help with proj 3 disc and assgn due in 24 hours
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Project3discanddtaana.docxProject 3: Week 6 Digital Marketing Analytics Discussion - Topics 3 & 4
Project 3: Digital Marketing Analytics Step 2: Discuss Data Analytics
While you are about to continue attending meetings and participating in discussions in Week 6, Ying sends out the following email to you and the team.
INBOX: 1 New Message
Subject: Digital Marketing Follow-Up for CompanyOne From: Ying Bao, Associate Consultant, MCS To: You and Team Hi team, Great work on the first two topic discussions at last week’s meetings. I can tell we’re heading in the right direction. To keep the momentum going, I’d like you to complete two more group discussions at our meetings scheduled for this week. You can review these discussion topics in the attachment below. It is required that you respond to both of these topics as well. As you discuss these topics, be sure you understand the following concepts related to data analytics :
· tracking and collecting data
· key elements of web analytics
· segmentation in web analytics
Thanks for your focus, everyone. Review the readings, participate in the discussion activity. Regards, Ying
Attachments:
· For an introduction to web analytics, GA4, and the Google Merchandise Store, see the attached Intro-to-Web-Analytics-and-Google-Analytics-4.mp4 voice-over video (4:59).
Transcript
Intro to Web Analytics and Google Analytics
Instructions for activating the Google Analytics demo account are available in the next step.
Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. Support your arguments under each topic with at least one source from the course readings, and three reliable nonscholarly sources derived from your own research. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 6 at the latest.
Review the MBA Discussion Guidelines for instructions on participation in discussions.
When you have completed your discussions proceed to the next step, where you will answer the questions CompanyOne has posed to MCS about the extent of their online merchandise store’s success.
Discussion Topics 3 and 4
Discussion
As a requirement for this series of meetings, post one main response to each of the two topics; one of them should be by Saturday of Week 6. Then respond to at least two main postings from the team by Tuesday of Week 6.
Topic 3
There are three key elements to be considered when CompanyOne conducts a digital brand analysis. These elements are:
1. Brand share 2. Brand audience 3. Brand and consumer alignment.
Explain the role that each of these elements plays in CompanyOne’s digital brand analysis. You will need to conduct research to respond to this topoc!
Topic 4
Most social platforms provide huge amounts of data; however, in the aggregate, which is not very useful. Accordingly, it is not advised that CompanyOne analyze its traffic in aggregate. Web analytics guru Avinash Kaushik argued that “data in the aggregate is useless;” companies should segment or die! (Hemann & Burbary, 2018, p. 13).
Explain six of the segmenting strategies that CompanyOne may pursue when using Google Analytics (GA), and the pros and cons of each of them.
Source:
Hemann, C., & Burbary, K. (2018). Digital marketing analytics (2nd. ed.). Pearson
© 2024 University of Maryland Global Campus
All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or integrity of information located at external sites.
Course Resource
MBA Discussion Guidelines
Throughout the MBA program, you will be asked to participate in discussions. Assigned discussions, both individual and group work, are part of the process of developing your project deliverables.
In general, address your discussion posts to your classmates, rather than the instructor. Do not attach files; use only the discussion textbox. Your posts do not need the structure or format of formal business memos or reports. These discussions should be an informal exchange of ideas with your peers. You should, of course, still adhere to the norms of standard written English.
To receive the maximum benefit, you should participate in accordance with the guidelines provided below.
· timeliness
· initial posting(s) submitted by on Saturday
· response(s) to other discussion postings submitted by on Tuesday
· proper citation
· cite sources any time you quote or paraphrase an idea or evidence from another work
· use APA citation style (example below)
· meaningful engagement
· posts contribute to substantive scholarly discussion
· student demonstrates professionalism in interaction with peers
· posts critically discuss topics presented in the current week and, when appropriate, in previous weeks
· posts are grounded in the theories and concepts presented in the course
Example:
Based on the UMGC library’s guidance on APA citations , including guidance on how to cite content from the UMGC online classroom, please use the following format for classroom resources with no author or no date:
Title of resource. (n.d.). Document posted in University of Maryland Global Campus Course Name Course Number online classroom, archived at: hyperlink
© 2024 University of Maryland Global Campus
All links to external sites were verified at the time
Step 3: Answer CompanyOne’s Data Analysis Questions
The past few weeks have flown by. You have just completed the GA tutorial when you receive a memo from Ying marked CONFIDENTIAL. You scan the memo to find a list of client questions that have been assigned to you. You are expected to use Google Analytics to answer the 10 questions in the memo by the end of Week 7. The Google Analytics demo account will give you access to data from the Google Merchandise Store, which in this project represents CompanyOne’s data.
This assignment is to use Google Analytics to develop consumer insights into an eCommerce site. Google Analytics, commonly known as GA, is a web analytics tool that collects, measures, and analyzes website data. You will use GA Version 4, the latest iteration of Google Analytics, where you will use GA4 to develop user insights from an e-commerce demonstration website, the Google Merchandise Store. https://shop.merch.google/ The Google Merchandise Store is an e-commerce site that sells Google-branded merchandise. It contains data typical of what you would see for an e-commerce site.
For an introduction to web analytics, GA4, and the Google Merchandise Store, see the attached Intro-to-Web-Analytics-and-Google-Analytics-4.mp4 voice-over video (4:59).
Transcript
Intro to Web Analytics and Google Analytics
To access the demo account, click the Google Analytics 4 property: Google Merchandise Store (web data) link: https://analytics.google.com/analytics/web/provision/?utm_source=demoaccount&utm_medium=demoaccount&utm_campaign=demoaccount#/provision If you already have a Google account, you are prompted to log in to that account. If you don't have a Google account, you are prompted to create an account and then log in. First, get oriented to the GA4 interface by taking a guided tour. https://analytics.google.com/analytics/web/provision/?ghstartflowid=9351285&utm_source=skillshop.exceedlms.com#/provision Then, follow the instructions in each blue box
Review these instructions for How to Activate the Google Analytics Demo Account. Submit your answers to each of the 10 questions and the accompanying screenshots in a Word document to the dropbox located in the final step of this project.
Remember to include one or more screenshots of the relevant Google Analytics page to support your answers. If you need help with creating screenshots, review these instructions on capturing screenshots. https://www.umgc.edu/help/help-article-base.html?knowledgeArticleId=kA0d0000000DKK2CAO&articleType=FAQ_IT__kav The next step provides a summary of all deliverables due during this project.
The screenshots should be used for validation purposes only. In, other words, if they are removed, your faculty can still get your full answers to the questions.
The next step provides a summary of all deliverables due during this project.
Glossary
Consult the Digital Marketing Glossary for assistance.
Intro to Web Analytics and Google Analytics
To access the demo account, click the Google Analytics 4 property: Google Merchandise Store (web data) link: If you already have a Google account, you are prompted to log in to that account. If you don't have a Google account, you are prompted to create an account and then log in. First, get oriented to the GA4 interface by taking a guided tour . Then, follow the instructions in each blue box
Review these instructions for How to Activate the Google Analytics Demo Account. Submit your answers to each of the 10 questions and the accompanying screenshots in a Word document to the dropbox located in the final step of this project.
Remember to include one or more screenshots of the relevant Google Analytics page to support your answers. If you need help with creating screenshots, review these instructions on capturing screenshots . The next step provides a summary of all deliverables due during this project.
The screenshots should be used for validation purposes only. In, other words, if they are removed, your faculty can still get your full answers to the questions.
The next step provides a summary of all deliverables due during this project.
Glossary
Consult the Digital Marketing Glossary for assistance.
×
Transcript
Introduction to Web Analytics and Google Analytics
Web analytics involves the collection, measurement, and analysis of website data. For example, web analytics tools can provide helpful information about the origin of website traffic, how website users navigate and interact throughout a website, what content and web pages they're most engaged with, and how they exit the site.
Some examples of web analytics packages that are available include Google Analytics and Google Analytics 360, which are part of the Google marketing platform. Other web analytics packages include Adobe Analytics, Woopra, Kissmetrics, Webtrends and Piwik.
The market leader most used analytics program is the free version of Google Analytics or GA as it is commonly known. The paid version of GA called Google Analytics 360, offers some additional functionality regarding report validity in sample sizes. But it's mainly for websites that receive over 10 million page views per month.
Because of its functionality in widespread adoption in the market, GA is seen by many marketers as the single source of truth for website traffic, engagement and conversion data. As a result, GA is the most used free analytics tool and is an excellent choice for most marketing needs. GA measures and tracks website and campaign performance to help marketers understand their customers.
Up until 2020, the Google Analytics interface used by marketers was known as Universal Analytics. It is being superseded by Google Analytics 4, commonly known as GA4, and Universal Analytics will be fully retired by July 2023.
GA4 is the latest iteration of Google Analytics and was launched in October 2020. Unlike previous versions of Google Analytics, i.e., Classic Analytics launched in 2005 and Universal Analytics launched in 2012. GA4 is not built to measure website visits or sessions. Instead, it is built to measure website and mobile app interactions known as events.
With the emergence of omnichannel marketing, which sees businesses provide a seamless customer experience across all touch points from website to social, e-mail and app usage, there must be an analytics tool that can track these journeys and GA4 aims to do this to some degree for channel website and app usage.
In this course you will use GA4 to develop user insights from an ecommerce website. You will learn by experimenting with data from the Google Merchandise store using data from the Google Analytics demo account.
The Google Merchandise Store is an ecommerce site that sells Google branded merchandise. Data in the demo account is obscured, but is still typical GA data. Because the demo account shows actual data from an ecommerce website, it helps explore GA4 reports and features.
The Google Analytics demo account is a fully functional Google Analytics account that any Google user can access. It contains data typical of what you would see for an ecommerce site and includes the following kinds of information. Traffic source data is information about where website users originate. This includes information about organic traffic, paid search traffic and display traffic. Content data is information about the behavior of users on the site. This consists of the URLs of pages that users look at and how they interact with page content. And transaction data is information about the transactions that occur on the Google Merchandise Store website.
Because the demo account shows actual data from an ecommerce website, it helps explore Google Analytics reports and features. Here are a few things you can do with the data. View the standard GA4 reporting in the merchandise store property. Do basic analysis such as which channel is responsible for acquiring the newest users across your different platforms. How many total unique users does the Google Merchandise store have? How many conversions have occurred on the merchandise store website in the last week? Perform funnel exploration. Where do users enter the conversion funnel and where do they drop off? Finally, conduct ad hoc explorations by dragging and dropping multiple variables. The different segments, dimensions, and metrics you use to measure a business onto a canvas to see instant visualizations of your data.
To access the demo account, click the GA4 property Google Merchandise store web link. If you already have a Google account, you're prompted to log in to that account. If you don't have a Google account, you're prompted to create an account and then log in.
Get oriented to the GA4 interface by taking a guided tour. Follow the instructions in each blue box.
