The Google Merchandise Store sees most of its traffic from mobile users in India. The home and shopping pages receive the most users. The target demographic for marketing is males aged 25-35 years old, as they comprise the largest portion of users and generate the most revenue. While display advertising brings in fewer new users and revenue than organic search, search engine optimization should be the focus since organic search accounts for over half of sessions and revenue. An email campaign targeting males aged 25-35 could help acquire new users.

1. Your name: Debayan Purkait
Your blog’s name:www.dchronicle.com

2. PART 1

3. How many users are currently on the Google Merchandise Store? How many of them are
desktop users and how many are mobile phone users?
There are total 66 active users on the site

4. There are total 44 active users on the Mobile

5. There are total 12 active users on the Desktop

6. Which pages are the most active and what percentage of users are present on these pages
at that time?
Most active pages are Home page(25.00%) , Shopping Page(16.67%)

7. List the three locations from which the GMS receives the highest traffic
Highest traffic from 3 location :
India 29 (59.18%)
US 8 (16.33%)
Germany 3 (6.12%)

8. Create a user persona for the audience that is engaging the most with the Google Merchandise
Store. To create the user persona, assess the most engaging demographics such as age, gender,
etc., from the ‘Demographics’ report. Also, build on the interests of the user persona by deriving
details from the ‘Interest’ report.
For the user persona in the Demographic report , it shows that 60.7% are Male Candidates and
39.3% are Female Candidate.
Under this 25 years to 35 years aged people are the highest age group, who are using this site,
second highest is 18 years to 24 yeras age group people

9. Interests of the user persona:
There are 3 segment in in Interest Segement
1. Affinity Category - 48.85% of total Users are in this category during the mention time
2. In Market Segment - 46.01% of total Users are in this category during the mention time
3. Other Category - 48.64% of total Users are in this category during the mention time

10. Interests of the user persona:

11. How many users are using Chrome, Firefox and Safari respectively? What are the bounce rates
of each of these three browsers? What is the revenue generated from each of them?
Your Answer:
Browser Bounce Rarte Revenue
Chrome 47.10% $715.80
Firefox 55.78% $0.00
Safari 51.66% $4,190.09

12. Which channel is bringing the most amount of traffic (number of users) to the GMS? What is the
percentage of new users in this channel (%) and what is the bounce rate (%)?
Channel Name % of new usres Bounce Rate
Organic Search 27,419(57.24%) 53.76%

13. Which landing page has the highest number of sessions? Determine the percentage of new users
(%) and the bounce rate (%) for this landing page.
Landing page - Highest
number of session
New User Bounce Rate
Home Page - 33,018(49.63%) 24,329(50.78%) 48.13%

14. From the goal visualisation, identify the goal conversion rate (%) at each stage of the funnel.
Funnel Stage
Cart Billing and
Shipping
Payment Review Purchase
Completed
Goal
Conversion
Rate
Total 6,715 user
added into the
Cart
1,271 (18.93%) 615 (48.39%) 165 (26.83%) 101 (61.21%)
Total funnel conversion rate is 1.50%

15. Find out the conversion path that had the highest $ value of conversion.
In the conversion path the organic search-Direct has the highest level of conversion value that is $356.60

16. Present your data in the form of a story.
From the data , during the mention time , find out that most of the customer are comming on the
landing page that is Home page (25.00%). Under this the percentage of returning visitor is very less
that is 17.4% and bounce rate is 48.57%
Under this most of the audience are male 60.7% and female audience percentage is 39.3%. Age
group 25-34 years people are the most visited people during this sesion that is 41.02%, after that 18-
24 year aged person are the second highest visited person that is 26.33%
Most of the customer are coming from the Affinity Market Segment in US Market , the conbcersion rate
is highest , that is 0.35% in US.
Most of the customer are from Desktop , like 69.51%.
Where as most People are coming from organic searh 56.36%

17. Among the top 10 landing pages according to sessions, which ones’ content should the GMS
optimise?
Among the 10 pages , i findout that 10./google+redesign/apparel/hats page has everythis is low but bounce
rate is good where as 5. /google+redesign/apparel/google+dino+game+tee page has every thing morfe or
less good , but bounce rate is very high , that means customer are not staying more session on this page ,
so moving away from this page is highest .
So this page's content should optimise cxorrectly

18. Your brand has the option of either running an SEM campaign or investing in Search Engine
Optimisation. Based on the channels of acquisition, which one should GMS focus on and why?
In the channnel section under the traffic of Acquisition i find out that organic serch(SEO) has more traffic
and the number of new users are high then other parameter. Also find out that the percntage of revernue
generation is high $4,023.89(82.02%) than other parameter .
As compaire to organic campaign , display campaign is in 4th position , the new user aquisition rate is
2,369(4.95%) and revenue generation is also less $42.00(0.86%) than the organic campaign.
So we findout that SEO, Organic campaign or search is giving good result as compaire to other other, so
we need to more fous to get more good or best result or revenue from the organic result

20. GMS is trying to get ‘new’ users to their website by using an email campaign. If they were to target a
particular demographic, then which age group and gender should they focus on?
For the email campaign to get new user we need to focus on the demographic report.
In the demographic report there are total 6 set of age group mention on GMS Account. Between
those most of the new user are comming from the 25 - 34 age group. The maximum percentage of
new user of this group is 8,238(40.91%). The percentage of the revenuee generation among all the
age group, it is showing that 25 - 34 age group has the highest revenue generation
$364.65(44.64%).
So for the email campaign 25-34 age group will be the more efective , if we focus them.

21. Screenshot of relevant data:

22. PART 2 (Optional)

23. Provide a screenshot of the WordPress Dashboard, clearly showing the Google Analytics plug-in
and the ‘Insights’ section.

24. Present your data in the form of a story. (Note: Explain the impact of the email campaign as well.)
Total users from the 1st august to today is 245 , under this all users are new users and the
session is 294. Under this 45.85% people are female apart from that all are male users.
According to the mionster insight from the starting of the website , i findout that total user is 67%
and new user is 33% and 50% are from desktop and 50% are from mobile and maximum visitor
are form india and visit page is hompage
Also noticed that for the email marketing campaign from the october and november, most of the
user visited at that time