Marketing Metrics and Analysis

This study material provides an in-depth analysis of marketing metrics and their importance in analyzing the effectiveness of marketing campaigns. It covers topics such as UX analysis and accessibility of Tesco and Sainsbury, sentiment analysis, data analysis and dashboard creation, and more. The material also includes case studies and examples to illustrate the concepts discussed.

Marketing Metrics and
Analysis

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1) UX analysis and accessibility of Tesco and Sainsbury......................................................1
2) Sentiment analysis..............................................................................................................3
3) Data analysis and Dashboard creation..............................................................................5
4) Strategic recommendation................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing metrics are used by different marketing managers as these tangible values are
beneficial to them in order to analyze potency of promotions and campaigns that organizations
use for different sources of marketing(Liang and et.al., 2018, July).There are different marketing
metrics that businesses use to align its various strategies in order to achieve discrete goals of
organisation. It keeps track of different changes in operations of the organisation and also on
different conditions of the market. With these metrics business is able to track its favourable
results so that appropriate strategies can be implemented for growing the business in right
direction. Present report is based on Google Merchandise store that is operated by Google and is
an ecommerce site that helps the business to sale different products all across the globe. Report
will include UX evaluation with respect to two closest competitors’ website that is of Tesco and
Sainsbury. Tesco is a multinational organisation of groceries founded in 1919and is the third
largest retailers. On the other side Sainsbury is the second largest super market that was founded
in the year 1869. Further report will analyze different skills that business can develop in order to
have effective marketing decisions. Report will also analyze different digital marketing strategies
and its outcomes with respect its business audience. Finally, report will focus on some of the
relevant decisions that organisation can take to enhance its marketing campaigns.
MAIN BODY
1) UX analysis and accessibility of Tesco and Sainsbury
Accessibility generally leads to smart decision making of the organisation as business can
have pool of its potential customers. It identifies the respective time frame in which business can
increase its profit margin. With the increase in use of internet, it has become important for the
business to make websites accessible to its customers in order to gain their attention and that
finally leads to huge profit of the organisation (Bradshaw and Shaw 2019). It generally refers to
different services that are accessible to different customers so that they can utilize the same and
finally leads to profit making of the organisation. Tesco works effectively by providing such
websites that customer can access easily. With the help of Google Merchandise store there are
widest possible audience of different abilities who are quite happy with its services as they can
easily access new products and services that business offers to them. Previously, Tesco
implemented alpha and beta testing of new interface. But with the change in time and conditions,
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they came up with superfluous images and clear description of different links. These help their
business to gain more revenue by gaining customer’s trust and providing better accessibility for
them (Voykinska, V. and et.al., 2016).
UX analysis includes various specifications that help in making the respective digital
products of the organisation more advanced, so that the user can have improved experience with
its enhanced features. Tesco is having mediocre performance when it comes to e-commerce UX.
There is need of improvement in cart and checkout, on-site search and also product page as there
is huge competition in market. The head of UX of this organisation has stated that they are
working on supermarket’s design and may be handled in house in place of handing over to
different agencies (Carlsson and et.al., 2018).
Sainsbury works in creating innovative as well as personalized digital products in order
to make its customers satisfied and loyal so that they cannot switch the brand. When it comes to
performance of e-commerce UX, company is working to provide best in class user experience in
order to achieve the respective brand goals. There are different multichannel offerings with the
help of spanning store, web etc. With the help of Google Merchandise store, business has
become the largest grocery re-platform programme where the customers feel connected with the
organisation with the help of online platforms and also different mobile channels.
After conducting the UX analysis, it is been analyzed that both the organizations are
putting their efforts to make their customers attracted. They provide effective accessibility so that
information regarding different products and services are easily available to them and they can
choose their interested products.
Social Listening in these industries
Organisation monitors their brand with the help of the social listening as it provides the
channel where feedback of different customers can be taken in order to improve the products and
services. There are different online tools that business can use to communicate with its customers
and can understand their actual needs (Misirlis and Vlachopoulou, 2018). Merchandise and retail
industry use these platforms to target the specific market and get attention of its potential
customers. These feedbacks are then taken into consideration for improving the quality of service
that business provides. Organisation take help of different marketing tools in order to engage
these customers so that they stay for long period and become loyal towards their offerings.
Google merchandise helps in transforming the business in right direction with the help of
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effective web analytics tool. This helps in understanding the behaviour of the customers and
getting aware about their footprints so that they can be followed up and targeted at right place
and time.
Marketing department of Tesco and Sainsbury engages the customers with the help of
different social media platforms where they identify the needs of the customers and provide them
what they are actually looking for. There are social media platforms like Facebook, Instagram
etc. with the help of which business can create its new customers as most of the people use these
platforms for communicating with each other and forwarding different data(Stewart and Arnold,
2018). With the help of this method of monitoring, business can have an effective way for
research and development. Social listening helps the brand to get an edge on its different
competitors by getting aware about the positive and negatives of its brand and making
improvement accordingly. Both the organisation use different social media platforms in order to
understand the market conditions so that effective changes can be brought to the product
offerings.
2) Sentiment analysis.
Sentiment analysis are generally belong with thee qualitative review which are refers
with the report and comments that is written by customers after using products and services of
Tesco and Sainsbury. This is very important and effective comments and sentiments in terms of
product which order placed by customer through company sites. It is not compulsory that some
of the comments refer with reviews; some comments are given in video clips and suggestion for
making effective improvement in the important things (Ailawadi and Farris, 2017). This is
completely helps to recognize their customers with categorising list of customer’s attitudes and
feelings in the direction of organization, product brand either positive or negative. Generally,
customer are make their judgment by watching data of particular week as well as those visitors
who are visited company site for using products and services in effective manner. Present days
fashion trends are continuously changed and that is very important thing which is have to keep in
owner mind for promoting different products and services on weekly basis to attract more
customer towards company.
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Reviews and data analysis are differ from different online websites and judgments as well
as decisions are also different site to site which are posted by company. This creates more
positive impact on the business when some of the reviews are presented in positive way but bit it
is interpreted in negative manner. For example, most of the person skip the ads, this reflect that
they are not expecting to see that comment instead of those product which they are not like to
use. This is very important and effective to get engaged with customers in respect of product
through loving, liking as well as by knowing their needs with such products. In terms of
promoting product and services through targeting demand of customers, in that foremost work is
that selecting colour and design which help to achieve attraction of customers in better manner.
For increasing interest and higher attraction of customers companies are use hashtags and other
symbols headed for longer time (Aswani and et.al., 2018). But the Tesco make their focus on
some innovative strategy those are: to provide quality of product at lower price and to keep
customer loyal by using club card. On the other hand, Sainsbury provide good customer services
with its healthier food to retain and attract customer.
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Thus, the main role of sentiment in social life as with the business support and get
reviews of customer which are helps to companies for increasing sales and make some changes
in tactics of marketing. That is very important and effective for the business and for building
strong and free communication with customers toward providing best services to them. That is
help to taking feedbacks from customer related to those changes which are more important for
company and for their working.
3) Data analysis and Dashboard creation.
Google merchandise store is sells the Google branded merchandise in order to promote
products and services at global market by sharing clear and proper information with customers
which are related to product and services. This is very important and effective for companies to
provide proper information to customer because this help to them for selecting product as per
their needs and wants (Han and et.al., 2017). In respect of this report, the discussion reflects the
selling mix, stationary product, food product and lifestyle products across the globe. As peer that
renowned the brand name in global market, the CEO of company Sundar Pichai is decide and
make planning for improve their merchandise sales in the future in effective manner. In respect
of that, through giving authority for accessing Sundar Google store analytical account, which is
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provide Google report dashboard in proper manner and by following respective steps which are
as follow;
Chose right audience:
There is very important and effective to select and chose right audience for promoting
products at market place. This help to analysis whole market needs and their purchase segments.
This refers with the market research by playing role regarding target customers by getting their
views and reviews about the product and latest trends emerging within the market place. if
market research is not conducted by company then it is create chances to failure business as well
as promoted products are not preferable by customers. By analysing KPI results within the
targeting customer for the right product is help get knowledge about taste and preference of
customer with company. For example: Tesco Plc offer ample number of product to customer at
lower price rate and Sainsbury is provide better quality off product at reasonable price. In that if
company promoting their products and services, here can use apparels occasion wise that is help
to attract more customers such as music festivals can be used disco theme and Parklife can be
use colour window (Keegan and Rowley, 2017). Thus, it is help to keep by targeting right
customers for providing accurate and proper services for to them. That is effective and helps to
attract more customers towards business for longer time.
KPI is helpful tool for targeting right customers for increasing sales in the future. For
understanding in better manner here is gather detailed information form Google in respect of
customer preferences about the products.
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With the help of this, chart is reflecting gathered data of actual market trends with competitor’s
strategies.
This help to company for increasing their sales by sharing proper and legal information to
customer products. In respect of that company can use digital marketing technique is to be
adapted in respect of increasing sales of business.
Sharing accurate details:
This is another step which is also important after audience targeting. Here is also
important to share accurate details with customers about products and services because this is
foremost for building trust of customers (Kotarba, 2017). For that company have to provide
correct information to customers. Generally, the customers have their focus on product details
through KPI. This is because of the reason it includes some instruction related to product. In that,
if company is provide correct information to customer then integrity is stale and this help to build
higher level of trust on business. For example: when customers are purchase clothes material
then they faces various problems which are related with material and size also. In respect of that,
company have to make some selection where they can upload details about product like colour,
material type, and proper size chart with ratios.
Collecting data from Google, the major issue which is faced by customer which
miscommunication or not having proper communication between company description and
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actual product details. This is not good for the company and for their business. in that case,
company can make actual message within the chat inbox by texting some important details like
quality, colour and another important things. This step is help to increase sales by attracting more
customers towards company. In this company also can include rating system for describing
overall techniques of work and positive response of customers.
Sources and data:
After, sharing important information with customers, here is another step is sources and
data which are collect through both above mentioned steps such are choosing right audience and
sharing correct information are implement best review of customers (Kuckshinrichs, Ketelaer
and Koj, 2017). This reflects sentiments and view of customers which are share on websites
through rating system. Those data and source are collected from Google drives. For collecting
information there is using various and different sources which are providing by company about
their product and services. This is not compulsory for merchandise marketing to use business to
customer; it can use business to business system.
This graph is represent the effective source from there company able to get accurate data for
making business. With the help of this, companies are able to make step by step planning for
making some innovative thinks. This process is based on the collecting data by analysing
preference and needs of customers. This explained by sources and data by using Google.
Sketch and visuals:
Sketching and visuals are very important and effective for retaining customers and their
interest towards company’s product. Most of the time customers are attract through the colours
combination of product packaging and this gives most of positive response through the charts,
design, picture and attracting colours that are provided by wearing current lifestyle and trends in
emerging trends market (Kyle and Obizhaeva, 2017). This help to gain various benefits by using
innovative ideas in respect of selecting rights advertisement procedure and through organising
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campaign in order to promote such products in market. Present days having hard competition
within the market place, as per that here is very important to think about innovation in existing
product and design which is complete help to attract more customers. innovation is more
effective think for attracting customer because customers always looks towards innovative thinks
in product which they are uses on daily basis. Changing trends are complicated, because most of
the customer wants to use organic products. This result is also gathered from Google drive which
is help to make higher customers base for business.
As per the above graph, online Christmas sales of TESCO are increases with 10%per
year.
Tools ready and authorized to be implemented:
This is the last step where tool of digital marketing is ready after undertaken and finalized
actual position of business within emerging market. This data is collected from Google in respect
of identifying current market position as well as some of the marketing techniques in order to
reach on position. Most of the time reviews of customers are generally view by sources of
company and this help too increase sales of customers in effective manner.
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With the help of this tool is completely ready for representing in front of each and every at the
market place. In that most effective tool is KPI because that is effective and accurate for
analysing performance by targeting proper customers segments by achieving mission and goals
of company. This is also help to make proper focus on increasing revenue by increasing higher
sales of business by using five steps of digital marketing process. With the help of this, company
gets effective data and sources in order to increasing sales of company in effective manner.
Dashboard creation:
This is the dashboard of TESCO sales which is reflect the online sales of product and
feedback received from customers.
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This details are collect through Facebook sales of TESCO.
4) Strategic recommendation.
After discussing whole report, here is mention accurate strategic recommendation for
Google merchandise store. This help to company for next one year (12 months) in respect of
increasing sales of company by undertaking following some important things which are as
follows:
Customer segments:
Customer segmentation is very important and effective process of diving customer in
proper groups on some product and their character wise. This help to companies can get market
to each group and their members for working in proper manner (Lee, Kim and Shin, 2017). For
example: business to business marketing company might segments customer accordingly to a
wide range of factors by including industry. in order to increasing sales of business, it is very
important and effective to make target of customer before working on promoting products and
services at market place in effective manner. As per that company can make planning for
increasing sales and this can be attained towards designing product by knowing taste and of
customers. Segmentation is conducting after completing market research on taste of customer.
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This is very important and effective for business to design products for all the classes, so that can
be helpful for making positive loyalty of customers towards business in effective manner. With
the help of this, each and every class people can buy product from company.
User behaviour:
User behaviour generally refers with the way of users are interacting with products.
Interaction of people is most important for maintaining effective working and success for
company. But, presently user behaviour is changed due to some changes in time, taste of
customers and trends. This may gives negative effect on changing behaviour and attributes for
preferring products and services. Behaviour of customer is also changed after seeing rating
system if it is reflect negative response then it give negative impact and it reflect positive
response then it give positive impact on businesses and their sales. In order to retain user
behaviour positive towards product, for that it is very necessary to provide accurate and high
quality off services and products to their customer (Marra, Antonelli and Pozzi, 2017). In that
purchasing decision is plays a very crucial role, as interest of customer are easily changed
towards viewing the other company product with low pricing and high quality standards. This
thing is using effective innovative ideas for promoting product, this help to increasing customer
loyalty and interest for longer time and way.
For that, here is give recommendation to company which is related to taking feedback
from the customer by taking effective sales. In that process, it is very important and effective to
hire efficient person and trained in order to handling customer services department because this
department is working whole day and provide 24/7 working hour which is help to interact with
all those user and customers to are tried to reach out websites of company. This process and
hiring is providing effective benefit which is expanding business at global level. For expanding
global level here is important to hire employee from different working culture and cities help to
understand all types’ culture customers in effective manner.
Landing pages and exit pages:
Landing page is the first page where people reach out first in proper which is give first
and positive impression on customers. This plays an important role within the business and this
creates some types of business and web pages for business to getting things in effective manner.
the main role of landing page is to attracting more customer with higher attraction towards
business by offering best selling services and products to customers in effective manner. most of
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the time this help to convert negative interest of customers within the positive interest (Saura,
Palos-Sánchez and Cerdá Suárez, 2017). At that, company disclose each and every detail of
product and services to customers for satisfying their needs and wants with those using products.
Here, is mention recommendation for company for retaining interest of customers through
landing page by using proper format with effective presentation of company products and
services. This help to customer for getting proper and correct knowledge about products and
increase interest of customer.
On the other side, exit page is also that where customer tries to leave from page but that
is help to grow market for longer way. This increase business through stopped person to go at
exit page without knowing additional discount which is offers by company to customer (Visual
Merchandising Techniques to Increase Sales, 2018). That is making sense for customers thinks
about purchasing the product through company with additional discounts. With the help of this
company able to increase their sales in effective manner. on the another side, company can use
email process where that can give messages related to new offers which are launches by
company in proper and effective. This is also the effective way company able to attract more
customers for increasing sales in effective manner.
Marketing channels:
Selecting best marketing channels are very crucial role for company because users refers
ample number of sites to reach out their needs and required products. Marketing channel is
important for company because this add various values in their existing and upcoming products
and services which are offers by company at larger scale. There are two types of marketing
selling such as direct and indirect selling. In respect of direct selling, products are directly offers
to customer without playing role of any intermediary for selling product through by channels.
With the help of this, company is single responsible for getting and enjoying higher profits by
getting various benefits from customers (Sun, Lachansk and Fabozzi, 2016). in that case, most of
the time company have to follow and bear most expenses for dealing and paying labour cost to
worker. That is very risky because in that have more chances to damage product during
transportation. This channel can create more benefits for business which is higher attraction level
of customers by designing well and effective goods and services by fulfilling their needs and
wants.
E-commerce performance:
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E-commerce performance is another important aspect which is creates more effectiveness
for the business in order to retain higher attraction of customers. This is completely agreed with
KPI through that business increase their sales and sustaining business within the market for
longer duration of time. In terms of this, it indicate trafficking occurs in the websites by using
major factors those are provide higher result for increasing sales and growth of business. Here, is
recommendation for company to keep records and tract customers segments for knowing
continuous interest of customers. on the other side, performance which can be reflect about
adopting conversation rate which is undertaken to converting visitors into customers (Wang and
et.al., 2016). This company examine taste and preference of customers within emerging trends.
This may gives impact on the business also lies in respect of bounce rate which is raised through
exit the company sites without purchasing any products.
Thus, those issues are generated by sending email or any messages which are related with
product and services. In respect in manner, KPI is indicated in order to increasing interest of
customers by fulfilling needs and wants. This creates best and effective planning which is
making changes in their working style and this can help to achieve target goals in better way.
This is providing motivation which is provided by leaders and managers through creative and
innovative ideas for work.
CONCLUSION
From the above research, it had been concluded that the marketing metrics which is
undertaken by the marketing team to collect complete effective information within the market.
This report included various digital marketing strategies for retain interest of customers by
providing accurate products and services in effective manner. in this report also discussed upon
different standards of higher performance for increasing sales of company. This helped to
increase sales and revenue of company. Social listening for increasing merchandise sales within
the business. On another side, customer sentiments, engagements and also content helped for
understanding views and ideas of customers with products and services. For gathering data and
source through Google report present actual information about marketing research in respective
and effective manner. At the end of report, had been includes some of the recommendations for
company in order to increasing sales with modifying in their working style.
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