Marketing Metric and Analysis

This document provides an in-depth analysis of marketing metrics and analysis in the merchandise industry. It covers topics such as UX analysis and accessibility, social listening, and the Google Merchandise Store. The document offers valuable insights and recommendations for marketing strategies.

MARKETING METRIC AND
ANALYSIS

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
1) UX analysis and accessibility of top two companies within merchandise industry.............................3
2).............................................................................................................................................................6
3).................................................................................................................................................................7
4)...........................................................................................................................................................11
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................16

INTRODUCTION
Marketing metrics are measurable values utilized by marketing management and its team
to identify effectiveness of advertising or campaigns across all marketing sources. With these
values marketing groups track their promotion aims in effective manner. It gives them power or
capability to monitor growth and measure success. It will aid organizations to improve their
tactics or strategies related to marketing they used to grow businesses rather than before. Another
thing which needs to be considered by management is marketing analysis. It is study of
dynamism of market, attractiveness of particular area.
The current study is based on Google Merchandise store selling lifestyles goods, clothes
and stationery across the world. It explain UX analysis and accessibility on top two players in
merchandise sector and justify outcomes of analysis in comparison to Google merchandise store.
Furthermore, this report most popular social networks, sentiment, social media engagement and
content types. It clarified sentiment analysis of social media comments and assesses state of
Google merchandise outlet from strategic digital marketing perspectives. Moreover, this
assignment examines suitable suggestion after analyzing several types of analyses in context of
company.
MAIN BODY
1) UX analysis and accessibility of top two companies within merchandise industry
Accessibility measures what organizations managements can reach in given time frame
such as consumers attention and increase profit margin. It is practice of making websites usable
by as many individual as possible. In simple words, it is extent to which a device, goods or
services is accessible to as many consumers as possible. It can be viewed as capability to access
and benefit from some entity or programmes. The accessibility of TESCO Plc is reflecting
throughout their websites, they committed to cater a websites that is accessible to highest
possible consumers. Marketing department actively work to assure that their business websites is
usable and accessible by customers of all capabilities that help to gain the attention of new

people and existing buyers towards purchasing their groceries products or services rather than
before. They offer most accessible experiences to consumers from their websites, it can be
considered a range of varied screen size and size of text can be modified to suite several
individual. Administration also added a site index and search facility to aid consumers find
information about products more easily.
UX analysis is set of strategies and guidelines that improve as well as enhance digital
goods ease of utilize & overall user flow. 24 pages of TESCO e-commerce sites are marked up
with 254 best practice examples such as introduce their top and the best products with better
quality.

In context of M&S, organization extends their accessibility scheme or programmes to all
its outlets. It extends sunflower lanyard system which helps their consumers with hidden
disabilities to all of their United Kingdom stores (M&S extends accessibility scheme to all stores,
2019). This scheme aids buyers with hidden disabilities which are not permit obvious such as
dementia, autism, hearing or visual impairments. UX analysis here conducted in regards to
Marks and Spencer, it analyzed that 28 pages of their e-commerce websites are marked up to
with 308 best goods with better quality that satisfy the needs of consumers.
After conducting User experience analysis (UX) and accessibility in context of Tesco and
M&S it can be said that both are doing hard efforts to gain the attention of their consumers and
strengthen their brand image within merchandise industry. As compare to both companies,
Google merchandise store shows their accessibilities much better and in effective manner, they
cater all its products or services info on websites where numbers of people are available and
collect knowledge about things in which they are interested.
Social listening applied in merchandise industry
Social listening is procedure of measuring and monitoring digital communication used to
comprehend what buyers are saying about their products and brand via using online tools. It is
also utilize to surface feedback or reviews that could aid to differentiate organization, services or
goods within specific marketplace. Social listening is used within merchandise or retail sector by
many retailers or companies in order to pay attention to what their target market are talking in
context of their brand. By using social media marketing services, retail organizations can
examine their consumers and determine gaps in their offering when compared to client’s
expectation or needs. Marketing department conduct hard work and many efforts to gain the
attention of their consumers and engage them with business offers for long term of period.
Workers drive towards social media engagement that is quite beneficial for them and also
help to increase sales of firms such as Google merchandise outlet more than its competitors. By
creating social media accounts at all the networking sites, employees in marketing department
can engage in social media engagement they can share and identify the needs of people who are
continuously purchase their products and love the quality offer by company.

To gain the attention of new consumers and retain existing one for longer
organization must use some most popular social networks such as Facebook and Twitter. In
recent time, people used Facebook for sharing data and communicate with friends as well as
family member. Retail companies take this benefit and start marketing their brand via Facebook
where millions of people are available and seek to find out something new or different. With this
popular side or network marketing department consider sentiment of individual and take their
opinion for further improvement in products or services. They had to use specific content type
such as Text/html or images/jpeg.
2)
Qualitative reviews mainly refer to the comments or report which is written by the
customer after using the product or services. It is necessary to get some comments or sentiments
regarding the product which they ordered from the company sites. It is not necessary that such
comments are mainly refer to the reviews, some comments are given in the form of video clips or
suggestion of making improvement in the particular thing (Armstrong and et.al., 2018). The
judgment is raised in respect of viewing the data of the particular week and also the visitors who
visited to prefer such products or services. This is the major things which the company had to
keep in mind regarding changing the fashion trends or promoting different products on weekly
bases.
The reviews or data are different for different online sites and thus the judgment or the
decision which the company initiated is also different. The impact also raised in respect of
presenting the sentiment in different from such as few reviews are presented in positive way bit it
is interpreted in negative sense (Babić Rosario and et.al., 2016). For e.g. if any person click on
the button in respect of not viewing the ads, this indicated that he is not expecting to see that
comment now instead of not liking such products.
It is necessary to get customer engagement regarding preferring the product through
liking, loving or needing such products. In the case of promoting the products through targeting
them by designing as per the customer demands, it is necessary to choose the particular design
and color which fulfills the customer needs in better way (Bradshaw and et.al., 2019). As
company are using the hashtags to increase the higher engagement of customer in respect of
retaining the customer interest for longer way. As hashtags sometimes results in attracting the

customer interest through fulfilling their needs by promoting the products as per the particular
occasion.
Thus, the role of sentiment are important in the business as through this support and
reviews, it helps companies to increase the sales and also helps in changing their marketing
tactics in which they are lacking (Buchanan and et.al., 2018). It is necessary to build the strong
and clear communication with the customer regarding serving the best services to them and also
taking feedback regarding the changes which they needed in the company working.
3)
Google merchandise store refers to such store which give sells the Google branded
merchandise to promote their products in the global market through providing the accurate
information and details about the company. In this report, the discussion is based upon selling
the mix of apparel, lifestyle products and stationary across the globe (Cawsey and Rowley,
2016). As due to carrying the renowned brand name in the global market, the CEO of the
company Sundar Pichai is planning to improve the merchandise sales in the future. Thus, by
giving the authority to access the Sundar Google merchandise store analytics account, the
Analytics should be provided in the form of Google data studio Report dashboard in respective
of following steps:

Dashboard related to Google Merchandise

STEP 1: Target the right audience
In respect of promoting the products in the market, it is necessary to target the right audience to
promote the particular products or services to them. As in this, the market research carry the
major role regarding targeting the right customer’s through examining their views and latest
trends emerging in the market (Chaffey and Ellis-Chadwick, 2019). The failure in business
raised in respect of not conducting the market research and promoting such products which is not
preferable by the customer. Thus, by setting the KPI resulting in targeting the right customer for
the right products. In respective of the Targeting the audiences, it is necessary to gather the
information relating to the taste and preference of choosing the particular things. As if the
promoting is done through offering the apparels which is designed for the particular occasion
such as for Christmas, the red and black combination, for new-year eve, party wear dresses

(Chaffey and Smith, 2017). Thus, it is recorded that by targeting the right audiences, in respect of
providing the accurate services, helps them in attracting the customer towards the business for
longer way.
This is helpful in respect of keeping the KPI before initiating any targeting procedure.
This is helpful through presenting the chart in which the detailed information from Google is
taken regarding the taste of selecting and preferring the particular products (Conway and
Hemphill, 2019). Through this chart the data is also gathered in respect of actual market trends
and also the competitor’s strategies regarding attracting the customer towards the business. The
benefits which is gained to business is in respect of increasing the sales through providing the
accurate goods and services.
In this chart, the performances report of the company is determined through targeting the
right customer in context of promoting the accurate services. This is the rough ideas through
which the authentic digital marketing techniques is to be adapted in respect of increasing sales in
the business.
STEP 2: Attempting to provide the right story telling:
Once the audiences are target, it is necessary to promote the rights stories about the
particular products or services. As it is necessary to build the trust of the customer towards the
business and this can be retained in respect of providing the accurate information about the
products usage and also the ingredients which is used to produce such products. The main focus
which is the customer carry during selecting the products is the KPI which they used to produce
the products as per the set instruction which is mentioned in the products description (Cowley-
Cunningham, 2016). The integrity of the company is stable, if they represent the correct
information to the customer about the materials which they used to produce the products. As
most of the customer are facing issues through the clothing materials which they wear. Thus,
they are more particular about the selection of the clothing and also take the overlook about the
procedure through which the products is designed.
Through the data collected from Google, the major issues which the customer faces and
also the customer shares is relating to not having any connection between the description
provided and also the actual products stipulated. In that cases, by applying to provide the actual

messages to the customer regarding the products quality and the materials which is used, helps in
increasing the sales in the business (Farris and et.al., 2017). Through this aspects, the rating
describes the overall techniques which is gained through the data collected from Google is that
Through this chart, the actual data is represented after presenting the actual information
about the products and also the quality which is undertaken to produce such products.
STEP 3: Data and sources:
In this step, the data is to be collected once this both step 1 and 2 are implemented and
then the reviews of the customer is examined through this perspective. It mainly indicates the
customer reviews and thoughts which they share, once they availed the services. The data is to be
gathered from the Google analytic or Google statistics. In this the data which is gathered through
the using the various sources and also the accurate information which is provided by the
company regarding the particular products (Hanley, 2019). As it is not necessary that the
merchandise sales is undertaken through B2C, it also deals with the B2B. Thus, through
gathering the authentic data helps in planning the accurate marketing techniques which results in
using the innovative method to increase sales in the business.
The whole techniques based upon the data gathered regarding examining the customer
preferences and also the messages which is provided to them to prefer the products. This is
explained through the data which is collected from the Google (Järvinen, 2016).
STEP 4: Visuals and Sketch:
This step is useful in respect of retaining the customer interest towards the business. As
through the records or data collected, most of the positive response are gained through the chart,
diagram or visual picture which is provided by wearing the current lifestyle trends emerging in
the market. Thus, resulting in gaining benefits through using the innovative ideas in respect of
choosing the advertisement procedure or organizing the campaign to promote such products in
the market (Kardaras and et.al., 2019). Due to facing tough competition in market, it is necessary
to bring innovation in the existing products or design which is used to attract the customer
interest. Such as in changing trends, most of the customer are choosing the organic products

through which the products are products. Thus, the results are also gathered from the Google
regarding the preference of choosing this innovation and the result lies in following perspective.
STEP 5: Tools ready and authorized to be implemented
This refers to the last step in which the whole procedure is undertaken and also finalized
to examined the actual position of the business in the emerging market. As this data is gathered
from Google in respect of identifying the current market position and also the marketing
techniques which they used to reach on the top position (Keegan and Rowley, 2017). As mostly
the reviews of the customer are set through viewing threating of the company and also increasing
the customer desires to prefer the particular products or services.
By this manner, the major tool which is used in relating to KPI in which the accurate
performances is to be set through which the target is to be achieved with the set mission and goal
of the organization (Keegan, 2018). The major focus of the company is to be increased the
revenue contribution through increasing the sales of the business by suing the five steps through
the process of digital marketing.
4)
It is necessary to provide the accurate recommendation to the Google Merchandise store
for the next twelve months regarding increasing the sales through undertaking the following
matters such as:
Customer segments:
In this aspects, the segmentation is to be done on the bases of the dividing the customer
on the bases of age, gender, income status and also the education which they undertaken to prefer
the particular products. In respect of increasing sales in the business, it is necessary to set some
target before promoting the products in the market (Visual Merchandising Techniques to
Increase Sales (7 Retail Tips), 2020). As company is planning to increase sales and this can be
attained in respect of designing the products by viewing the customer taste and preference of

selecting such products (Kingsnorth, 2019). Thus, segmentation is to be undertaken by
conducting the market research and examine the actual taste and preference of the customers. It
is necessary to design the products for all the class, so that they cannot target the particular class,
even the middle class person afford the right rating products in the market.
User’s behavior:
Due to changes in time, the taste of customer are also changing and thus resulting in
changing their behavior and attributes to prefer the products. Their behavior also fluctuates by
viewing the rating and response which is given by other customer after preferring such particular
products (Moe, Netzer and Schweidel, 2017). Thus, in respect of retaining the user behavior and
interest towards the products, it is necessary to provide the accurate and high quality services to
customers. Purchasing decision places the crucial role in this aspects, as the mind and interest of
the customer are easily fluctuated regarding viewing the other company products with the low
pricing and high quality standards. Thus, in such manner by using the innovative ideas during the
time of promoting, helps in retaining the customer interest for longer way (Patti and et.al., 2017).
The recommendation which is given to the company is relating to the taking the feedback
from the customer once they avail the services. It is also necessary to recruit the efficient and
trained person to handle the queries which is raised by the customer. As the major benefits is
gained through appointing the expertise to handle the customer services department and also
such department is working by 24/7 which helps in interacting with the user in better way
(Plume, Dwivedi and Slade, 2016). In respect of expanding the business globally, it is necessary
to recruit the different culture employees at work place so that they can interact with other
culture employees and also resolve the customer queries in better way.
Landing pages and exit pages:
This is one of the major factors which results in affecting the integrity of the business. As
the role of landing page is important and this is some of the type of web pages of the business.
The role of landing pages resulting in attracting the customer towards the business through
providing the unique and innovative services and by this manner, it converts the views into leads
of the business (Quinn and et.al., 2016). In the landing pages, company mainly disclose all the
detail about the company and also the products which they offer to their customer to satisfy their

needs and desires. Thus, the recommendation which is given to the company regarding retaining
the customer through the leading page is resulting in using the pictorial format in which they
present the company information in the form of images. Through this manner, it results in
attracting the customer interest through visiting to the company sites by viewing their front page
(Russo and Confente, 2017).
In respect of exit pages, it results in stopping the business to grow in the market for
longer way. Thus, it respect of increasing the business through stopping the person to go to the
exit pages, it results in offering the additional discount to the customer once they put the order in
the cart (Salo, 2017). As it helps in making the customer think about purchasing the product with
the additional discount and also getting the product with the best pricing. By this manner, the
company can increase the sales through this perspective itself. Another tactics which the
company can implement is relating to using the email procedure to give notification regarding
the company new offer and also the discount which they are offering. This also results in
attracting their needs in larger way (Scheidt and Chung, 2019).
Marketing channels:
It is important in the business as they are adding value in the products or services who are
offering by the company at larger scale. In respect of applying the direct selling, it results in
selling the product directly to the customer instead of holding any intermediary to sell the
product through their channel. By this manner, company can directly enjoy the profits through
gaining benefits from the customers (Stone and et.al., 2019). As it is indicates that company
sometimes had to adapt the expenses in respective of dealing through direct channel such as cost
in respect of damages in goods or transportation dealing or also paying cost to labor. Thus, direct
channel resulting in gaining major benefits in the business in respect of retaining the customer
interest through designing the products as per their needs and demands (Zook and Smith, 2016).
E- Commerce performance:
This is done by applying the key performance indicators in the business regarding
increasing sales and sustaining the business in market for longer way. In respective of e-
commerce business, it indicated that the trafficking which occurs in the website is the major
factors which results in increasing the sales and growth of the business. Thus, in such manner the

recommendation is to be done by keeping the track records in respect of keeping the eye on the
visitor’s interest who visits to sites frequently (Thomas and Housden, 2017). Another point
through which the performances can be indicated are in respect of adapting the conversion rate in
which the conversion is undertaken through converting the visitors into customers. This is
undertaken through examining the taste of the buyers in respect of conducting the market
research about the latest trends emerging in the market (Wedel and Kannan, 2016). Through this
manner, the conversion is occurs in better way by increasing the rate of percent to visit to the
company sites and retained for longer way.
The impact upon business also lies in respect of bounce rate in which the crises raised
through exit the company sites without purchasing any products. Thus, issues raised in respect of
sending the email or any message notification about the products which they viewed and also the
offer which is given on that particular products (Vrontis, Thrassou and Amirkhanpour, 2017).
Through this manner, the KPI is indicted in respect of retaining the customer needs through
offering such products which forces them to select it and also use it.
Thus, through this planning procedure it helps in bringing changes in their working style
and also they can achieve the target and goal in better way. It is also stated that motivation is the
major perspective which is to be provided by the leaders and managers to bring creative and
innovative ideas at work place (Verhoef, Kooge and Walk, 2016). Thus, in respect of sustaining
the company position in market, it is necessary to enhance the employee engagement through
working as team and bring innovative ideas to attract the customer interest in better way.
CONCLUSION
From the above study, the report concludes the matters relating to examining the
marketing metrics which is mainly undertaken by the marketing team to gather the information
which is undertaken in the market. This report is based upon the study of the Google
merchandise stores in which they are applying the various digital marketing strategies to retain
the interest of the customers through providing the accurate services or products. In this study,
firstly the matters is discussed is relating to the setting the standards for higher performances in
respect of increasing the user experiences and accessibility of gaining interest for longer way.
The second point which is covered is relating to the social listening of increasing the

merchandise sales in the business. As customer sentiment, engagement and also their content
helps in understanding their views and needs in better aspects. The third point stated the matters
relating to the designing the Google data studio report dashboard to present the actual
information about the market research and also the tactics which the business use to retain their
position in market. Lastly the report concludes with the points which is to be recommended to
the company in respect of bringing changes in their working style.

REFERENCES
Books and Journals
Armstrong, G. M and et.al., 2018. Marketing: an introduction. Pearson UK.
Babić Rosario, A. and et.al., 2016. The effect of electronic word of mouth on sales: A meta-
analytic review of platform, product, and metric factors. Journal of Marketing
Research. 53(3). pp.297-318.
Bradshaw, C and et.al., 2019. Social Media in the SME Business to Business Environment and
Toolkit.
Buchanan, L and et.al., 2018. The effects of digital marketing of unhealthy commodities on
young people: a systematic review. Nutrients. 10(2). p.148.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Conway, T. and Hemphill, T., 2019. Growth hacking as an approach to producing growth
amongst UK technology start-ups: an evaluation. Journal of Research in Marketing and
Entrepreneurship.
Cowley-Cunningham, M. B., 2016. Irish Home Care: An Integrated Digital Marketing Plan &
Communications Evaluation for Care Worker Recruitment. QQI-Organisational
Recruitment Case Study-Nursing & Healthcare-Digital Marketing Certification
Programme DkIT.
Farris, P and et.al., 2017. Key marketing metrics: the 50+ metrics every manager needs to know.
Pearson UK.
Hanley, K., 2019. Developing organic digital marketing processes in SMEs: A single-case study
of a Finnish SME.
Järvinen, J., 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics. (170).

Kardaras, D. K. and et.al., 2019. A Framework for Analyzing the Impact of Data Analytics and
the Internet of Things on Digital Marketing. In Techno-Social Systems for Modern
Economical and Governmental Infrastructures. (pp. 211-240). IGI Global.
Keegan, B. J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision.
Keegan, B. J., 2018. Social media marketing evaluation decision making processes and the
agency-client relationship (Doctoral dissertation, Manchester Metropolitan University).
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Moe, W. W., Netzer, O. and Schweidel, D. A., 2017. Social media analytics. In Handbook of
marketing decision models. (pp. 483-504). Springer, Cham.
Patti, C. H and et.al., 2017. Improving integrated marketing communications practices: A
comparison of objectives and results. Journal of marketing communications. 23(4).
pp.351-370.
Plume, C. J., Dwivedi, Y. K. and Slade, E. L., 2016. Social media in the marketing context: A
state of the art analysis and future directions. Chandos Publishing.
Quinn, L and et.al., 2016. Troubled waters: the transformation of marketing in a digital
world. European Journal of Marketing.
Russo, I. and Confente, I., 2017. Customer loyalty and supply chain management: Business-to-
business customer loyalty analysis. Routledge.
Salo, J., 2017. Social media research in the industrial marketing field: Review of literature and
future research directions. Industrial Marketing Management. 66. pp.115-129.
Scheidt, S. and Chung, Q. B., 2019. Making a case for speech analytics to improve customer
service quality: Vision, implementation, and evaluation. International Journal of
Information Management. 45. pp.223-232.
Stone, M and et.al., 2019. SCHEMA: Information on marketing and customer engagement
performance–reality versus dreams. The Bottom Line. 32(1). pp.98-116.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Verhoef, P., Kooge, E. and Walk, N., 2016. Creating value with big data analytics: Making
smarter marketing decisions. Routledge.

Vrontis, D., Thrassou, A. and Amirkhanpour, M., 2017. B2C smart retailing: A consumer-
focused value-based analysis of interactions and synergies. Technological Forecasting
and Social Change. 124. pp.271-282.
Wedel, M. and Kannan, P. K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing. 80(6). pp.97-121.
Zook, Z. and Smith, P. R., 2016. Marketing communications: offline and online integration,
engagement and analytics. Kogan Page Publishers.
Online:
Visual Merchandising Techniques to Increase Sales (7 Retail Tips). 2020. [Online]. Available
through: < https://erply.com/visual-merchandising-7-simple-ways-to-increase-sales/ >.
M&S extends accessibility scheme to all stores. 2019. [Online]. Availability through: <
https://www.talkingretail.com/news/industry-news/ms-extends-accessibility-scheme-stores-13-
09-2019/>