focusing on enhancing brand awareness The data onreferrals, CPC, and email all indicate contributing channels, but their contribution isrelatively low compared to other channels.

In terms of geographical analysis, the United States is the dominant market with 33Kusers Meanwhile, India and Canada, along with several other countries such as China, Japan,Australia, and Brazil, have a significant number of users On the other hand, the lowernumbers in some other countries may reflect factors such as higher income in the US, a moreprevalent trend of online shopping, or differences in local cultures and markets.

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In the "How are active users trending?" section, the chart shows a slight upward trendfollowed by a plateau in the number of sessions from February 6th to March 4th, 2024.Specifically, there were 42,230 sessions coming from an unidentified source The data alsoshows a total of 53K sessions in the last 30 days, 12K sessions in the last 7 days, and 1.2Ksessions in the last day This growth could reflect the effectiveness of recent marketingcampaigns or increased brand awareness It's possible that the website has updated its contentto accurately and timely reflect market trends or consumer preferences, thereby attractingstrong and continuous user interest Additionally, optimizing the user experience on mobiledevices may have played an important role in improving the quantity and quality of sessions.In the "How well do you retain your users?" section, the cohort chart describes thepercentage of users who return after their initial usage of the application or website oversubsequent weekly intervals In the first week, there was a 3.7% user retention rate, whichgradually decreased over the following weeks, with a retention rate of 1.2% in the fifth week.The continuous decline in user retention suggests that users may not find enough value tocontinue using the product or service after the first week, raising questions about improvingthe product, service, and marketing strategies to enhance user engagement The reporthighlights optimistic growth in terms of traffic volume but also underscores a significantchallenge in retaining users in the long term This calls for a focus on optimizing the userexperience and enhancing engagement through product improvements, compelling content,or user retention campaigns to stimulate users to return and continue using the platform.

In the past 30 minutes, the website recorded activity from 33 users, with a chartdisplaying fluctuations in traffic on a minute-by-minute basis, although it doesn't providespecific figures The breakdown of device usage during this time period shows a clearpreference for mobile phones, with over half of the users opting for this medium to access thewebsite This reinforces the trend of mobile access as not only a random occurrence but alsoa reflection of the changing internet usage habits of modern users With the increasingpopularity of mobile phones and their convenience, users are increasingly inclined to usetheir phones to access the internet and engage in online activities This poses a new challengefor web developers, requiring them to optimize their websites to be mobile-friendly andperform well on mobile devices, from responsive design to optimizing page load speed.Meanwhile, desktop computers and tablets still hold a significant share, accounting forroughly half of the remaining traffic.

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It can be observed that this website or application has a relatively balanceddistribution of users between mobile and desktop platforms, with mobile phones accountingfor about half and desktop computers not far behind This provides an insight into thediversity of user device usage, highlighting the importance of optimizing the website for bothtypes of devices Most users access the website directly, with a small portion coming fromGoogle and Yandex, indicating that the website could benefit from search engineoptimization to enhance traffic User data suggests that a significant proportion are not newcustomers, suggesting an opportunity to convert existing users into buyers In particular, the'Stationery' category appears to be popular, receiving a high number of views, which mayindicate a strength or an opportunity to focus on in marketing campaigns.

Based on real-time dashboard analysis, it can be observed that the level of userinteraction with this website is consistently high With 62 page views, it demonstrates userinterest in the website's content This interaction is further reinforced by 44 new sessionsstarting and 30 instances of users viewing product listings This indicates significant userengagement, particularly in searching for product information.

Additionally, the "view_item" event is also noteworthy, with 15 recorded events Thisinteraction not only shows user attention to specific products but also inspires purchaseactions, with a 100% conversion rate from product views This suggests that users have adeep understanding of their needs and preferences and are ready to take action based on theinformation they have gathered from the website.

However, the dashboard also indicates a shortcoming in collecting and analysing userattribute data with the message "No data available." This presents a significant barrier incategorising and understanding user behaviour based on specific characteristics, impactingthe ability to personalise and optimise the user experience.

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The most searched and purchased product is pens, and the highest number of views ison the "Stationery" page This indicates that in January, users were not only interested inviewing but also buying pens and other office supplies.

There was a significant spike in the number of views on the "Stationery | GoogleMerch Shop" page in the middle of February This reflects a particular interest in officesupplies during that time, possibly due to the start of the Spring semester in the United States,where students and educators are preparing for the new academic term and require variousoffice supplies.

Not only did the "Stationery | Google Merch Shop" page have the highest number ofviews, but it also had the highest conversion rate, leading to revenue exceeding $100,000.

3.2Consumer Outcomes

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From February 6 to March 4, Google Merchandise Store's Average engagement timeand Average engagement time per session were measured at 59s and 43s, respectively.This means that on average, each customer spends an average of 59 seconds using thewebsite, and each visit lasts 43 seconds This index is much lower than the world's leadinge-commerce platform like Amazon The average usage time of Google Merchandise Store byusers per visit is not high, possibly because the website may be having some technicalproblems such as page load speed, display speed, , the design is not really optimal, leadingto user confusion, which leads to difficulty using, and the website is not able to displayproducts that suit customer needs Another reason is that the customer's purchasing journey isnot optimized, leading to users giving up midway and leaving the website after a short time.Finding the cause and fixing website problems will give users a better experience.

From February 6 to March 4, the Users index measured was 50k and New users was45k The new user rate is 90%, meaning that out of every 10 users, 9 are new users This is animpressive index, which can reflect a website's high appeal to new users Having many newusers can be the result of an effective marketing strategy Google Merchandise Store needs tocome up with strategies to retain new customers by bringing them value such as providingincentives and optimizing the website Although the number of new users is large, to evaluateoverall performance, it is necessary to consider conversion metrics If you have a highnumber of new users but not many converting (e.g adding to cart or checking out), GoogleMerchandise Store needs to consider factors such as user experience, product quality, orstrategy marketing.

Google Merchandise Store's Engagement indexes are not high We can see that theproduct viewing rate is quite high, especially around March 20 However, importantengagement metrics like add to cart and checkout are very low Issues can stem from a pooruser experience, perhaps due to an unfriendly website interface or slow page loading.Additionally, product quality may not be clearly stated in the description, leading tohesitation when customers need to add to cart or check out Factors such as high deliverycosts, limited payment methods, or inappropriate marketing strategies can also contribute tothis problem.

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Initiate Checkout (100% complete): Everyone starts the checkout process, showingthat they intend to make a purchase.

Add Shipping Information (78.4% completed): There is a significant abandonmentrate at this stage, possibly because users feel the process of entering shipping information iscomplicated or time-consuming.

Add Payment Information (94.9% complete): Most users continue after addingshipping information, indicating that they have decided to make a purchase and are in theprocess of completing the transaction.

Purchase (64.9% completed): There is a high abandonment rate in the final step,possibly because users are having technical issues or they need time to reconsider theirpurchase decision.

Therefore, providing detailed and clear information about the product and returnpolicy so that users feel more confident when making a purchase is very important.

The website has a good New users/Users ratio but the customer retention rate is verylow Of the 45k new customers, only 9.2k returned to use the site It reflects a poor customerexperience on the website There are a few reasons leading to low retention rates such as thewebsite not displaying and providing products that suit customer needs, the website havingsome technical problems such as page loading speed, website design Incentive strategies forold customers are not attractive, leading to them not returning Another reason is that thecustomer's purchasing journey is not optimized, leading them to switch to another, bettere-commerce platform.

Android and iOS are the two most used operating systems to access the store, withAndroid leading at 18K users and iOS following at 15K This shows the popularity of mobiledevices in online shopping The majority of users access via web/mobile, with a total of up to29K This is due to the popularity of mobile phones and the ease of operation on smallscreens compared to other devices such as desktops and tablets Therefore, optimizing yourwebsite for mobile experience is very important to help a large portion of customers whoregularly shop on mobile devices have a good experience.

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Data from GA4 shows that the Google Merchandise Store is most visited by theChrome browser, followed by Safari and Edge.

Chrome: Is the most popular browser, widely used on many different devices andoperating systems, therefore has a large number of users Strong integration with Googleservices and high performance also increase Chrome's popularity.

Safari: Is the default browser on Apple devices such as iPhone, iPad and Mac, so ithas a significant number of users Users often tend to use the default browser, and Safari isoptimized for the Apple ecosystem.

Edge: Is the default browser of Windows 10 and newer versions, and has beensignificantly improved by Microsoft compared to Internet Explorer Edge offers good featuresand performance, especially when used with Windows.

So making sure the Google Merchandise Store works smoothly and adapts to thesebrowsers is very important Ensuring this will help most customers have good experiences ontheir device browsers

Webinterfacesize

Based on image descriptions, data from GA4 shows that the Google MerchandiseStore is accessed by users with different screen resolutions The screen resolution of1920x1080 has the most users, followed by 390x844 and 414x896 It suggests that:

1920x1080: This is a Full HD resolution, popular on desktops and laptops, indicatingthat many users use these devices to access stores.

390x844 and 414x896: These resolutions are commonly found on mobile phones,indicating a large number of users accessing stores from their mobile devices

To improve user experience, Google Merchandise Store can:

Optimise web design for both desktop and mobile devices, ensuring that the websitedisplays properly and is easy to use on all resolutions Test page load speed and performanceon popular resolutions to ensure your website is fast and smooth Analyse user data to betterunderstand visitor behaviour and optimise content and marketing strategies accordingly.

3.3 Customer value

The User retention by cohort chart shows that the rate of new users returning on day 1(the day after the day the customer visits the Google Merchandise Store) is alwayssignificantly higher than the rate of new users returning on day 7 The biggest difference wasin early March when the rate of users returning after one day skyrocketed and the rate ofusers returning after 7 days showed signs of decreasing It's possible that this difference isbecause new users may return on day 1 to explore more products, site features, or complete atransaction they've already started A special thing is that in late February and early March,

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the percentage of users returning on day 7 was very low, remaining at 0% for consecutivedays.

The User engagement by cohort chart shows the average interaction time of new usersreturning to the Google Merchandise Store website or mobile app on day 1 and day 7 Fromthe chart we can see that the corresponding time The average activity of new returning userson day 1 and day 7 did not differ much for most of the measurement period The only hugedifference occurred on March 21 when the interaction time of new users on day 1 wasmeasured to be more than 25 minutes and on day 7 it was only nearly 3 minutes.

LTV increased sharply in the first 30 days, which may reflect the effectiveness ofinitial marketing campaigns or high customer satisfaction After the growth phase, LTVstabilised around $1.7, which shows that customers continued to have a steady 5 valuecontribution to the business after initial acquisition From the LTV chart, we can see that newcustomer groups contribute a significant amount of revenue to Google Merchandise Store.This is a group of potential customers and needs to be focused on to attract and retain them asloyal customers.

The website welcomed up to 45 thousand new visitors with a total of 45 thousandvisits Each new visit brings new opportunities for converting users into real customers Foronline businesses, large numbers of new visits can lead to increased sales and revenue Notonly in terms of the opportunity to increase conversion rates with the website, new usertraffic is also an opportunity for more people to know about the brand or its products Thiscan create potential market growth and expansion.

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45 thousand new user visits come from many different sources, the report shows thatwith the top sources being Direct and Organic Search sources, the number at Paid Searchsources is very low, through which it can be seen that the website rate This uses paid channelsto drive very low traffic High rates at Direct and Organic Search sources often come withcustomers intending to make a purchase or looking for specific information This cancontribute to increased conversion rates because customers are already aware of their needsand proactively seek out the product or service.