Sign In
Not register? Register Now!
Essay Available:
Pages:
4 pages/≈1100 words
Sources:
Check Instructions
Style:
Other
Subject:
Business & Marketing
Type:
Other (Not Listed)
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 17.28
Topic:

Google Analytics Business & Marketing Research Paper

Other (Not Listed) Instructions:

BLACK FRIDAY WEEK IS COMING! You are the Digital Marketing Specialist of the Google Merchandise Store. This year, the store is going to promote its products through special Black Friday offers during the so-called “Black Friday Week” (23/11/20 - 29/11/20) . Your Manager has required that you work on some forecasts. Here is the information your Manager shared with you. This year’s Google Merchandise Store objective for the Black Friday week (23/11/20 - 29/11/20) is to reach a +20% increase in revenue, compared with the revenue generated during the same Black Friday week in 2019 (date range: 25/11/19 - 01/12/19). The AOV is estimated to drop by 30%, compared to the current AOV, as a consequence of the Black Friday offers. Your Manager has asked you to come up with different scenarios. Using data from the Google Merchandise Store GA demo account (Main View), answer the following questions. Question 1. 2020 Revenue objective. Calculate this year’s “Black Friday week” revenue goal. Question 2. Analysis of current performance. Fill in the following table with recent e-commerce data from the last week of October 2020: 26/10/20 - 1/11/20. Current weekly performance (26/10/20 - 1/11/20) Sessions E-commerce Conversion Rate Transactions AOV Revenue Question 3. Estimated AOV and Transactions. Based on your manager’s calculations, this year’s Black Friday week’s AOV is estimated to drop by 30% (compared with the current AOV, see your answer to Question 2). What is the estimated AOV? And how many transactions would you need to reach the desired revenue objective? Fill in the below table. Metrics EstimatedBlack Friday week performance (23/11/20 - 29/11/20) Transactions AOV Revenue See question 1 Question 4. First Scenario: Opportunity to invest in an advertising campaign According to this scenario, your current traffic and e-commerce conversion rate (as detailed in question 2) will notchange during the Black Friday Week. How much extra trafficwould you need in order to achieve your revenue goal? Metrics EstimatedBlack Friday week performance (23/11/20 - 29/11/20) Sessions** See below** E-commerce Conversion Rate See question 2 Transactions See question 3 AOV See question 3 Revenue See question 2 or 3 ** SESSIONS breakdown Current sessions See question 2 Extra sessions If you were able to purchase this additional traffic through an advertising campaign, and the estimated CPC was $0.40, how much budgetwould you ask your Manager to allocate for this? [BONUS QUESTION] Question 5. Second Scenario: No budget for an advertising campaign. According to this scenario, the current amount of sessions will remain unchangedduring the Black Friday Week, and you won't have any budgetto buy any extra traffic. What is the only way to achieve your Manager's revenue objective

Other (Not Listed) Sample Content Preview:
Question 1.
Step 1. Revenue 2019
1 Go to Dashboard
2 Click Create -> Blank Canvass
3 Add widget
1 Widget Title = Revenue for 2019 Black Friday
2 Choose Metric
3 Add a metric -> revenue
4 Hit Save
4 Change time range to -> 25/11/19 - 01/12/19
5 Click Apply
6 Revenue generated for 2019 is $1,373.15
7 Add 20% to find the answer:
5 $1,373.15 + 20% = $1,647.78
Step 2. Current AOV 2019
*Note that AOV is NOT required for Question 1. I just placed it here for your reference
1 Repeat the steps above from STEP 3 (ADD WIDGET) except the ‘metric title’ should be AOV 2019 and the metric added is Avg. Order Value.
2 Click Apply
3 Note: this is “Current AOV”, which means that you have to change the time period again to the current period provided in question 2. Also, the AOV answer for Question 2 is just the same with this.
4 Avg. Order Value for 2019 is $67.11
5 Subtract 30% to generate the AOV for 2019
$67.11 – 30% = $46.977
Question 2.
1 Add another widget
2 Widget title should be Current weekly performance for Sessions
3 Choose standard metric
4 Add the following metrics
1 Sessions
2 Click save
5 Repeat for the remaining four (4) metrics;
3 E-commerce Conversion Rate, Transactions, Avg. Order Value, Revenue
1 Don’t forget to change both the metrics and the widget title
6 Change the date period to 26/10/20 - 1/11/20
7 Click Apply
8 The results are the following in th...
Updated on
Get the Whole Paper!
Not exactly what you need?
Do you need a custom essay? Order right now:
Order

👀 Other Visitors are Viewing These Other Other (Not Listed) Samples:

HIRE A WRITER FROM $11.95 / PAGE
ORDER WITH 15% DISCOUNT!
Order Now