Marketing Metrics and Analysis Report for Google Merchandise Store

This report provides a detailed analysis of the marketing metrics and user experience (UX) of the Google Merchandise Store. It begins with an introduction emphasizing the importance of marketing reviews for understanding customer behavior and website performance. The report then delves into the accessibility and UX of the Google Merchandise Store, comparing it with competitors like Amazon, evaluating factors such as search functionality, website page size, and mobile-friendliness. A key component of the report is the social listening review, which examines customer interactions and sentiments on social media, highlighting positive and negative feedback and the influence of influencers. The report includes a quantitative review of the store's e-commerce performance, analyzing revenue, session time, product cart-to-detail rates, and the sources of website traffic. Recommendations for the next year are provided, focusing on improvements in customer segmentation, user behavior analysis, advertising budget allocation, and e-commerce strategies. The report emphasizes the need for continuous improvement in marketing operations, including the use of technology to gather customer data and the importance of effective advertising to attract customers and generate revenue.

Marketing metrics and analysis
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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
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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.
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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.
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Dashboard

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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
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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