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    The Google Merchandise Store Measurement Plan - Analytics Help

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    Aleksandra Fey
    The Google Merchandise Store's objective is to sell branded merchandise that promotes the Google brand. To accomplish this, their strategy is to create an online advertising campaign directing customers to their website to purchase Google-branded merchandise. They will measure the success of this strategy through key performance indicators in Google Analytics, including increasing referrals and revenue from Android-branded products. The store will analyze these metrics across customer demographics, traffic sources, device types, and user categories.

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    The Google Merchandise Store Measurement Plan - Analytics Help

    Uploaded by

    Aleksandra Fey
    4K views2 pages
    The Google Merchandise Store's objective is to sell branded merchandise that promotes the Google brand. To accomplish this, their strategy is to create an online advertising campaign directing customers to their website to purchase Google-branded merchandise. They will measure the success of this strategy through key performance indicators in Google Analytics, including increasing referrals and revenue from Android-branded products. The store will analyze these metrics across customer demographics, traffic sources, device types, and user categories.

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    The Google Merchandise Store measurement plan - Analytics Help

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    The Google Merchandise Store measurement plan - Analytics Help

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    The Google Merchandise Store's objective is to sell branded merchandise that promotes the Google brand. To accomplish this, their strategy is to create an online advertising campaign directing customers to their website to purchase Google-branded merchandise. They will measure the success of this strategy through key performance indicators in Google Analytics, including increasing referrals and revenue from Android-branded products. The store will analyze these metrics across customer demographics, traffic sources, device types, and user categories.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    4K views2 pages

    The Google Merchandise Store Measurement Plan - Analytics Help

    Uploaded by

    Aleksandra Fey
    The Google Merchandise Store's objective is to sell branded merchandise that promotes the Google brand. To accomplish this, their strategy is to create an online advertising campaign directing customers to their website to purchase Google-branded merchandise. They will measure the success of this strategy through key performance indicators in Google Analytics, including increasing referrals and revenue from Android-branded products. The store will analyze these metrics across customer demographics, traffic sources, device types, and user categories.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    The Google Merchandise Store measurement plan

    Business Objective: Sell merchandise that promotes the Google brand


    You can think of the Google Merchandise Store as an average, medium-sized e-commerce business. At the top of their
    measurement plan is the main objective of the store, which is to sell branded merchandise that promotes Google.

    Strategy: Create an online adve ising campaign that directs customers to the Store website to
    purchase Google-branded merchandise
    To accomplish their objective, the Google Merchandise Store has a strategy to create an advertising plan that makes it
    easier for customers to purchase Google-branded merchandise.

    Tactic: Increase Android- Tactic: Increase revenue


    branded merchandise referrals of Android-branded merchandise
    To measure the success of their ad campaign, the Store The Google Merchandise Store will also want to measure
    will use different tactics. Since Android is making a big the success of their ad campaign based on sales of
    branding push, one tactic is to increase referral tra c to Android-branded products. So they have another tactic to
    Android-branded merchandise pages. increase revenue from Android-branded merchandise.

    Key Pe ormance Indicators (Metrics) Key Pe ormance Indicators (Metrics)


    Tactics are measured by key performance indicators (or Tactics are measured by key performance indicators (or
    KPIs). KPIs are the metrics the Store will use in Google KPIs). KPIs are the metrics the Store will use in Google
    Analytics to measure their success. Analytics to measure their success.

    KPI: Increase Android-brand merchandise referrals KPI: Increase conversion rate


    The Google Store will want to measure increases in The Google Store will want to measure increases in
    referral tra c to their website to understand whether conversion rates on their website to understand whether
    they're increasing customer awareness of Android-brand they're generating more revenue from Android-brand
    merchandise. merchandise.

    KPI: Increase new users to Android-brand merchandise KPI: Increase total transactions


    pages The Google Store will want to measure increases in total
    The Google Store will want to measure increases in new Android-brand transactions on their website to
    users to their website to understand whether they're understand whether they generate more revenue from
    increasing customer awareness of Android-brand Android-brand merchandise.
    merchandise.

    KPI: Increase Android-brand merchandise pageviews KPI: Increase total merchandise revenue


    The Google Store will want to measure increases in The Google Store will want to measure increases in total
    pageviews to Android-brand merchandise pages to Android-brand merchandise revenue on their website,
    understand whether they're increasing customer since that re ects the tactic of increasing revenue.
    awareness.  

    Segments (Dimensions)
    You can view your KPIs using different segments to see insights about your business, such as what tra c sources are
    driving referrals or driving conversion rates on your website. To analyze their KPIs, the Google Merchandise Store will
    use segments for Customer Demographics, Tra c Sources, Device Type, and User Category.

    Segment: Customer Demographics


    Customer Demographics can help the Google Merchandise Store understand who is visiting Android-brand
    merchandise pages and purchasing items.

    Segment: Tra c Sources
    Tra c Sources can help the Store understand where users are coming from.

    Segment: Device Type
    Device Type can help the Store optimize their site for different devices.

    Segment: User Category
    User Category tells the Google Merchandise Store how much of their tra c and purchases were from Google
    employees compared to external customers.
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