COURSEWORK BRIEF
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.
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?
Acquisition: How are visitors finding the website? What is being used to access the website?
Behaviour: Using the customer funnel concept, consider how well is the website performing
in terms of goals and conversion?
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
Introduction
Audience
Acquisition and Device
Behaviour and Website Performance
Digital Marketing Recommendations
References
Appendices
Google Analytics for Beginners Certificate
Last Completed Projects
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