Digital Analytics

 Part A requires you to

address the analytics needs of key internal stakeholders for an e-commerce company. To complete this, you will access Google Analytics data and draw conclusions on the provided information to address the stakeholders’ questions/data needs. Here is the Google Analytics Demo

 Account Link to add:

https://analytics.google.com/analytics/demoAccount

Part A:

Address the data needs/questions related to the following areas using data covering the period of January 1, 2019 to August 31, 2021. Maggie

is planning her marketing budget for 2022 and beyond. She wants to identify what traffic channels have provided the highest quality traffic to

the site and might warrant further investment for 2022 and beyond. Please provide Maggie a report that highlights the traffic channels and

specifically focuses on the traffic channels that are the most effective at driving transactions, sales ($), and conversions. How do you

recommend Maggie prioritize her budget allocation for 2022? Why? 2023 and beyond? What else might Maggie want to consider?

About the “Case Study/Client” in Part A

In Part A, you will perform the role of a digital analyst for the Google Online Merchandise Store

(GOMS). The site sells various Google-branded merchandise and is primarily used by Google

employees – although anyone is able to purchase from the site.

Deliverable for Part A =

Document providing appropriate data visualization (i.e., tables,

graphs) for the data user PLUS your insights or conclusions related to the requestor’s

question/objective. (In other words, don’t leave it up to Marketer Maggie to interpret the data

you present.)

Part B shifts our focus to a 

non-e-commerce business and asks you to develop part of a digital measurement plan by identifying

goal/event tracking key performance indicators (KPIs) as part of a conversion funnel for a non-e-

commerce site. This represents a key step in creating a digital measurement plan and focusing

the digital analytics user on measuring what matters most.

Part C involves a reflection on this

learning activity and the opportunities and challenges of integrating digital analytics into the

management decision-making process.

About the “Case Study/Client” in Part B

In Part B, you will take on the role of strategic marketing consultant or marketing manager for

First Citizens State Bank (FCSB)

https://www.firstcitizensww.com/).

Using

https://www.firstcitizensww.com/ and pages related to mortgage content (i.e.,

https://firstcitizensww.mortgagewebcenter.com/Resources) identify at least FOUR micro-

conversion non-ecommerce goals you feel should be tracked as part of setting up goals/event

conversion tracking in Google Analytics. Consider the different goal types available in Google

Analytics and specify a name for the goal, goal type, the specific “example,” and factors/data we

need to assign a dollar value estimate for each time that action is completed.

https://www.firstcitizensww.com/Home-Mortgages.aspx)

Keep in mind the ultimate objective of FCSB’s site (or macro-conversion) = lead generation

via an online application.

Part B:

Please identify at least FOUR (4) micro-conversion plus ONE (1) macro-conversion actions

that you feel have the greatest value to track on FCSB’s site related to the details outlined above

(i.e., focus only on mortgage lending applications). The fifth (final goal or action) to track should

be one tied to a lead (mortgage application) being submitted on the website. Therefore, you need

to identify at least four other actions that a site visitor might take that would be considered

micro-conversion goals worth tracking (or scoring as part of a CRM system). Some will be

closer to the macro-conversion and thus should be assigned a higher dollar value, while others

might be actions that signal someone is earlier in the decision process. Refer to the end of this

document for more details on “events/goals” in Google Analytics.

For each “action” or goal you should fill out the following information.

1.   Provide an internal name to identify the goal by

2.   Identify the goal type it needs to be set up as within Google Analytics (i.e.,  event goal)

3.   Identify the related goal conditions/settings that will help define this goal in Google

Analytics

4.   Identify and discuss the factors that should be used to assign a dollar value to the

goal/event you are tracking. Please keep in mind you should not only identify the relative

value you would assign compared to your other goals, you also need to identify the

factors or relevant information you recommend using to complete the process of

assigning the value. Again, make sure you discuss by explaining and justifying the use of

different data points.

As noted above, you should identify a minimum of 4 micro-conversion events/goals (there are

many more than this possible) that should be part of the conversion tracking process to achieve

the overall objective (macro-conversion). Please label each goal as #1, #2, #3…. and put in an

order that might be used to visualize as a conversion funnel (with step #5 = our macro-

conversion).

Deliverable for Part B:

the four pieces of information X at least 5 goals (4 micro + 1 macro) =

20 pieces of information in a table format – with additional details related to step #4 for each goal explained via paragraphs.

(Approximately one or two pages total).

Part C:

After completing Part A and B, describe how you feel digital analytics platforms such as Google

Analytics can be used by marketers or other decision-makers. You should address the major

challenges and opportunities you see to integrating digital analytics into the management

decision-making process.

Deliverable for Part C =

Address your answer to Part C in less than one page (single-spaced),

11-point font (minimum size).