Marketing Metrics and Analysis

This study material provides insights into marketing metrics and analysis. It covers topics such as user experience, accessibility, social listening, and quantitative review. The material also includes recommendations for Google merchandise store.

Marketing metrics and analysis
1

Table of Contents
INTRODUCTION...........................................................................................................................3
Accessibility and user experience of Google merchandise store.................................................3
Marketing Channels:....................................................................................................................9
Customer segments:...................................................................................................................10
E commerce performance:.........................................................................................................10
CONCLUSION..............................................................................................................................13
.......................................................................................................................................................13
.......................................................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
It is important for company to conduct marketing review so that it gives insight to them about
how customer are responding towards it. Also, it gives in depth details and analysis of
experience of customer towards website. For business marketing is way of attracting and
promoting goods and services. By doing marketing analysis trends and pattern of customer
interaction is identified. Then, according changes are made into website. Furthermore, the
metrics are set to measure data with it. Metrics are touch point where customer usually interact.
However, the data is related ot reviews, profits, sales, etc which is obtained. In this report it will
be described about UX and user experience of Google merchandise store. Also,
recommendations and strategies of future will be explained.
Accessibility and user experience of Google merchandise store
In any website the main thing metric is accessibility and user experience. Here, accessibility refer
to how much easily user is able to access website and proceed with overall process of buying
product. Besides this, it shows on which device website can be accessed and how fast and
quickly. Similarly, UX is related to experience of user in entire process of buying the product. It
state that interaction of user with company. Likewise, In Google merchandise store there is
segregated version of all we pages in right hand side. The key word search appear at top making
things easy to review. Within the website categorized option for menu present a variety of
options divided into product name. This enables in user to visible it is easy way. They easily
come back to home page and scroll it easily. However, user can easily access website on amy
device which is either laptop, smart phone, desktop, etc in addition to it, website payment option
allows user to select payment option and with help of 3D graphic map location can be easily
identified. Apart from it, a wish list option allows user to look what products is added into it and
by removing it selected items can be processed further. Similarly, there are many competitors of
Google merchandise store. Thus, it is necessary to compare UX of their website. It is as follows
Factor Google merchandise
store
Amazon Comment
Google search At the top At the top It is found that both
companies Google
search is at top and
home page opens at
3

first
Google location Yes No It is observed that in
Amazon there is no
location of map
whereaa in Google
store location can be
marked.
Website page size 2.8 mb 3.5 mb Amazon page size is
bog because it
consists of many
things at home page
as compared to
Google store
Sign up Yes Yes In both companies
there is need to sign
up for user
Social media link Yes No Google offer link as it
allows user to share it
directly on social
media.
Mobile friendly Yes Yes Both companies
website can be easily
accessed on mobile
and provide GUI
interface.
Social listening review
It is necessary to review and analyse marketing of products on social media. This is because it
enables in gathering of data and finding out customer response to it. Social listening review is
process of analysing that how customer interact with other and discuss about a brand or product

in digital way. It is useful in finding out pain points of customer and then quickly responding it
to their problems. Thus, by taking feedback it becomes easy to make changes in content and
marketing. For that many technique are used. Social eWOM minimises anonymity as users are
required to have social media accounts, so conversation can be tracked but on other hand false
claims on brand sentiment can be spread easily, though, social listening allows brands to track
and engage in the conversation. Thus, social listening of website is done which state that first is
merchandise store is that use of hashtag Google and clothes. Here, user shown images of design
of clothes and how it is related to it. Besides that, it is evaluated that positive and negative
sentiment are 45% which means there are many positive terms been used that are quality, design,
attractive, effective etc which has resulted in creating positive image of brand. It shows how user
experience is going in positive direction. But on contrary, negative term used are delay, cost, etc
which state customer issues. There is maximum use of positive terms in it.
However, influencer are those people who buy from website. Usually, those customers are
sharing post who loves design of clothes. The tweets made in regards of this are user who
purchase shoes from it. There are different marketing channel can be used by the organization to
generate better result in market place. For example company an use digital marketing channel
and offline marketing channel can be used by the company to attract people from both online and
offline panel. Organization also can use online and offline business processes in order to
generate higher benefits from the market place.
Quantitative review
It is important for Google merchandise store to do quantitative review so that it will enable in
gaining insight about social listening and sentiment post on various social sites. Besides that, it
provide detailed info about how much post are been shared, where etc Moreover, several
elements such as emotional tone, feeling, etc of people can be identified.
5

Thus, it is evaluated that Google merchandise is able to generate revenue in many sessions. It is
found that session time is increase and revenue as well. There were many products which was
added to cart and it led to rise rise in profit. Also, ratio of cart to detail rate is increases. That
shows how people are able to buy products after placing them in cart. From data it is found that
most people detailed about product of you tube tee black and then the Google utility back pack.
Besides it, data shows that source found is Google itself and other was organic. It has enabled in
increasing sales of products and from Organic source of Google only. Moreover, there is rise in
search of website. It is found that 61% revenue is generated from Neq York city only and rest
from other cities. This not only allow company to know about effectiveness of its website but top
positioning and ranking of the website also plays important role in attracting customers as highly
ranked websites are preferred by users and customers.
7

Dashboard

9

Recommendations for next one year for Google merchandise store
There are different processes can be used by the business organization in order to improve
various marketing operations that are performed by the business organization in target market.
Fir the marketing process organization can use various process that can improve the performance
11

of the organization in market place. Marketing process is consists of various steps that can help
the organization to implement different marketing strategy in the market place (McDonald and
Wilson, 2016). These operations of the marketing department can be improved by making
different changes in the marketing operation of the organization. These changes can be made in
the organization process to generate higher results in the market places. There are various
activities are performed by the organization that can be improved in order to generate higher
benefits in market place.
Organization can made various changes in different process to make proper development
in the marketing operations. Organization can make changes in customer segmentations, user
behaviour, allocation of advertisement budget, marketing budget and E-Commerce performance
of organization in market place. These are some major considerations that can be used by the
company to get higher benefits from market place. Each of these process can be targeted by the
company to make developments in the marketing process to meet all standards that can help the
organization to meet business goals of organization in market place. Company also can fulfil
their targets with in time. Company can use different tools and techniques in the research process
to collect market data in more effective way. These market research data can help marketing
department to perform customer segmentation in effective way. Better data about the customers
of organization can help the marketing department to develop better strategies that can help the
organization to target customers in effective manner. Better segmentation can help the
organization to effectively execute their marketing plan in market place. There are some
technology can be used by the organization to effectively collect data that can improvise the
operations of the marketing department to get higher success in market place.
To improvise marketing process organization need to the implement various changes in
the marketing process to know more personal details of customers (Gilligan and Lowe, 2018).
Company can use various technology to get better over view of customer behaviour in order to
generate better result with marketing process. This is highly difficult for the business
organization to make various changes in the operations process to keep track the actions of the
customer to develop changes in the organizational actions in order to generate higher benefits
from the market place. For example technologies like Radio Frequency Identification technology
can be used by the organization to track the activities of the organization in market place. RFID
technology can help organization to track the activities of the customer and various internet

technologies can be used by the organization to develop better data base about the organization.
Customer data base can be used by the company to get better reviews about the company. This
customer data can be used by the organization to develop marketing plan as per the needs of
customer. By targeting the customers in effective manner organization can develop better
marketing process to attract more people to use the products and services of the organization.
Customer buying process can help the organization to develop various process which are
attractive for the company.
Advertisement is one of the most important part of the organization. Marketing process is
developed by the marketing department in order to make people aware of the products and
services of the organization in the market place. This is most important for the business
organization to develop better advertisement that can help the company to attract customer in
effective way. Company can develop better advertisement company needs higher budget. High
budget can help the organization to effectively make positive impact on the customers (Naseri
and Noruzi, 2018). This is how advertisement can help the organization to generate high
effective revenue from market place. There are different marketing channel can be used by the
organization to generate better result in market place. For example company an use digital
marketing channel and offline marketing channel can be used by the company to attract people
from both online and offline panel. Organization also can use online and offline business
processes in order to generate higher benefits from the market place. This how different
processes and methods can be used by the organization to improve their business operations and
profit in market. company can implement various strategic and management changes can be used
by the organization to improve the marketing operations in global market.
Allocation of advertising budget:
Advertising budget decide that how much money they have for the promotional activity.
Company must form such strategies for their advertisement that with minimum budget they
should target high level of audience. Google merchandise store is recommended to apply
objective and task based strategy according to which they should allocate advertising budget.
Google merchandise store not only sell single product it deals with many different product so to
target wide audience they should allocate their advertisement budget very properly like target
those market which are in want of such type of product which they develop. They should also
know which type of media they should use for advertising their product like Instagram,
13

Facebook etc. Google merchandise store is recommended to apply objective and task based
strategy according to which they should allocate advertising budget.
User Behavior:
User behavior contains so much of thing under it as user behavior will only make you understand
that which type of product you should sell in particular target. Different users have different taste
and preference. Google merchandise store should deeply work over strategy which is known as
addressing need of user, if they understand it they will able to get solution of making their
product more visible to audience and will also make users to purchase their product. It is fact that
behavior of user is different but their behavior are mostly affected by the way they are living, so
Google merchandise store can understand that their store consist different products like Life style
products, Stationary product so they must understand that which type of users they are looking
for. User behavior can be understand by knowing their life style, also by understanding their
lifecycle and it will make you know that which type of product company must make.
Marketing Channels:
In today’s world, there are many companies who are focusing more on online sales. Because,
businesses have to create some new marketing strategies so as to attract more customers for
relying on an online purchase. Further, companies should follow such recommendations that are
the company need to focus on its advertising, feeling, customers and the challenges for the online
use. Recommendation for Google merchandise is that they should apply social marketing
channels as it is a simple and attractive for getting customers. Nowadays customers are focusing
more on the brands before purchasing. In this context, the way for brand through which it gets its
image is through social media. So, by using social media the brand is connecting will connect
with more number of customers. Company should use different marketing channels, because one
marketing channels cannot attract large number of people as it is not necessary that they are
using that channels or they are active over it. So Google merchandise store is recommended to
use different marketing channels so that they can attract large number of people.
Customer segments:
Customer segments are one of the best ways for Google merchandise store as they deal with
different type of product. If they will understand their customers then they will easily make
segments of them like putting same taste and preference customer in one segment and other in
different segment which will make things very easy for them as they will understand demand

much better and in clear way. So Google Merchandise is recommended to use behavioral
customer segmentation as it directly connects product with customer and also company knows
that Customer make Customer is also a marketing strategy because when company makes one
loyal customer than such customer will tell other customer and put companies’ product in their
mind also. Customer segment depend upon living standard, financial condition and also the main
thing which is called place. Place is that thing which shows culture and religion of people and
according to that customer segment can be done.
E commerce performance:
Google Merchandise store should started making its business decision based on the Ecommerce
metrics. With the help of which the managers can easily came to know about the performance
level of each store and also which store needs to push to work more. Here are some ecommerce
metrics which the company should follow for increasing its ecommerce websites these are sales
conversion rate, email marketing, average order value, customer acquisition cost, etc.
Furthermore, such metrics will help in measuring the performance for each and every store so
that the manager can come to know about it easily. In this regards, manager will easily gain the
performance level of each who are working in the company.
Other Strategic development based on finding
On the basis of above discussion and analysis here it can be recommended that advertising
budget Google Merchandise Store should be increased. This will increase the possibility of
increased advertisement and budget is an essential requirement in carrying out activities for
advertisement. Advertisement for Google Merchandise Store is limited and this is why the
performance of the Google Merchandise Store is also limited. In order to increase advertisement
on several channels and through different mediums budget is important.
Regarding budget and its allocation for the advertisement of Google Merchandise Store it can be
said that budget needs to be allocated for advertisement after analysing return on investment (Zia
and Rao, 2019). This is important because budget allocated for advertisement is a form of
investment which is clearly based on return because only objective of this is to attract as much
possible customers. Return on investment analysis will help in determination of budget to be
allocated. Some of the factors which are required to be considered while allocating budget for
advertisement are sales forecast, sales in terms of unit and in terms of customers, territories and
15

product line and also according to capability of the company to sell. Affordability of the
company is also important as budget of the company over its advertisement gets significantly
affected by the affordability of the company. Level of competition and quality of the campaign
are another factors for consideration. This is because these things determine what value company
wants to build in minds of its customers regarding their offerings and products.
User behaviour regarding Google Merchandise Store is also an effective way to
understand efficiency of the products being offered by the Google. User behaviour means the
way in which users interact with product. User behaviour can be analysed through various forms
and this will help in designing marketing strategies for Google Merchandise Store. Positive and
expected behaviour of users suggests that current marketing strategy is useful and this is why
they can continue with their existing marketing strategy. On the basis of user behaviour company
can also take decision regarding customer segments and their targeting (Tan, 2016). This will
help in accurate targeting as user behaviour will clarify which segment of customers is more
active with the Google Merchandise Store and late on this basis Google Merchandise Store will
be able to accurately target its customer segments. For example if customers from Asia are more
active with Google Merchandise Store then currently Google Merchandise Store can target them
as their customer segment. This will increase and strengthen position of Google Merchandise
Store in selected customer segments and this will also open opportunities for other customer
segments. This is why it is recommended that user behaviour and targeting of accurate customer
segments will make significant contribution in success of marketing of Google Merchandise
Store.
Search engine ranking means what is the rank and where the website or the page is
ranked on the various search engines. This refers to the position of the website and for positive
results of the marketing this position should be on top level. This not only allow company to
know about effectiveness of its website but top positioning and ranking of the website also plays
important role in attracting customers as highly ranked websites are preferred by users and
customers (Luh, Yang and Huang, 2016). This is more important for Google Merchandise Store
as its business and effectiveness is visible only through its website. This is why Google
Merchandise Store should also focus on improving its search engine ranking in order to improve
its effectiveness and its attractiveness.

Marketing channels are another important element of marketing. Effectiveness of
marketing significantly depends on the selection of marketing channel by the company.
Marketing channel are those platforms through which business communicates to its customer and
potential customers. Marketing channels are divided in two parts which are traditional and
modern marketing channels. Traditional marketing channels are television, print advertisements
and modern marketing channels are social media and digital media advertisements. Presently
social media advertisements are being highly used because of their ability to target accurate
customer and also because of its potential to increase visibility of the product and company.
Social media marketing can also allow company to measure its performance and success of
marketing efforts because these channels can get instant reaction of potential customers of the
company. Another benefit of social media marketing is that company can directly communicate
with its potential customers and customers and this also helps in identifying and understanding
behaviour and perception of those towards the product and the company (Key, 2017). Google
Merchandise Store can apply and increase their marketing efforts through social media
marketing because this will allow it to get instant results for its marketing efforts. Though social
media and digital media marketing is being increasingly used by the company this does not
reduce the value of traditional marketing channels as they are still able to communicate with
mass audience in single attempt. Here it is recommended that company should do 360 marketing
which can bring most effective results of the marketing. In this company can also utilise its
budget wisely because social media marketing is less costly and company can allocate higher
budget for television marketing.
E-commerce performance is another matter of recommendation because this is very
important for Google Merchandise Store as its nature is also E-commerce. Marketing includes
considering all the relevant aspects of the product and service being sold by the company. E-
commerce performance is important as Google Merchandise Store is selling its products through
E-commerce mediums and its website is its distribution place and this is why its performance is
significant element of marketing of the Google Merchandise Store (Macchion and et.al., 2017).
There are several matrix through which Google Merchandise Store can identify and analyse its
E-commerce performance and performance indicators are repeat visit, bounce rate, time to
purchase etc. Google Merchandise Store can improve its performance through perfectly
17

organising its website and giving all the required and expected information about the products
and using high quality of product image.
CONCLUSION
From above report it is summarized that marketing metrics enable in analyzing people
experience and how they interacted with company. It provide crucial data about it and change are
made in website, Google merchandise store competitor is Amazon. The company social
listening review consist of positive terms as compared to negative one. However, the sales of
store is less as compared to Amazon. From data it is found that there is rise in session time and
revenue. Moreover, revenue generated from New York city is highest. There are several
suggestions which can be followed by company that is improving customer segment, enhancing
user experience, marketing channels and other. This will enable business to generate more
revenue from website and in various cities.

REFERENCES
Books and journals
Bendle, N.T., Farris, P. and Venkatesan, R., 2019. Metrics for Projecting the Return on
Customer Acquisition Investments. Available at SSRN 3265243.
Bryan, C.J., Yeager, D.S. and Hinojosa, C.P., 2019. A values-alignment intervention protects
adolescents from the effects of food marketing. Nature human behaviour, 3(6), pp.596-
603.
Colicev, A., Kumar, A. and O'Connor, P., 2019. Modeling the relationship between firm and user
generated content and the stages of the marketing funnel. International Journal of
Research in Marketing, 36(1), pp.100-116.
Dekker, I.G.D., 2019. Can ValueFlow predict likeability of a commercial? An investigation of
moment-to-moment affective reactions and the relation to marketing metrics (Master's
thesis).
Gilligan, C. and Lowe, R., 2018. Marketing and healthcare organizations. CRC Press.
Kemell, K.K. and Abrahamsson, P., 2019. 100+ Metrics for Software Startups-A Multi-Vocal
Literature Review. arXiv preprint arXiv:1901.04819.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Kirkby, S.D., Skinner, D.W., Lawrence, R. and Hutchinson, W., Accenture Global Services Ltd,
2019. Marketing campaign management system. U.S. Patent 10,282,746.
Lee, J.Y. and Day, G.S., 2019. Designing customer-centric organization structures: toward the
fluid marketing organization. In Handbook on Customer Centricity. Edward Elgar
Publishing.
Luh, C.J., Yang, S.A. and Huang, T.L.D., 2016. Estimating Google’s search engine ranking
function from a search engine optimization perspective. Online Information Review.
Macchion, L and et.al., 2017. International e-commerce for fashion products: what is the
relationship with performance?. International Journal of Retail & Distribution
Management.
Mannix, P.M. and Crist, N.P., Groupon Inc, 2020. Offline location-based consumer metrics
using online signals. U.S. Patent 10,600,079.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Michopoulou, E. and Moisa, D.G., 2019. Hotel social media metrics: The ROI
dilemma. International Journal of Hospitality Management, 76, pp.308-315.
Mintz, O., Currim, I.S., Steenkamp, J.B.E. and de Jong, M., 2019. Managerial metric use in
marketing decisions across 16 countries: A cultural perspective. Journal of International
Business Studies, pp.1-27.
Naseri, Z. and Noruzi, A., 2018. Content marketing process model: A meta-synthesis of the
literature. Webology. 15(1). pp.8-18.
Smith, H., 2019. People-based marketing and the cultural economies of attribution
metrics. Journal of Cultural Economy, 12(3), pp.201-214.
19

Sydney-Hilton, E. and Vila-Lopez, N., 2019. Are marketing strategies correlated with financial
outputs? A longitudinal study. Journal of Business & Industrial Marketing.
Tan, F.L.P., 2016. Beyond reading in reading rooms: an ethnographic approach to user
behaviour in reference spaces (Doctoral dissertation).
Zia, M. and Rao, R.C., 2019. Search advertising: Budget allocation across search
engines. Marketing Science. 38(6). pp.1023-1037.