Marketing Metrics and Analysis Report - Google Merchandise Store

This report provides a comprehensive analysis of marketing metrics, UX analysis, and accessibility within the merchandise industry, focusing on the Google Merchandise Store and its competitors, Tesco and M&S. It explores UX analysis and accessibility, social listening, sentiment analysis, and social media engagement. The report examines how these elements contribute to brand image, customer engagement, and sales. The study also delves into qualitative reviews and the importance of targeting the right audience and storytelling in digital marketing. Furthermore, it uses Google data to analyze the strategic digital marketing perspectives and offers suggestions for improvement. The report highlights the significance of marketing metrics in evaluating advertising effectiveness and improving 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:
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