Google Analytics for Beginners Report Writing - IT Computer Science Assignment Help

Assignment Task

Task

In March 2022, a social media company is launching an online merchandising store similar to the Google Official Merchandise Store (www.shopgooglemechandisestore.com). They have learned that data from this store is available as a Google Analytics demo account. They would like you to use Universal Google Analytics to analyse the demo data so that they can learn more about the patterns and trends in online customer behaviour. They have asked you to prepare a business report based on the Google Demo Account data from March 2021 to June 2021. They would like to know the answers to the following questions. 

1. Audience: Who is visiting the Google Official Merchandise website? Are there demographic insights that can be gained? Would you recommend focusing on a particular target market? 

2. Acquisition: How are visitors finding the website? What is being used to access the website? 

3. Behaviour: Using the customer funnel concept, consider how well is the website performing in terms of goals and conversion? 

4. Based on your analysis: What should they do to ensure that their store is a success? 

In your report you should critically evaluate what is shown by the data, link this insight to marketing insight and make digital marketing recommendations for the social media company using the 4 Ps framework. 

In your report you are encouraged to include tables and screen shots, but you must ensure that there is accompanying critical discussion of what can be learned from the tables and screen shots i.e. do not leave the interpretation up to the reader! 

The report should be in the following format 

1. Introduction 
2. Audience 
3. Acquisition and Device 
4. Behaviour and Website Performance 
5. Digital Marketing Recommendations 
6. References 
7. Appendices 
8. Google Analytics for Beginners Certificate 

Criteria:

Structure Spelling and Grammar: Use of report format. There is no need to provide a contents page to the business report

1. Introduction: 

This should be a brief overview of the aim and structure of the report

2. Audience Analysis

There needs to be consideration of visitor numbers, page views and audience characteristics. There needs to be evidence of comparison and bench-marking. You should draw on the course reading and there is scope to introduce your own reading. Based on your analysis and reading there is the option to select a particular target market and make this the focus of the following report sections.

3. Acquisition Analysis

There needs to be discussion of traffic source again with comparison and benchmarking. Analysis should draw links to audience characteristics. You should draw on the course reading and there is scope to introduce your own reading.

4. Behaviour and Website Performance

 There is scope to report on differences between new users, repeat users, bounce rates and other measures of engagement. There should be identification of events and goals and analysis of a customer funnel. You should draw on the course reading and there is scope to introduce your own reading.

5. Digital Marketing Recommendations

This section should summarise the insights gained from the analysis. Recommendations can relate to both the design of the website (place) and broad marketing activity (Product choice, promotional activity and pricing). Recommendations need to be based on the preceding analysis. You should draw on the course reading and there is scope to introduce your own reading.

6. References Not included in word count.

Provide 10 appropriate references as a minimum that are used clearly and appropriately in the report using Harvard in-text referencing. References should be listed in alphabetical order. No Bibliography is required. Make sure you show that you have engaged in course reading. Higher marks may be achieved by using Google Scholar and the Library Discovery tool to show you can meaningfully move beyond set sources.

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