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DIGITAL ANALYSIS

GOOGLE MERCHANDISE STORE

To focus on marketing and visitor acquisition using tools like Data


Implementation Scorecard, Digital Analytics Measurement Model
(DAMM), Dashboards and summarize key findings and
recommendations.

TEAM 4:

ADHISH TRIPATHI
ALBION ONG
BO WANG
MARIALUDOVICA FLOCCO
SREENEE KURAKULA
TALAL KHODR
Table of Contents
EXECUTIVE SUMMARY ............................................................................................................................... 2
DIGITAL ANALYTICS MEASUREMENT MODEL (DAMM) .................................................................................................. 2
GOOGLE ANALYTICS IMPLEMENTATION AUDIT .............................................................................................................. 2
Comments on the upcoming Audit ................................................................................................................. 3
Implementation Table Audit .......................................................................................................................... 4
KEY INSIGHTS & FUTURE RECOMMENDATIONS.............................................................................................................. 5
Dashboard ...................................................................................................................................................... 5
Insight 1: Target Market Personification ....................................................................................................... 6
Insight 2: Count of visits per demographics ................................................................................................... 9
Insight 3: Zoom into Referral Channel.......................................................................................................... 11
Insight 4: Zoom into Campaign and Paid Keywords .................................................................................... 13
CONCLUSION ........................................................................................................................................... 14

1
Executive summary

The purpose of this report is to provide a detailed analysis of the Digital Performances of the
Google Merchandise Store website, by using a range of frameworks and digital theoretical tools
over the period of the former six months.

Specifically, this paper will focus on the topic of marketing and visitor acquisition, analyzed
through the collection of pertinent data on Google analytics platform.
In order to deliver relevant observation and draw compelling solutions, the analysis will be
structured into three main areas:

1) Digital Analytics Measurement Model


2) Google Analytics implementation audit
3) Key insights Analysis & Future Recommendations

Digital Analytics Measurement Model (DAMM)

The first model developed in this report is The Digital Analytics Measurement Model, also
known as DAMM. The DAMM elaborates business and website objectives in order to convert
them into measurable metrics. These metrics resonates with the ultimate managerial goals of the
company and are able to objectively assess the effectiveness of its digital performances.
Moreover, developing such a Model allows the digital tool to stay accurate and relevant over time.

The table below provides the details of the described model, sorted out by three different
areas of Digital Marketing. Our focus throughout the analysis will be to develop consistent solution
proposition for the Acquisitions’ scopes.

DAMM for Google Merchandise Store


DAMM Steps Acquisitions Behaviour Conversions

Provide the ultimate customer


Understand consumer wishes and
experience in order to stimulate Increase sales level and maximizing
Business Objectives preferences and allign our value
customer loyalty and increase customer our margins
proposition with it
lifetime value (CLV)

Drive relevant and efficient traffic to Improve customer satisfaction and Making the e-commerce platform as
Website Goals
our website visitor purchase experience effective and user friendly as possible

1) Number of visits 1) Customer retention 1) Conversion rate


KPIs
2) Cost per Acquisition 2) Page depth 2) Average order value
1) Increase number of user visits of 1) Increase repeat visits of 25% 1)Increase conversion rate of 3%
Targets 30% 2) 60% of page depth >1 2) Increase average order value by
2) Reduce CPA of 2% 25%
1)Referral Traffic 1) Returning visitors 1) Paid search visitors and Non-
Segments
2)Paid Traffic 2) Page depth purchasers

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Google Analytics Implementation Audit
The following tool will be used to reveal the functionality and relevance of specific
measurement metrics, in order to assign an overall score to the website digital tracking tools.

Comments on the upcoming Audit


With the Google Merchandise Store, the key metrics to track are transaction tracking and form
completion tracking. The transactions in this scenario are the purchases made while the forms
are the eCommerce forms filled during the checkout process. It is essential for the business to
understand the products that the customers purchase from the store as well as seeing which parts
of the process they stop and leave unfulfilled. Currently, tracking of transactions is working
smoothly while there is not enough visibility from our end on how deep the form completion
tracking works for us to determine a definitive score for this tracker.

Other important metrics are account setup & governance, goal setup, Adwords & campaign
tracking, funnel setup, site search tracking, product brand tracking and event tracking.
For the website, tracking of Adwords, campaigns, the funnel, and site searches are working
as defined. Due to the simplistic nature of the campaigns, granularity of data is not optimized but
it is not a tracking issue rather a campaign issue. Apart from this issue, these trackers are working
as expected and do not show any issues.

For the goal setup, product brand tracking and event tracking, there are key improvements
that can be made. Due to the business wanting to open up to a wider audience outside the Google
network, goals setup must be made more detailed to see clearer segmentation of its audience as
well as highlight the desired audience. Product brand and event tracking are working but multiple
entries still fall in the “not set” bucket hence making monitoring quite troublesome especially for
new viewers of the trackers.

For account setup & governance, due to the nature of the Google ecosystem of websites,
determining the status and score for this tracker is not solely based on the merchandise store,
hence no determined score and weight has been assigned.

Lastly, the determined nice-to-have metrics are tracking code deployment and error page
tracking. The site has already deployed tracking codes for multiple instances such as source of
traffic, product viewing habits, etc as well as tracking for views of unavailable or decommissioned
pages. However, the deployed tracking codes may be revisited to avoid anomalies as well as
discrepancies in reporting.

Should there be more content that would be included on the website such as files for
download, videos to watch and specific visitor tracking, trackers would be needed but as of the
moment are not necessarily due to current content on the website.

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Implementation Table Audit

Metrics to Track Weight Status Score Comments Weight Criteria

Governance and General 2 Critical metric

Important to know information about accounts set-up for the website and to safeguard information about users and their transactions
Account setup & governance 1.00 - - 1 Key metric
with Google merchandise store. Not enough information to make a judgement on current tracking implementation
Important,
Tracking code deployment 0.50 5.00 2.50 Implemented but need to improve 0.75
not high priority
Somewhat important,
Goal Setup 1.00 5.00 5.00 Goals can be deepened as goal to open up to wide audience may require more segmentation as well as more diverse goals. 0.5
not current priority
Nice-to-know,
Marketing and Acquisition 0.25
not important
Adwords campaigns run are very niche and would be beneficial to track but due to nature of goods and store may is not a top tracking
Adwords Tracking 1.00 10.00 10.00 0 Not required
priority.

Campaign tracking 1.00 10.00 10.00 1

Conversion Tracking Status Criteria


Working as expected,
Transaction tracking 2.00 10.00 20.00 Highly important to see products bought and the behavior and patterns behind the purchase or cancelation of purchase. Green 10
no action required
Partially working,
Funnel Setup 1.00 10.00 10.00 - Amber 5
action required
Not working,
Bespoke Tracking Red 10
immediate action required
Not applicable to current
Site search tracking 1.00 10.00 10.00 Important to look at searches commonly made to find the current sentiment of the customer. - N/A
model/design
Keeping track of product brands in buckets can help determine future campaign efforts and how to acquire and capture the potential
Product brand tracking 1.00 5.00 5.00
customer. Current tracking needs improvement to categorize all products under a brand or brand tree.
Good to know how many page views are led to the 'Page Unavailable' page, and where they are coming from to improve user
Error page tracking 0.50 10.00 5.00
experience.
Current events tracked are simplistic and can be made more detailed for the benefit of future experiments on user interface as well as
Event tracking (non-pageviews) 1.00 5.00 5.00
product interest.

File download tracking - - - No file downloads to track

Highly important to understand how many forms are completed and the percentage of form completion to understand where customer
Form completion tracking 2.00 - -
fallout happens. Not enough information to make a judgement on current tracking implementation.

Video tracking - - - No video content to track

Visitor labeling - - - -

Quality Index 63.46

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Key Insights & Future Recommendations
Digging down into the Google analytics data we developed four main insightful information that should either be addressed,
boost or changed. In the following Dashboard we graphically represented the “some as of now” relevant data that we decided to further
investigate in our Key Insights Analysis.

Dashboard

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Insight 1: Target Market Personification

Objective: Target Market Personification


Priority Level: High

Total Visits per Count of Visits and Revenue per Visit


160,000 8.00

140,000 7.00
Total Visits per Count of Visits

120,000 6.00

Revenue per Visit


100,000 5.00

80,000 4.00

60,000 3.00

40,000 2.00

20,000 1.00

0 0.00
1 2 3 4 5 6 7 8 9-14 15-25 26-50 51-100
Count of Visits to Website

Visits Revenue per Visit

Key Trends & Insights:


1. Men outnumber the female visitors in all age groups.
2. Revenue from male visitors are higher than female visitors.
· Similar revenue levels except at 35 – 44 age group.
3. Audience consists heavily of members of the 25 – 34 brackets, followed by the 18 – 24
and 35 – 44 age groups.

Impact:
1. Method of visiting website heavily relies on the technology that the 25 – 34 age brackets
regularly uses.
· Design, method of connecting with and user experience should reflect the 25 -34 age
bracket.
· Items sold should cater to more men and their interests.

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Actions:
1. Redirection of campaigns to fit 25 -34 age bracket
· Goal: Increase count of male visitors ages 25 – 34
· Target: 10% increase in male visitors ages 25 – 34 (from 25,000 to 27,000) in 3 months
· Method: A/B Test
i. A = Current Website Design
ii. B = Male (ages 25 – 34) interest focused item as highlight (Mainly
technology and media & entertainment)
iii. Hypothesis: With a specific highlighted item geared towards our strongest
demographic, visits from 25 – 34 men will increase by 5%

A/B TESTING:
Website: Home page update
Goal: Keep visitors from bouncing from hope page

Top content listed are


Google shirts

Add Google brands above


Google t-shirt segment

Time of Day: 24-hours


Day of Week: 7-days
Duration: 1 month
Test group selection: 25% of
incoming traffic randomly
selected via IP address
Notes: Similar A/B will be run,
simultaneously, on top landing
pages for 25% of incoming
traffic

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Key Insight: Visitors are mostly men ages 25 – 34 and their interests are with technology,
media and entertainment.

With the goal of opening to the general public, understanding the current audience can help
build the main target audience of the Google Merchandise Store. Hence, it is critical to prepare
any future advertising efforts as well as website development according to the main audience
determined.
The age bracket of 25 – 34 makes up most of the audience for the website. This audience
group brings in the most revenue for the website. The methods of viewing and visiting the website
of this group heavily affects the incoming traffic of the website. Hence, our methods of connecting
with this group should be adjusted accordingly. This includes the ads used on different websites
and platforms as well as the website layout.
As a recommended action, the Google Merchandise Store should highlight items that the 25
– 34 age groups are most interest in buying, especially the male segment of this group. We have
determined that items in the technology, media and entertainment categories are most searched
for and would make sense being highlighted

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Insight 2: Count of visits per demographics

Objective: Shift count of visits from 1 to 2 – 5

Priority Level: Medium

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Key Trends & Insights:
1. Most visits to the website (67.42%) came from people who only view the website only
once in a period of 3 months.
2. Around 25% of visits come from users who return to the site 2 – 5 times.
3. Revenue per visit increases as more visits occur beyond the first.
· Revenue at one visit is only at $0.63 per visit.
· Growth in revenue per visit maximizes at 5 visits by a user at $6.71 per visit.
· 6 or more visits shows fluctuating revenue and number of visitors are very small.

Impact:
1. Additional visits beyond the 1 can lead to a potential gain in revenue.
st

· Revenue at 1 visit starts at $0.63.


· Minimum growth of revenue per visit is $1.53 at 2 visits.
· Maximum growth of revenue per visit is at $6.08 at 5 visits.
2. 48.08% of the revenue comes from visitors who return to the site 2 – 5 times.
· Visitors who view 2 – 5 times accounts for 25.57% of visits.
· Revenue brought in by this segment if almost half of the total.
· Revenue for visits beyond 5 per visitor is still higher than just 1 visit but is hard to predict
due to fluctuation.

Actions:
1. Increase points of contact between the target audience and advertisements and other
paid and non-paid efforts.
· Goal: Shift count of visits per visitor from 1 to 2 – 5 visits.
· Target: 30% of total visits in 3 months.
· Method: Introduction of advertising on Google platforms: Youtube, Waze, Google
Playstore, etc.

Key Insight: People who visit the site more than once have a higher revenue per visit.

Majority of the visitors to the website only come once contributing to 67.42% of the total visits.
The remaining 32.58% of visits are attributed to visitors who came to visit the site more than once.
Breaking it down, around 25% of the total visits comes from viewers who’ve returned to the site 2
– 5 times, making it a valuable chuck of the audience.
The number of one-time viewers is clearly more numerous than repeat viewers. However, on
average, visitors with more visits spend at least $1.53 more and can spend up to $6.71 per visit.
The most optimal number of visits within the range of 2 – 5 as any more visits beyond this shows
fluctuating revenue per visit.
As a recommended action, the Google Merchandise Store should increase its points of
contact between the target audience and advertisements & other paid and non-paid efforts. The
goal of this effort is to make our visitors return to the website at least once beyond their initial visit.
We want to increase the number of visits from the 2 – 5 repeat visitors to 30% in the next 3
months. This can be fulfilled by introducing effective advertising on more Google platforms such
as Youtube, Waze, the Google Playstore, etc.

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Insight 3: Zoom into Referral Channel

Objective: Optimization of Referral Channel

Priority Level: Medium

Sources of Traffic and related Bounce rate


Users Bounce Rate

70000 80.00%

60000 70.00%
60.00%
50000
50.00%
40000
40.00%
30000
30.00%
20000
20.00%
10000 10.00%
0 0.00%
Organic Direct Referral Social Paid Search Display Affiliates (Other)
Search

Key Trends & Insights:


Referral channel:
1. Drives 14.50% of visits to the website – 3rd best traffic source to the
2. Has a bounce rate of only 20.11% - lowest compared to all the other channels
3. Has the highest conversion rate out of all the channels (2.90%)
Sites.google.com:
1. Is the 3rd best performing referral generating the second highest revenues percentage
coming from the referral channel

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Impact:
1. Google subsidiaries website generates high quality traffic with a good conversion rate
2. At no additional costs, sensitive increase in audience reachable

Actions:
1. Implement a Referral of the Google Merchandise Store onto the Google Store
(store.google.com)
2. Make use of both google existing resources and google existing customers to achieve
cross selling advantage at no additional cost
· Goal: Drive relevant traffic to the website by optimizing the referral channel
· Target: 60% increase of total visits and 2% lowered CPA in 3 months
· Method: Use of google synergies and halo effect

Key Insight: Referral Channel is an important high visit – low bounce rate source of traffic
Referral traffic tracks down the number of visitors that get to your page by clicking on a link
from another website, instead of engaging in search engine research or direct research.
Specifically, for the Google Merchandise Store, within the analyzed period, referral ranks as
the 3rd highest source of traffic, providing 14.50% of the total users. Moreover, besides being in
the top 3 channels, referral also provides our website with some of its most relevant users, having
the lowest bounce rate (20.11%) compared to all the other sources.
Therefore, in accordance with our Acquisitions’ website goal reported in the DAMM
framework, we decided to investigate this channel further in order to find out unexplored
opportunities and key insight.
The site.google.com is the third source of referral traffic for our website that generates the
second highest revenues percentage (10.50%). Given this strong performance we can assume
and predict the google subsidiary websites generates a lot of traffic at a good conversion rate.
Having collected this piece of information we looked into possible google subsidiary websites that
at the moment have no referral to the Google merchandise store website.
Our recommendation is to insert a referral link into the Google Store website page.
Store.google.com is a the google ecommerce platform for all its tech products. Given the nature
of the page, which targets already a strong and loyal customer base with a medium -high
willingness to pay, we believe a strategic synergie in-between websites will drive relevant and
effective traffic to the merchandise store.
By adding to the Google Store website, a direct referral to the Google Merchandise Store we
would be able to increase traffic among customers who have already shown their willingness to
buy products, potentially increasing the conversion rate and the revenues generated by the
referral channel.
Furthermore, this action will not require any extra costs to our website, given that we would
make use of a google resource, driving our cost per acquisition down.

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Insight 4: Zoom into Campaign and Paid Keywords

Objective: AdWords Maximization

Priority Level: Low

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Key Trends & Insights:
1. AdWords-YouTube brand has the most users among all campaigns.
2. Bounce rate of YouTube occupies 61.64% which is more than half of the total·
3. Transactions number, 7, which is only 4.90% of whole transactions.
4. Revenue from such a strong source only occupies 2.10% of total revenue.

Impact:
1. Only a little part of keywords in search can be linked to the accurate place.
2. Some keywords has misdirection in the literature meaning.

Actions:
1. Reduce the current keywords to only those who drives revenue.
2. Test if some further keywords can fit the accurate searching result as well.
3. Shorten the path of direct search and make the link more accurate.
· Target: 1% decrease in CPA and 5% decrease in bounce rate in 3 months

Key Insight: YouTube campaign paid Keyword generate high clicks and visits but almost no
revenues, representing for us an extremely high Cost per Acquisition.

Among all the Campaigns, the user generating performance of the AW-YouTube brand
category results to be much higher than the rest, by generating 3532 users which amounts to
27.50% of all visitors. Nevertheless, the bounce rate of this campaign is the highest of all
(61.64%), which leads to bad performances in transaction, an extremely low conversion rate and
consequently a very high and unprofitable Cost per Acquisition.

For this negative correlated phenomenon, we suggest reducing the current keywords to only
those which actually drives revenue and test if some further keywords could provide a higher
conversion rate. Moreover, in order to avoid misleading our users we recommend running and
A/B testing on the website to see if the add on of a clear YouTube reference in the homepage will
lower the bounce rate.

Conclusion

To sum up our analysis, in this report we drew conclusions about the digital performances of
Google Merchandise Store ecommerce platform.

We starter from a broader picture on the DAMM, in order to be sure to align ourselves with
company’s purposes and to be aware of our success metrics. Secondly, we narrowed things down
by looking at the website functionalities and its digital tracking tools, by developing the
Implementation Audit. Lastly, we drilled down into the data on marketing and visits acquisition, in
order to find some useful insight for the company’s management. Our final insights focused on
finding valuable, creative and measurable growth or optimization actions in the categories of
audience demographics, traffic channels and paid campaigns.

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