CompanyOne Case Study: Analyzing User Data and Revenue with Analytics

This assignment solution analyzes CompanyOne's website user data using Google Analytics. The analysis covers several key areas, including active users over 1, 7, 14, and 28-day periods, comparing data from December 2018 to December 2017 to assess marketing effectiveness and identify trends. The solution examines user demographics, including age and gender, to understand user behavior and engagement. It also explores revenue generation by age group, conversion and revenue rates across different affinity categories, and strategies for converting non-converters. The solution provides specific data points, observations, and conclusions based on the provided Google Analytics data, including session duration and bounce rates, offering insights into user behavior and website performance.

Analysis
Directions: Please use this document to answer the questions sent by Ying. Where indicated by the placeholder, include
one or more screenshots of the relevant Google Analytics page to support your answers. If you need help with creating
screenshots, review these instructions on capturing screenshots for your Microsoft, Apple, or Android system.
Question 1—Active Users: Overall Numbers
Active users
1-day: 1 day user for 31st December, 2018 was 855
7-day: 7 day user from 25th December to 31st December,2018 was 59491
14-day: 14 day user from 18th December to 31st December, 2018 was 320582
28-day: 28 day user from 4th december to 31st december, 2018 was 1490913
Question 2—Active Users: Was Marketing Effective?
2018:

2017:

<The one day active user was less in the december 2018 and the number if unique active users in the 2017 was much higher
in the period of december, 2017. The number of 1 day active user has been decreased. As seen in the screenshot, the ratio
of 1 day active user has been decreased. The ratio was 1482 in the december 2017 but the ratio in december 2018 was 855
which is a bit less.>

Question 3—Active Users: Any Improvement?
2017:
2018:

As seen on the graph, the rate for 1 day, 7 days, 14 days, 28 days was much higher in december 2017 than the month of
december 2018.
Question 4—Active Users: Demographics
2018:

2017:

<The younger user (18-24 and 25-34) was 23469 in december 2017 and was 15313 in december 2018. It can be concluded
that the rate of younger user has been d creased.>

Question 5—Active Users: Gender
2017:
2018:

<The aim of companyone is to attack more number of woman users. Though the number of woman user was always higher
than the male users for both the years 2017 and 2018. But the number of female user has been decreased. The number of
female user was 28698 in december 2017 but the number id bit less in december 2018 that is 17155.>
Question 6—User Difference by Gender
2018:

2017:

<The company one fails to attract more female customers as compared the report of december 2017 with the report of
december 2018. And also the number of male user has been decreased in december 2018 compared to 2017 december >
Question 7—Highest New Users by Gender
2017:

2018: