Marketing Metrics, UX Analysis of Google Merchandise Store

This report provides a comprehensive analysis of the Google Merchandise Store's marketing metrics, focusing on user experience (UX), social listening, and Google Analytics. It compares the UX of Google, Amazon, and Apple's merchandise stores using Garrett’s UX Model, examining strategy, scope, structure, skeleton, and surface elements. The report includes an accessibility analysis, social media engagement metrics, qualitative sentiment analysis of social media comments, and an overview of a Google Data Studio Report Dashboard. Recommendations are offered to improve Google's marketing strategies, including customer segmentation, marketing channel optimization, user behavior analysis, and advertisement budget allocation. The analysis aims to identify areas for improvement in Google's marketing efforts to enhance customer attraction and retention.

MARKETING METRICS
AND ANALYSIS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Accessibility and UX -1...................................................................................................................3
Comparison between the User experience of Google and Amazon and apple...........................3
USER EXPERIENCE......................................................................................................................4
Accessibility analysis of Google merchandise retailer and amazon and apple...........................9
SOCIAL LISTENING...................................................................................................................10
Social media engagement..........................................................................................................10
Qualitative analysis...................................................................................................................13
Sentiment analysis of social media comments..........................................................................13
Google Analytics.......................................................................................................................14
The form of a Google Data Studio Report Dashboard..............................................................17
RECOMMENDATION.................................................................................................................19
CONCLUSION..............................................................................................................................21
REFERENCES................................................................................................................................1
INTRODUCTION
Marketing metrics is quantifiable method that is used to track overall performance and
outcome of marketing strategies, effectiveness of campaign etc. It helps company in

understanding whether it has make the best use of marketing strategies or not, key areas that
need to be improved for growth and expansion of business. In another words, it helps in
analysing outcome of marketing strategies used by firm to attract and retained customers for its
overall benefits. In this report, key information related to google merchandise store and Amazon
is compared in order to understand the manner in which company is able to attract more and
more customers in the firm. Likewise, it has carry out accessibility and UX analysis of two main
competitors, furthermore conduct social listening. Such as contain detailed of social media
engagement, most popular social networks, sentiments and type of content used to attract
customers. Qualitative method has been used to get in-depth in sight related to sentiment analysis
of social media comment in context of Google merchandize Store. Finally, at the last of the
report it has consisted of recommendation related to the way areas of marketing can be improved
by Google such as customer’s segmentation, marketing channels, user behaviour and allocation
of advertisement budget and many more.
Accessibility and UX -1
Comparison between the User experience of Google and Amazon and apple
Customers or users are most important for any organization as they are the individuals that
make use of specific services to fulfill their respective desire. Company lay more and more
emphasis to enhance the user experience with an motivate to enjoy high profit margin and
market share in future scenario. In order to compare the user experience of two top player such
as google, Amazon and Apple in Merchandise Store, User experience model is used. It is a
model that address both different contents and perspective likewise, creativity, communication,
simplification, collaboration and gap (Astuti And et.al., 2019). Furthermore, it contributes in
gaining knowledge related to what users are doing on its websites, their actual behavior, who
long they have been engaged and the way company can improve the conversion with its
customers. Therefore, it helps in planning better e-marketing strategies that could be used by
the firm to have more and more customers and enjoy high profitability. So, through making use
of the model in-depth analysis related to user experience of both can be done such as:
USER EXPERIENCE
Garrett’s UX Model
Strategy & Scope: Identification of the main customer needs of overall company

objectives in order to make it easier to deduce the UX Factors that need to be
analysed.
User Needs:
 To search different merchandise products as per the needs and demand of customer.
 To get access of all different features of products and prices associated with each
merchandise item.
 To get access of all different pictures associated with the product segment offer at
the Google Merchandise Store.
 The information related to the prices of all different merchandise products also
must be presented over the website.
 Information about the delivery of the product.
 The information about the process follow at the time of delivery.
Site Objectives:
 Offer all different types of products in the way user of the site is aiming to get
access the whole information as per the needs and demands.
 Make information presentable.
 Improve the user friendliness of the website and application.
 Buzz free application get accessible over all the platforms (desktop, mobile, tablet).
Structure: Analysing the essential elements of the website using the 4D interaction
design theory (Siang, 2019).
Factor: Comment:
1D Words: Usage meaningful and
understandable words that make feasible for
the customer base (especially for CTAs,
Menus etc.) so that information make more
user friendly.
The content available over clear and simple
in respect to the main
Components over the website (include menu
and call-to-action buttons). Website will use
short phrases and clear words that can make
information more relatable (e.g. “Store”,
“own store” “Shop now”). The attractive
words make the information look more
attractive to the user base.
Usage of the attractive words make the
whole information look presentable for the
customer base. The word that can create
more popularity over the website are

targeted by the organisation.
2D Visual:
Pictures will attach about the all different
merchandise products offer by the company.
In order to make information attractive for
the user base images will create a popularity
with support of presentable pictures and
images. Graphics will also insert to make
the information visually more attractive.
3D Physical Objects & Space:
The website can easily get access over
computer, desktop, mobile, tablets and such
like devices. All these devices can easily get
access of all different features available over
the company website. In the mobile phone
the application can also installed over play
store, apple store and such like stores over
internet.
4D Time:
Themes are also used to create a popularity
in the customer base. Themes like “make
shopping easy” or other such themes like
“end of reason sale” such like themes are
also used over the website.
Skeleton: Analysing the functionality of the website as a whole considering various
factors and relations between the components.
The following tool from Google may help with your analysis:
https://growmystore.thinkwithgoogle.com/intl/en_uk
Factor: Comment:
Information Design The information will be designed in a more
presentable manner. The tools like graphics,
poster will make information look more

presentable in nature. Use of bold and italic
and underline quotes will improve the use of
the information.
Interface Design:
Different interface will be designed so that
information can become more attractive.
This will further involve graphic designing
and such like tools and features to improve
the design of the information.
Navigation Design: .
The all trendy and demanding products will
be featured at the top of the website. The
design of the website and application is such
a way that it put all the most features or
searched products at top of the website.
Surface: Analysing the final impression of the website.
Factor: Comment:
Visual Design:
The visual design is more like female
oriented customer base. As the majority of
the customer base is female that allow the
company top visualise all information as per
the preference and beliefs of the female
customer base.
Website Layout:
The layout of the website is structured in
such manner that female customer base gets
used too easily with the products. The
layout of the application is designed in such
a way that all different products are
segregated into different sub headings and
headings. The use of catchy tagline will also
be discussed over the application.
Accessibility: Analysing the limitations of the website when considering people with
disabilities.

Factor: Comment:
Accessibility:
Company target its customer base over the
digital platforms and mobile devices. The
eligibility of the device over mobile phone
application and desktop improved the
accessibility of the Google Merchandise
Store.
 Creativity: The Google merchandise Store is more creative and innovative that helps in
attracting more and more customers or people to be part of it. The company have
objective to add 40000 new customers every financial year so in order to achieve the set
goals it focus on making the website more creativity and innovative. Likewise, it has
provided all crucial information about the company and its products on the official
website that has helped customers in taking right decision (Bradford and Boyd, 2020).
Such as it contain information of all products ranging from adult to kid clothes to
accessories i.,e mug, lip balm and lamp that helps in making aware customers about
products in which company deals so that they can purchase to satisfied their wants in
effective way. Furthermore, it has retained creative team, individuals that have skills,
qualification as well as capabilities to make more creative content, add relevant image
and other special feature on the website (Suher and Hoyer, 2020). So, that customers can
be attracted as well as engaged in the google merchandise store for satisfying their
respective requirements. In addition to this it is global merchandise store that emphasis
on creativity, innovative and environmentally conscious sourcing for yielding optimum
outcome. It has make best use of available innovative and creative technology that can
helps in providing seamless experience to the customers and enhancing brand image. On
the other hand, Amazon have only 54% market share of products search while Google is
popular search engine as it is used by maximum number of people. So amazon has also
focus on making more creative content as google so that more customers can be easily
attracted. On the other side Apple Company is also not as strong as Google Merchandise
Store when it comes to exploring search engines.

 Communication: Marketing campaign of the Google mercenary store usage simple
language that the customer can easily get influenced against the marketing campaign of
organisation. The feature of the marketing activities conducted by the company tend to
utilise the easy and convince language that can support the overall growth of the
company in the respective target market. Communication become the key as it allows the
campaign to interact with the potential customer in the market. Language is an important
characteristic associated with the marketing activity entertained by the organisation (Li
and et.al., 2018). The role of communication become essential in the marketing activity
entertained by company as it direct the growth of the promotional activities entertained
by the organisation. The significance of the marketing activity belongs over the
fundamental and factors like how effectively the promotion activity of company
communicate with its target customer base of the organisation. The feature of the
promotional activity allows the Google Merchandise store favour the business
organisation to effectively communicate with all class and category of customer base.
The entire campaign is design in such manner that it gets to sale its products to all
different customer base associated with the respective target market. This is also
indicated as the feature associated with the marketing and promotional activity conducted
by the company. The one limitation associated with the marketing activity is that it is not
diversified as compare to other companies such as Amazon and other such organisations.
The Apple Company also try to focus over multiple market area that make the campaign
more diversified of the Apple Company.
 Simplification: Simplification is an important requirement associated with the marketing
activity conducted by companies. The language used in the promotional campaign must
be simple so that customers can easily get connected with the promotional activities
entertain by the organisation. This is a fundamental requirement of the company that it
focuses over the simple and attractive language. The advantage of this is that organisation
get to connect easily with the potential customers in the market (Salem and Salem, 2021).
The limitation of the campaign of the Google Merchandise Store is that many times due
to the standard of the company the campaign become very sophisticated as compare to
other application like Amazon and Apple. This restricts the company in establishing a
more attractive image of its brand in front of the target customers. IN the current time

customers always prefer to have attractive tagine that can easily get memorized. The
tagine used by the company are also complicated that could not favour the company to
expand its growth with support of the marketing and promotional activities conducted by
company.
 Collaboration: It can be stated that there is more clarity about the roles and
responsibility that need to be performed by each and every team member in the google
merchandise stores as compared to Amazon. As there are many conflict or difference
between people that are working in Amazon that create hindrance in effective
achievement of goals. Similarly, in google merchandise there are some issue between the
team but the manager tries to overcome the same so that better content can be post to
attract and retain customers (Wan and Palaniappan, 2020). The Google merchandise has
lay emphasis on having talented and skilled employees that can easily execute more
creative content. On the other side Apple Company utilise the strategies also effectively
by approaching to all football players and other sports professional.
 Gaps: Both Google merchandise and amazon has effectively adapted to the new
technology in order to offer services to customers at multiple touch points The gap
between the design process is that the advertisement of Amazon can only be reach by
customers of Amazon company only while google merchandise store have feature that it
can be easily reach to range of customers across relevant google properties. Likewise,
recently, the company have make change related to its image search engine without
posting official statement that has resulted in getting rid of “safe search”. So, the
limitation or gap is the users has to make use of more specific search terms in order to
find whatever they want. On the other hand, Apple Company has also tried to fill the gap
by introducing new features like product search, filter and such like features.
Accessibility analysis of Google merchandise retailer and amazon and apple
In terms of accessibility both google merchandize and amazon can be compared as it
helps in understand the way people are able to effectively access the information present in the
website. Thereby take right decision to have products and services of specific company in order
to fulfil their respective desire. Such as the google shopping decide when the product needs to be
appear in the search results i.,e it only make use of product description, category as well as title
to display the advertisement. On the contrary note, the Amazon make use of different types of

advertisement to reach the shoppers thus it contributes in reaching the target audience and
attainment of end goals (RETNANI, 2021). Google also offer shopping access to range of
people or have access in more than 35 countries, while the amazon has only selected 10 country
for its advertisement. At the same time, it has been identified that google shopping has helped in
increasing the brand awareness and brand visibility. On the other hand, Amazon sponsored brand
that contain key information such as the firm name and tiny font so it prefers that company
incorporate the brand name in product title. Apple company also utilises different features that
can be projected in the following points.
SOCIAL LISTENING
Social media engagement
SOCIAL NETWORKS
Social media is one of the most popular platform that contribute in attracting range of
user or customer’s within company so that it can enjoy high profitability and market share.

There are range of social networks that has been used by the Google merchandise stores to have
customer’s such as it has make use of Facebook, twitter, instragram and messenger by google.
All these social network has contributed in building strong relationship with customers as they
are informed about the products and services in which firm deals so that they can take decision to
purchase to satisfied their wants. Most of the younger generation spend a lot of time on different
social media platform to have fun and entertainment thus Google by making use of the network
is able to have strong relationship with them and easily achieve the goals. In comparison with the
Amazon, the company have its own instragram like social feed which is known as “Amazon
Spark” (Omarov, Tikhaya and Lyashenko, 2019). The company has not exceeding well on
mainstream such as twitter, Facebook. So Spark is collection of photo, stories and post of the
customer’s so that other can be influence to have its services or product to fulfil their respective
desire. The social media engagement of apple company is more based on facebook and insagram.
SENTIMENT
The sentiments that user have while making use of google merchandise stores is positive
as they always get what they want to search or get products. Thus, it helps them in easily
accessing or having the services as per their wants in minimum time frame possible. While there
are some trouble that users have to face while making use of Amazon as lot of time needs to be
invested to search the desire thing. The sentiment of Apple company is also attached with the
upper class economic background customer base.

ENGAGEMENT
There are number of people that are engaged in Google merchandise as compared to
Amazon as it provide more relevant search that helps users in easily getting what they actually
require. Furthermore, creative and innovative content has been present in the website that
contribute in attracting customer’s or users to gathered sufficient detailed pertaining to the
company. On the other hand, Amazon has only 56% of engagement of users that acts as
drawback that is around 150.6 million people are accessing the Amazon. Apple company has
58% engagement in its customer base.

CONTENT TYPES
There are different types of content that are present in both google merchandise store such
as Blog, video, e books and many others (Misirlis and Vlachopoulou, 2018). While Amazon
present content enhance brand content, more creative and innovative so that customer’s can be
informed and attracted. Whereas apple company content is also diversified in nature.
Qualitative analysis
Sentiment analysis of social media comments
There are various positive social media comment on different platform related to google
merchandise stores that helps in enhancing its brand image. Customers are very happy and
satisfied by its services as it is easily accessible to people in minimum time possible. Thus they
are not frustrated and irritated. Google merchandise retail store is an e-commerce sites that helps
in selling the google branded merchandise which have range of products for adults, kids ranging
from lava lamps. Customer’s has put comment that because of their quick and better services
they prefer Google merchandise as compared to Amazon. At the same time there are few
customers that does not like the services of Google so it needs to make changes in order to
sustain (Uzma, 2018). While, in context of Amazon, the people have commented that it helps in
providing flexible solution or effectively reaching their set goals. Furthermore, it has make use of

specific keywords and product targeting which has helped it in reaching the right shopper at right
place and time. At last the customer’s have commented that the sponsor has contributed in
engaging the audience, generating awareness and customer’s base. Despite of all these
advantages, there are certain areas in which company face challenge that is it not able to easily
provided the keywords so that they can reach to their goals. Therefore, facts helps in conducting
the qualitative analysis related to sentiment analysis of social media comments.
Google Analytics
Divice
Real time

SEO Performance
Ecommerce

Self performance dashboard

Audience snapshot
The form of a Google Data Studio Report Dashboard
The data clearly demonstrate the fact that the Google Merchandise Stores could engage
approximately 13138 people over its website. Out of which 11110 were the new customer base
that probably came across the website for the very first time. The revenue of the company is
witnessed as 30523.26. The data clearly shown the fact that ecommerce conversion rate of the
company is 3.02%. The data and figures clearly showing the fact that only the 21.5% of the
customer base or visitors are coming back to the company website and the remaining people are
not being constant when it comes to exploring back the website. The product revenue percentage
clearly indicate that every product offers at the store contain a different demand in the respective
target market. The total transactions reported are 470 in number which contain a daily basis of
sales revenue of 64.94. The majority of the customer visit the application of the Google
Merchandise Stores belong to the 25 to 34 years of age group which is clearly showing that
adults prefer to experience the products of company. The least demand is registered in the
customer base beyond the age group of 65 years. The figures on the other hand further

demonstrating the fact that 57.1% of the customer base is female and the rest of the customers
are male.
Engagement of the application is witnessed as 65.5% is entertained over the desktop,
32.8% in on mobile phone and the remaining number of engagement is witnessed through
tablets. The data on the other had is also showing the facts that in context to the mobile devices
46.6% of the visitors own Apple iPhone. This denote the fact that majority of customer base
belong to the upper class economic background of the customer segment. The data indicate the
fact that the most of the customer base belong to the organsiation are associated with the upper
class economic background and the customer is female by gender which denote about the
demand of the company product. Traffic over the paid search is major in context to the cheap
men’s clothing line as the traffic is approximately 5.97% in number. Least traffic is entertained
over cloths for men and discount graphic where the traffic is approximately 2.24%. The overall
performance record indicates the fact that Google Black Cloud Tee hold the most of performance
over the website of company that is 4.92%. The least of the performance is in the favor of the
Google Camp Mug Gray that is 2.08%.
Shopping behavior analysis of the company is identified the fact that Total number of
sessions are 15545 out of which sessions that own product views are 3008. This is denoting the
fact that less than 20% of the visitors come over the website of company actually look forward to
the product line. The respect of the visitors is not exploring products which further reduced the
sales possibility of the organsiation. This is indicating the fact that website of company may
contain major issues in context to lack of attractive features, unattractive product line, buffering
related issue or any other major issue that could not sustain customer base over the website of
Google Merchandise Stores. The engagement of the e-commerce customer base is majorly for
the 10 seconds. The least engagement of the customer is for the 1801 and more seconds. This
denote the fact that majority of customers are only sustaining over the website of company only
for less than 10 seconds. This is not a good sign for the company as the overall sales of company
can only be improved if the website gets to sustain customers or visitors for more duration of
time.
United States is a territory contain most number of customer base. The other countries
such as India, China are also attracting to the visitors over the website of company. The major
demand of the company is only in the United states. The probable reason behind is the prices

offer by the company. The income base is more in United States that also allow the customers to
afford the different products offer by the company. The affinity category on the other side
indicating the fact that shoppers and value shoppers are 4.19% belong to the rich category.
Market segment of the company majorly target to the employment segment. Other category
holds art and entertainment.
The above projected data and information is indicating the fact that the Google
Merchandise Stores is capable to attract the customer base that are employment in category and
also to the female customers. There are many areas where company can improve its practices
like make more unisex campaigns so that both types of customer category get attracted towards
buying company products. This is essential for the organization to attract every single customer
base with its campaigning and promotional activities. Company also have some issue when it
comes to accessing with the mobile devices that cost to more data and buffer like issues. The
majority of the access company get is on the desktop. This is essential for the company to
improve traffic over the mobile devices this will certainly favor the company to attract more
number of actual customers over the application of company. The popularity of the company is
also major only in United States but other region can also get attracted by the company with
support of effective marketing campaign. India hold a huge market of merchandise that can be
attracted by the company with the effective marketing campaign. The product portfolio of
company is also very limited. As the google hold a premium brand value that restrict the
company for diversifying the product line along with marketing and promotional activities. This
is essential for the organization to make campaign more diversified so that more number of
active customers could been attracted by the company.
RECOMMENDATION
From the above analysis, it can be stated that there are various areas on which Google
merchandise store needs to work so that it can enjoy more benefits. It has already been one of the
popular search engine but through overcome its short come or weakness, it can achieve more
results. Therefore, various suggestion that can be adapted by the google merchandise store on
different matters are discussed as follows:
 Customer segment: The google merchandise needs to focus more on demographical
segmentation as it helps in classifying group of individuals on the basis of their age,
gender, caste, income and many other bases. Likewise, through this particular segment

method, company will able to understand the people that are belong to specific group are
more interested such as it has been identified that men between the age group of 25-34
are more interest to make use of new technology and have entertainment (Nissen and
Francis-Cummings, 2019). Moreover, the Google merchandise can also classified on the
basis of taste and preference of people as it will helps in providing more personalised and
better services to customer’s. In another words, finding alternative method that could be
used by google to attract the users.
 User behaviour: Understanding the target audience behaviour is also important for the
Google Merchandize Store as it helps in getting information about the things that are
prefer by people. So, in order to understand the user behaviour, it needs to collect
information such as like, dislike, comment, sentiment influence and other information of
people to analysis and find out which type of behaviour they have in order to formulate a
effective strategy. In addition to this the google merchandise can also make use of survey,
preparing questionnaire or taking feedback from the users related to what they feel about
the services. All these will contribute in understanding the user behaviour in effective
manner (Doosti, Lee and Tan, 2019)
 Search engine ranking positions: It is suggested that the Google merchandise to
improve its search engine ranking position needs to put efforts to understand about the
online customers, then prepare keywords that can help customers in easily reaching the
website. Furthermore, it needs to research the page content more often by adding more
innovative, creative and useful information about products and services. In addition to
this google merchandise also must have link- worthy sites or webpage which is rich,
unbiased, and provide all type of information to the visitors (Kumaran, 2018). Making
use of alt tag also contribute in allocating the search engine to easily locate the page. At
last it can be suggested that meta description tag can also use as it great opportunity to
tell customers what exactly contain on the page of firm.
 E-Commerce performance: Google merchandise can make use of add live chatting
system or chatbots as it is excellent tool that allows customers to easily express or share
their concerns, ask any type of queries and get necessary recommendation in their
shopping journey. This system will also help google in providing 24 hour customer’s
support services, better insight related to their respective behaviour, drive online sales

and many more. Moreover, the google in order to improve its e- commerce performance
needs to identified new and innovative ways that can be used to optimise the user
experience. Likewise, it can make use of omnichannl retail business that helps in
enhancing shopping experience and effectively getting the customer’s feedback (Gaumer,
Shaffer and Knipple, 2019). Therefore, all these are different method that could be used
by Google to enhance its e-commerce platform and achieve the set objectives.
 Marketing channels: Google is already making use of different marketing channel to
connect and retained relationship with range of customer’s for longer time frame. The
first and foremost thing that need to be implemented by the Google to improve its
marketing channels is promoting the smooth flow of information. So that information can
be easily reach to range of customer’s in limited time possible for their better decision-
making. It should also lay emphasis on measuring the channel or its overall performance
as it helps in finding alternative method that could be used to improve the channel and
enhance customer’s experience (Wang and et.al., 2020).
CONCLUSION
From the above report it can be concluded that Google merchandise retailer is one of well
know or mostly used e-commerce platform by user to satisfied their respective wants. It has give
importance to innovation and creativity in its websites with an motivate to enhance customer’s
satisfaction to maximum extend. Furthermore, it has helped in understanding that Amazon is
competitors of google merchandise retailer that has also make use of different social media
platform, marketing channel and strategies to provide services to customer’s. At last, it can be
concluded that Google merchandize by applying the above suggested recommendation can
improve its user segmentation, marketing channels, e-commerce performance, search engine
optimization and many more for benefits of firm.

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