Transcript Google Analytics - UConn School of Business

Google Analytics
Tool for the Future
Web Analytics
Web analytics are the cornerstone of online marketing efforts and campaigns. The
efficient utilization of the available resources for web analytics can harness a
power in which will create a legitimate online demand and loyal consumer base.
Companies launch online marketing efforts and then measure its success or
failure. The proper balance of online relationship management, product or service
releases and analytics can create a competitive advantage for a company. The
following illustration are results from a business who uses web analytics.
• Free web statistics service
• Monitor website traffic
• What pages they visit
• Where they are coming from
Google Analytics is the enterprise-class web
analytics solution that gives you rich insights
into your website traffic and marketing
effectiveness.
• Write better-target ads
• Create higher converting
websites
• Strengthen marketing
initiatives
What is It?
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Unique Visitors
Page Views
Bounce Rate
Average Time on Site
New vs. Returning
Traffic Source
Data Points
Analytics Embed Code
Behavior analysis
Sample Company
WWW.PBDOLLAENT.COM
PB DOLLA, LLC (People Building Dreams Off
Life Long Associations) is an independent
entertainment company founded in Hartford, CT in
2003. The company has released physical albums
from various artists by way of direct marketing,
events and live concerts. Moreover, the company
website was launched in 2011 for the purpose of
selling albums, concert tickets and merchandise.
The company is focused on an online push in 2013.
History
Web Presence
PB DOLLA launched its website in April
2011. It was the first time the company
offered their product for sale incorporating
digital technology. The website managed to
attract over 7,500 visitors since and has
peaked at 568k on Alexa website rankings.
Web Presence
The main focus of the website is to serve as a
platform for digital music, concert tickets, brand
merchandise, email subscribers and downloads.
This is the bloodline of the company’s website.
Web Presence
2nd Quarter (2011)
3rd Quarter (2011)
PB DOLLA TV
Class In Session
Online Campaigns
PB DOLLA TV (2nd Quarter) was a pilot webisode series
which showcased the entertainment industry in the
untapped Connecticut market. Over the course of 3 months
and 3 airings, the campaign attracted over 1,500 visitors.
Class In Session (3rd Quarter) was a mix tape album which
featured various artists from PB DOLLA Entertainment.
The album was available for free download and attracted
over 3,500 visitors over the course of 3 months.
Online Campaigns
For The Period (January 1st 2011 – December 31st 2011
According to the numbers, the two campaigns attracted a combined total of over
6,000 impressions for the period during the 2nd through 4th quarter of 2011.
There was a greater response in the 3rd quarter in terms of visitors, which could
indicate that the product or service was more appealing to the majority, or the
marketing efforts were greater in the later quarter.
Google Analytics
For The Period (January 1st 2012 – October 31st 2012
The company has indicated there were no campaigns during the year 2012, giving them more time to invest in
market research. The visitors during this year are a combination of new and returning visitors from the
previous year. This information could indicate the potential market of consumers that are willing to purchase
new company products and services. In the current year, the company website attracted over 1,500 visitors.
There is a potential market of 1.7 billion digital music consumers with a growth rate of 15% annually.
Economic and financial prospectus would be helpful to enable the company to make future decisions, plans
and objectives in their future 2013 campaign launches.
Google Analytics
Geographics (Macro)
Geographics (Micro)
Geographics (Micro)
Mobile Users
Browser Compatibility
Online Targeting
One of the most valuable keys to online
success is exceptional relationship
management. Every past, present and
future potential customer must at least
like the experience of a company’s
website platform. From that point, it is
the company’s obligation to give each
visitor a call to action.
Online Targeting
Online Targeting
This email software program has the
ability to integrate with Google
Analytics. A company can launch email
campaigns and simultaneously track
subscriber call to actions via clicks and
conversions. When word of mouth
causes a tipping point for a product, an
efficient online platform has the ability
to capture a mass of consumers.
Online Targeting