Google Analytics

MBA 640 Project 3Memo from Ying – Page 1 | 4
Question 1
Company One wants an overview of the website activity of its users. Provide insights on
CompanyOne’s audience for the third quarter in 2021 (3Q2021). Describe insights regarding the
number of users, new users, sessions, number of sessions per user, pageviews, pages/session,
average session duration, bounce rate, user demographic data (language, country & city),
desktop browsers & operating systems data, and mobile operating systems & screen resolution
data during this timeframe. Provide screenshots to support your analysis.
Question 2a
Find the number of active users (1 Day, 7 Day, 14 Day, and 28 Day) during October 2021.
Calculate the ratio of 1 Day Active Users to 28 Day Active Users, expressed as a percentage.
Typically, this ratio is considered a measure of your website’s “stickiness” or retention of users.
It should be 10% or higher for sites where content is refreshed daily, like news sites, or where
the site derives its revenue primarily from advertising. The ratio could be a lot higher for social
sites like Facebook and WhatsApp (> 50%). For Ecommerce sites like CompanyOne, where
usage is less frequent but of higher monetary value, the ratio is typically lower than 10%.
Also, compare the graphs for 1 Day Active Users to 28 Day Active Users. What conclusions can
you derive? Please provide a screenshot to support your analysis.
Note: Active Users refer to the number of users who visited the CompanyOne website within
the last 1, 7, 14, or 28 days looking back from the last day of the period, which in this case is
October 31, 2021.
The metrics in the report are relative to the last day in the date range. For example, given that
your date range is October 1 to October 31:
1 Day Active Users: the number of unique users who initiated sessions on your site or app on
October 31 (the last day of your date range).
7 Day Active Users: the number of unique users who initiated sessions on your site or app from
October 25 through October 31 (the last 7 days of your date range).
14 Day Active Users: the number of unique users who initiated sessions on your site or app
from October 18 through October 31 (the last 14 days of your date range).
28 Day Active Users: the number of unique users who initiated sessions on your site or app
from October 4 through October 31 (the entire 28 days of your date range).
MBA 640 Project 3Memo from Ying – Page 2 | 4
Question 2b
Plot graphs of 1 Day Active Users for the third quarter in 2021 and the third quarter in 2020.
Compare the number of active users for both periods from the two plots. What do you
conclude about the change in marketing effectiveness, if any, from the third quarter in 2020
and the third quarter of 2021? Please provide a screenshot to support your analysis.
Question 3
Compare the Bounce Rate for the third quarter in 2021 and the third quarter in 2020. What do
you conclude? Similarly, compare Pageviews for the third quarter in 2021 and the third quarter
in 2020. Please provide screenshots to support your analysis.
Question 4
CompanyOne wants to focus on younger users (18-24 and 25-34) who shopped during the first
six months of 2021. Has the share of younger users changed from the first six months in 2020?
How about changes in the proportions of older users during the same period? Please provide
screenshots to support your answer.
Question 5
What about gender? CompanyOne’s objective was to attract a larger proportion of female
visitors to their online store during the first six months of 2021 compared to the same period in
2020. Was that objective met? Please provide a screenshot to support your answer.
Question 6
CompanyOne has invested in a targeted marketing campaign to attract new users to their
online store in the third quarter of 2021. Did CompanyOne attract more or fewer new users
from July – September 2021 compared to the same period in 2020, irrespective of gender?
What about new male users? What about new female users? Please provide screenshots to
support your answer.
Question 7
(a) What were the top three countries which sent users to the CompanyOne online store
from August 2020 to July 2021?
(b) When analyzing the percentage change in the number of new users by country of
residence, which one of the three countries identified in (a) had the best percentage
change in new users from August 2020 to July 2021? Which one of the same three
countries showed the least improvement? Please provide a screenshot to support your
answer.
(c) What were the top five U.S. states which sent users to the CompanyOne online store
from August 2020 to July 2021?
MBA 640 Project 3Memo from Ying – Page 3 | 4
Question 8
CompanyOne wishes to target high-value users in future marketing campaigns. These are user
groups with the highest Ecommerce Conversion Rate or Average Order Value. Which age group
generated the highest revenue for CompanyOne from August 2020 to July 2021? How much
was the revenue from this age group? Which age group generated the least revenue? Which
age group had the highest average order value? Which age group had the highest Ecommerce
Conversion Rate? Based on these observations, which age group or groups should focus on
CompanyOne’s marketing efforts in 2022? In other words, which age group is likely to provide
the most bang for the buck?
CompanyOne desires to examine the performance across the six age groups in further detail.
You will examine the eCommerce data by selecting two dimensions: gender and age. Which
gender and age group combinations had the highest and second-highest revenue from August
2020 to July 2021? Similarly, which gender and age group combinations had the highest and
second-highest average order value from August 2020 to July 2021? What would be your
recommendation to CompanyOne based on this analysis? Provide screenshots to support your
answers.
Question 9
CompanyOne wishes to understand its site visitors better to fine-tune its future marketing
efforts. Understanding audience composition regarding gender, age, and interests will allow
CompanyOne to develop the right creative content and decide the media buys to make.
Google Analytics has over 100 affinity categories such as:
• Shoppers/Value Shoppers
• Lifestyles & Hobbies/Business Professionals
• Sports & Fitness/Health & Fitness Buffs
• Technology/Technophiles
• Banking & Finance/Avid Investors
• Travel/Travel Buffs
• Travel/Business Travelers
• Media & Entertainment/Movie Lovers
• Lifestyles & Hobbies/Art & Theater Aficionados
• Media & Entertainment/Music Lovers
• and many more …
Identify the top three affinity categories for CompanyOne by gender: male and female, from
August 2020 to July 2021 in terms of the revenue from each affinity category. Please provide
screenshots to support your answer.
MBA 640 Project 3Memo from Ying – Page 4 | 4
Question 10
Every online business like CompanyOne cares about two things: users who convert (purchase a
product) and users who don’t. Understanding users who convert (Converters) will help
CompanyOne refine successful aspects of their marketing and show them where they can
improve their efforts to reach users who demonstrate untapped potential (Non- Converters).
Developing insights into why certain users aren’t converting lets them address the weak spots
in approaching them. For this analysis, CompanyOne wishes to focus on the Back to School
shopping season (July 15, 2021, to September 15, 2021).
CompanyOne wishes to obtain statistics of users, sessions, sessions per user, page views,
average session duration, and bounce rate for these two segments (Converters and NonConverters). Comment on these statistics.
Finally, evaluate the differences in user conversion by gender.
Provide screenshots to support your analysis.