Marketing Research Report: Google Analytics System at Marks & Spencer

This report examines the application and benefits of the Google Analytics system for marketing research, specifically focusing on Marks & Spencer. The introduction highlights the importance of marketing research in understanding customer preferences and the role of Google Analytics in providing website statistics and analysis. The report details how Google Analytics helps Marks & Spencer by providing visitor information, reviewing historical data to identify trends, detecting problems on the website, and analyzing social media performance. It emphasizes the system's ability to track visitor behavior, improve website engagement, and optimize marketing campaigns. The conclusion reiterates the value of Google Analytics as an essential tool for businesses to track website performance, understand customer behavior, and make data-driven decisions to enhance marketing effectiveness. The report is supported by relevant references from books, journals and online sources.

MARKETING
RESEARCH

Table of Contents
INTRODUCTION ..........................................................................................................................1
Benefits from using Google Analytics System to Marks & Spencer...........................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
Books and Journals......................................................................................................................4

INTRODUCTION
Marketing research is a process which helps in collecting information related to the
customers demands, taste and preferences which are useful for marketers. Google Analytics
System is an online analysis application website which provides the required statistics as well as
analysis of its use with various visitors (Google analytics, 2019). For the analysis of such system,
Marks & Spencer is selected. This report includes the benefits of Google analytics system at
Marks & Spencer which helps in boosting organizational efficiency as well as performances.
Benefits from using Google Analytics System to Marks & Spencer
Google Analytics System is an online analysis tool or service which helps in tracking as
well as provide the reports which are offered by Google. It provides services for the purpose of
Search Engine Optimisation along with serving marketing purposes. Such tool helps in
processing and sharing the required data quickly with the help of useful reports to determine the
new as well as existing visitors. It includes various data visualization tools which helps in
displaying the changes of data with the change in time period. Such system provides custom
reports by trailing various visitors and tracking the performance of different market campaigns. It
benefits any business entity to understand as well as analyse its web pages and visitors
perceptions towards the organizational pages, products as well as services in different time
period. Such system plays importance role in handling various traffic sources on social media
platforms along with detecting the problems associated with the web sources. Marks & Spencer
was established by Michael Marks and Thomas Spencer in year 1884 and located at
Westminster, London, United Kingdom. The selected organisation uses such system to track its
visitors and monitor the performances of its campaigns which helps in increasing efficiency and
boost the employees performance by analysing the statistics. Various benefits from using the
system in the selected organisation are as follows:
Provides information about various visitors: Google Analytics System helps distinct
firms to create random, unique ID which includes user's browser cookies and codes. Each time
any user or visitor visits the website, the code tracks their visits and helps in preparing reports.
Such browser cookies provides detailed information related to its visitors who visited the website
related to the location from where the visitors access the website (Leung, Xue, and Bai, 2015). It
helps in processing and sharing the required data quickly easy approaches as well as shareable
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reports by determining the new as well as existing visitors. Such system benefits Marks &
Spencer to track its data and to make any modifications or improvement in their view page to
attract as well as engage the new visitors and retaining the old ones.
Review historical data: Such tool helps in displaying the behaviour of its visitors which
changes with the passage of time period. It displays all the past and recent trends which evolves
from certain time frames. It helps the managers of Marks & Spencer to understand and analyse
the web page or services to collect the interest reports of large proportion of people at specific
point of time with easy access information from distinct solutions while working in online web
tools which saves time as well as enhances the efficiency. It provides e mail reports, mobile
statistics, revenue tracking to increase the effectiveness for online presence. The time period may
includes daily, weekly, monthly or yearly basis (Evans, 2016).
Detecting problems: The Analytics System helps in identifying goals and objectives but
at the same time detects various problems associated with the online performances. Such online
tool helps in detecting various problems at initial stage or as and when they becomes the hurdles
for the organisations to perform various tasks. There are various Google Analytics interfaces to
provide frequent applications for observations and detections of the uncertain situations. These
acts as the endless sources to help in finding out the problems and taking corrective actions to
maintain the efficiency and productivity of the firms. Marks & Spencer managers with the help
of such system achieves success in finding the deviations and eliminating those hurdles which
improves its functioning and removing symptoms.
Social analytics: Google Analytics system easily helps in identifying various social
media platforms which helps in targetting maximum traffic on various web pages. There are
various conversions that are originated directly from social traffic sources which social media
helps with the selected online tool. Such conversions helps in increasing the visitors which have
links on such media sources. Social traffics may be paid or depends on various marketing
campaigns on social media podium. Google analytics is the corrective online tool which helps in
handling the traffic sources of Marks & Spencer website which benefits by making comparisons
as well as combinations to discover various web pages to make the marketing campaigns
effective and monitoring the social media performances (Babin, and Zikmund, 2015).
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CONCLUSION
From the above report it has been concluded that Google Analytics System is an essential
online tool which benefits various organisations to track and prepare various reports which
provides detailed statistics along with analysis of its use with various visitors and Marks &
Spencer is one of them. Such system helps all types of businesses in distinct areas. The system
also benefits by understanding as well as analysing the web page to track and collect the interest
reports of large proportion of people at specific point of time while working in online web tools
which saves time as well as enhances the efficiency. with the help of such system, the selected
entity achieves success in finding the deviations and eliminating those hurdles by formulating
along with implementing various strategies which improves its functioning and removing
hurdles. It also acts as corrective online tool which benefits in handling the traffic sources to find
comparisons as well as combinations for discovering various web pages to make the marketing
campaigns effective and monitoring the social media performances.
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REFERENCES
Books and Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Evans, W. D., 2016. Social marketing research for global public health: methods and
technologies. Oxford University Press.
Leung, X. Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism:
a review and journal preferences. International Journal of Contemporary Hospitality
Management. 27(7). pp.1556-1572.
Online
Google analytics, 2019 [Online]. Available Through:
<https://www.optimizesmart.com/understanding-channels-in-google-analytics/>
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