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Table of Contents
Introduction....................................................................................................................................3
Part A: Strategic Role Analysis......................................................................................................3
1 Strategic Analysis....................................................................................................................3
2. Tactical Use Analysis..............................................................................................................5
3. Performance Reporting..........................................................................................................6
User Engagement Insights.........................................................................................................7
Conversion Path Analysis..........................................................................................................8
Part B: The Campaign Strategy.....................................................................................................8
Demographics and Interests......................................................................................................9
Alina’s purchase Journey.........................................................................................................11
2. Strategic Recommendations................................................................................................12
3. Analytics Strategy Formation...............................................................................................14
Key Performance Indicators (KPIs):.........................................................................................14
References..................................................................................................................................15
Introduction
It is during the current era of e-commerce that digital marketing analytics has played a
critical role in the formulation of strategies that can enhance the performance of
business. This study aims to perform a SWOT and gap analysis to determine the
current effectiveness and potential for improvement in the digital marketing plan of
Google’s Merchandising store, an industry leader in the electronic commerce sector.
Specifically, the objectives of the report include identifying the present state of Digital
Marketing within Google and how analytics is used to achieve traffic, conversion, and
customer engagement. In order to identify specific areas of effective and ineffective
decision making, the report will compare key performance indicators from two separate
time periods in Google’s reporting (Marketing91, 2024).

Part A: Strategic Role Analysis

1 Strategic Analysis
Objective: To this end, explain the current place of analytics in the formation of the
digital marketing strategies of Google’s Merchandising store.
Google Merchandising store is an e-commerce business like any other, and digital
marketing analytics are central to the formation of strategies for the said business. By
applying analytics, organizations can get insights on customers and find patterns to
support better decision making in order to enhance productivity. The Google
Merchandising store which operates in the competitive e-commerce environment
employs the use of analytics to track traffic, conversion rates and customer interaction.
The following metrics are very helpful in improving marketing and the general
experience of the user in order to increase revenue and satisfaction (Cheng, 2020).

The main tool used by Google in its digital marketing is Google Analytics 4 (GA4) that
helps the company to monitor customer journey across different digital touchpoints. The
data offers a perfect insight into which marketing strategies work best in terms of traffic
generation and conversion. For instance, session medium and the number of new users
inform on the channels that have most influence on website traffic. Direct traffic can be
seen to have the largest session volume of 68,000 sessions meaning that people are
either typing the URL directly into the address bar or using bookmarks to access the
site. Organic search has 23,000 sessions and this goes to show the significance of
improving the site’s ranks on search engine results pages (SERP) through search
engine optimization (SEO).

Through the above metrics of customer behavior, the Google Merchandising store is in
a better position to determine where to make investments. For instance, the best
performing channel is organic, which means that the website needs to focus more on
SEO to maintain and even increase the traffic. Furthermore, it will be helpful to
comprehend which channels are effective to increase traffic for paid advertising and
email marketing, which are also shown in the given data to be important sources of

2. Tactical Use Analysis

Objective: A big area of consideration is the efficiency of the digital channels and the
content that the store has.

The use of digital channels in a specific manner is very essential to the performance of
Google Merchandising store. With the help of identifying the key performance indicators
(KPIs) we are able to determine which channels are efficient, including organic search,
paid search, email marketing, and referrals. A comparison of the provided data shows
the extent of these channels’ traffic and new users.

On the first graph, direct traffic has the highest traffic with 68,000 sessions, and this is
followed by organic search with regards to the 23,000 sessions. Organic search, in
particular, shows promising results in terms of the traffic generation to the website.
Search engine optimization is clearly an important component of the store’s digital
marketing mix, where organic search is the second most productive source of users for
the store. This implies that the content of the store is well in line with the search engine
optimization benchmarks thus making it easy for potential customers to find the store
through a search.

Organic traffic included paid channels, where cost per click (CPC) was responsible for
generating 5,700 sessions and email marketing was responsible for 4,900. All of these
charts also indicate that paid methods and emails are also involved when it comes to
traffic generation. However, these channels are relatively less efficient than organic and
direct traffic highlighting the potential to enhance the results of paid ad campaigns and
to make the email content more precise and relevant. For instance, if the store leverage
improved segmentation or if they tailor the content of the emails sent to the customers
then the engagement and conversion rates of the email marketing campaigns could be
improved.

The content of the digital marketing of the store is highly useful in the conversion
process of the store. In this way, by aligning the content of the store with the user
search intent (through blog posts or product descriptions or even paid ads), the store
can provide a better experience to the user and hence a better path towards the
purchase. Enhancing the usability of the landing pages, for example, may reduce
bounce rates and lengthen time spent on site – both of which are important measures of
engagement.

3. Performance Reporting
Objective: Describe how the store has performed during two different time durations.

To compare the effectiveness of the Google Merchandising store during two different
periods it is crucial to conduct a performance analysis of digital marketing activities.
Through comparison of the basic parameters, including traffic, conversion, and
audience, we are able to identify which approaches were effective and which ones
should be refined (Villanova, 2021).

In the data presented, direct traffic is the strongest in terms of both sessions and new
users. This means that the store has probably benefited from repeat traffic, publicity or
direct marketing as many of the users may know about the store. Even though direct
traffic is incredibly valuable, the lower figures for the channels like email marketing and
CPC cause doubts regarding the efficiency of these paid efforts. If such channels are
refined, they may assist in bringing a more acceptable balance between traffic and
conversions. For instance, it is easier to achieve better traffic and engagement by
customizing email marketing and improving the targeting settings in CPC campaigns.

Organic search also has a high impact on sessions and new users when it comes to the
given website. This shows the accomplishment of the store’s SEO strategies in the
given period for it manages to be well- ranked in the search results for appropriate
keywords. It can continue at the same rate and expand the emphasis on the keyword
optimization, content marketing as well as the link building strategies to further increase
the organic traffic (Zimmermann, 2021).

Organic and direct traffic has shown a good result, whereas paid search and social
media new users still have to be optimized. This may include analysing the various
efforts that were made in the paid search or even the social media page that the store
has with intention of expanding the cover and engagement of the store. In addition,
there might be a way to increase the engagement levels from these channels, for
instance, by making content more personalized, or by optimizing UX design or using
dynamic content.

Therefore, through the GA4 Analytics data presented in the store, we are able to assess
the effectiveness of the store’s digital marketing strategy. The good growth rates of
direct and organic traffic show that SEO and brand awareness are working well.
Nonetheless, there are opportunities in the paid search and email marketing that if
optimised can lead to more traffic and conversion. This way, Google’s Merchandising
store can keep on enhancing its digital marketing trends and strategies as depicted
above.

User Engagement Insights

Metrics regarding user engagement pinpoint important locations for enhancements in
content usage and user experience. With an average engagement period of 46 seconds
revealing average interest levels opportunities arise to refine content and ensure users
stay engaged for a longer time. The majority of users only interact once with a session
frequency of 1.19.

Figure 1 Engagement Metrics

Conversion Path Analysis

Important trends in user activity become apparent through the conversion path analysis.
The journey through multiple channels shows how necessary a unified strategy is.
Paths that follow Organic Search > Purchase (6.52%) turn out to be effective and
encourage persistent dedication to both SEO and SEM methods.

Part B: The Campaign Strategy

Persona and Journey Mapping: The Tech Savvy Eco Advocate – Alina John
Alina John is a 30-year-old professional with big job responsibility chasing, her job is a
sustainability consultant in a large metropolitan area. biology is her passion majoring in
technology with intent to conserve the environment. It means that Alina as an active
participant of the sustainability movement meets another category of active consumers
– those who are also knowledgeable of the opportunities that technology provides. This
persona is concerned with how Alina interacts with a customer and still adhere to the
core values of sustainability and technology.

Figure 2 Customer Persona

Demographics and Interests

Alina belongs to the tech marketplace users age range being 25-34 years, which is a
considerable section of users. She is mostly interested in: Technology & Computing
accounts for 19.7% of her interest; News & Politics 7.6%; Science 4.2%. The interests
align with her professional work as a sustainability consultant and her persona need to
be updated with change in the global trends. Being one of the members of 39.1%
female users, Alina represents a target audience of knowledgeable, young and urban
women seeking for effective and progressive solutions, which are based on both
technologies and environmental orientation.

Figure 3 Demographic analysis

Alina’s purchase Journey

Figure 4 Purchase Journey

Awareness Stage

Thus Alina first comes across a particular brand via a very specific advert placed
in a website focusing on news on sustainability. The ad focuses on recycling
which catches her attention shelter immediately, explaining that their products
are made from recycled material.

 Consideration Stage
Intending to know more about this, Alina immediately does a mobile search and
looks for some of the environmental friendly products in technologies. When she
gets to the brand’s website, she first navigates through their products and largely
concentrate on products with recycling materials.
 Evaluation Stage
At home, Alina returns to her desktop for better comparison of the two web sites.
I listen to her learn about the product from its description, the ecological footprint,
and the comments. Before making a decision, Alina makes sure she approves of
the brand’s sustainability statements.
 Purchase Stage
On taking her time to think about it, she buys a bamboo set of technology
accessories and a backpack made of recycled material. She is also satisfied she
has finished her transaction on her desktop, she feels more secure to make a big
purchase on the device.
 Post-Purchase Stage
 Alina got order confirmation and shipping details over the emails and she
monitors it in both desktop and her phone. She is able to monitor her order status
mostly through the mobile device any time from any place.
 Loyalty Stage
Having received qualitative things, Alina decides to share her feel in the social
networks. She also registers to the brand’s newsletter to make sure that she is
informed on the newer products that have gone through the sustainable process.
Gradually she turns into a regular consumer; she spends time surfing the
products using a mobile while on the move.

This story of Alina also reveals that with evolving trends of technology and environment
conscience, customers are concern about sustainability from pre-purchase decision to
post-purchase consumption. This means that companies in the segment can garner
consumers like Alina loyalty by harmonizing its own values to that of the target
consumers especially in the areas of sustainability and environmental conservation, and
in return provide regular status updates on matters of sustainability.

Figure 5 Checkout Journey

2. Strategic Recommendations
Objective: Recommendation for the improvement of the digital marketing plan.

 Content Marketing Enhancement: The store needs to create content that would
directly appeal to the community of fans of eco products. It could be writing a
blog or creating infographics or videos that encourage sustainability in the
company. According to Porter Novelli’s survey, 81% of consumers across the
 globe are concerned that companies should contribute to the environmental
cause. Thus, by providing information about such activities as a content strategy,
Google can attract and ‘capture’ such clients as Eco-Ella.
 Personalized Email Campaigns: Email marketing is a great way to reach out to
customers at any point of the buyer’s journey as the buyer’s journey. A for
example, targeted emails sent to customers depending on prior purchase history
and site activity can boost conversion rates by 6 times (Campaign Monitor,
2021). For Eco-Ella, the store could send out emails with news of newly added
sustainable products or ideas on how to be more sustainable.
 Social Media Optimization: Social media is one of the best ways to get and
communicate with the green consumers. To this end, through working with the
influencers in the sustainability niche, the store can get information from the
sources that Eco-Ella prefers. To the same effect, the use of social media user
generated content and reviews enhances credibility (Bolton et al., 2013).
 Improving User Experience: Analysis from tools such as GA4 can give the store
an insight into where the user experience may be lacking. For example,
sometime bounce rates are high while the session durations are short, this
shows that the content on the site is not relevant to the users. From these
metrics the store is able to see where it may need to make changes in the design
and layout of the website in order to better address Eco-Ella’s preferences. As
per (Gomez, 2022), 88% of consumers will avoid a website after they have had a
negative experience.
 Search Engine Optimization (SEO): Since organic search accounts for a large
share of the store’s traffic as highlighted in Part A, it is important to keep on
investing in SEO. This can be done by changing the product pages and the blog
to contain such words like; sustainable green products.
 Paid Advertising Adjustments: According to the insights gained from the surveys
Google’s Merchandising store can also improve its paid search and display
advertising by offering special ads to the consumers who are environmentally
sensitive. The ads of Google can be displayed based on keywords like
 sustainability and the Remarketing can be used for the people who have already
shown interest in green products (Strategic Management Insight, 2023).

3. Analytics Strategy Formation

This reveals that to promote the effectiveness of the proposed campaign strategy and
its further enhancement it is crucial to establish a powerful analytics strategy. This will
entail identifying goals and objectives then the use of data to evaluate on the
performance. Set Clear Goals: Specific objectives for the next three months may be to
enhance the organic traffic by 20%, enhancing the conversion rate for their green
products by 15% and enhancing the loyalty of the customers by 10%. These goals
should be specific, realistic and obtainable and should in a way support the main
objectives of the store.

Key Performance Indicators (KPIs):

 Traffic Metrics: Watch the organic traffic, referral traffic and social traffic using
GA4. Therefore, based on the segmenting of users by their behavior and source,
the store can determine which channels are most likely to attract traffic from
customers who are green-oriented.
 Conversion Metrics: We need to track conversion rate on certain product
categories such as sustainable products in the site. Greater traffic from the paid
and organic traffic sources would be the best indication that the marketing
message is finally getting to the audience.
 Customer Engagement Metrics: the duration of the session, and the number of
page views per session, it will be possible to determine whether the content is
valuable and interesting for Eco-Ella. Other services such as Google Optimize
can also be employed to compare the conversion rates of product pages.
 Return on Marketing Investment (ROMI): This metric will measure the ROI on the
marketing investment. Through comparing the revenue got from particular
campaigns to the cost of such campaigns, the store will be able to know which
strategies yield the most profits.
 Continuous Evaluation and Refinement: During the 90-day period the store
should monitor the analytics to assess the effectiveness of the campaign. It may
contain occasional reports which may be weekly or monthly to evaluate the
performance .
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