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Contents
Overview of study........................................................................................................................................3
Part A: Research and Analysis......................................................................................................................3
Strategic Role Analysis.............................................................................................................................3
Tactical Use Analysis................................................................................................................................5
Performance Reporting...........................................................................................................................6
Conversion Path Analysis.........................................................................................................................8
Part B (Campaign Strategy)..........................................................................................................................9
Persona and Journey Mapping................................................................................................................9
Mapping Journey...................................................................................................................................11
Strategic Recommendations..................................................................................................................12
Analytics Strategy..................................................................................................................................13
References.................................................................................................................................................16
Overview of study
This assignment aims at assessing the existing digital marketing strategies of Google’s
Merchandising store and then propose changes to target a niche lifestyle market. It involves two
key parts. The first part of the paper, Research and Analysis, assesses how analytics influenced
the formulation of the store’s digital marketing strategies. A comparison of two time periods for
digital channels and content reveals which customers are most effective and which areas need
attention to drive traffic and conversions.

The second part of the framework is the Campaign Strategy which entails building a buyer
persona and mapping out the customer’s journey for a given group of consumers. From here the
following strategic recommendations are made to improve on the store’s digital marketing
channel and content with the view of increasing engagement and conversion. Also, an analytics
plan is proposed to enable the tracking and evaluation of the success of this campaign in the next
three months in accordance with some important factors including traffic, engagement and
conversion. Therefore, the task is to develop marketing strategies while using data analysis and
understanding customers’ needs and values.

Part A: Research and Analysis

Strategic Role Analysis
One of the essential inputs available to the Merchandising store is analytics as it helps in
formulating the overall digital marketing strategies of the business. Traffic indicators,
engagement in all channels, and conversion rates are tracked through Google toolsets such as
Google Analytics 4 (GA4). This information helps the store to make informed decisions and
correctly invest marketing capital to get the desired results as fast as possible (Kotler, 2018).

For example, Image 1: Traffic by Session Medium shows sources of traffic to the store. The
analysis of direct traffic shows that this channel equals to 68K sessions while other channels
such as organic search holds 23K, referral – 6.8K, CPC – 5.7K. Direct traffic on a website means
that that many visitors have direct links to the website and this suggests that there is prominent
brand awareness and customer loyalty.

Analytics also helps in passing audience segmentation by behavior to the store to improve on
campaign as well as user experience. For example, direct and organic segments make it easy for
a store to address certain audiences with content and promotions. Another feature of analytics is
the use of key performance indicators such as the session duration and bounce rates to help the
store decide on the content and usability aspects to improve.

Figure 1 Traffic by Session Medium, providing visual evidence of the traffic sources and
demonstrating the current role of analytics in shaping strategic decisions
Google Analytics 4 (GA4) is essential for determining the strategy of the Google Merchandising
store. Real-time data tracking of session duration and acquisition channels helps businesses
implement informed marketing strategies according to Chaffey and Smith (2017). These
analytics instruments used by the store comply with effective digital marketing methods that
boost return on investment. By utilizing GA4's segmentation tools alongside these insights
businesses can develop targeted marketing methods that connect with their most lucrative
audiences.

User Engagement Metrics

 Figure 2: User Engagement Metrics
User engagement data provides essential understanding of how visitors explore and engage with
the site revealing the effectiveness of its content and user experience.

Tactical Use Analysis

As an objective measurement for assessing the effectiveness of the stores digital channels that
attract consumers and consumers conversions, a detailed examination of channel specifics and
content approaches is needed. In conjunction with the GA4 data found in Image 1, direct traffic
is the highest with 68K sessions and organic search is next with 23K sessions. This means that
SEO is working well in bringing traffic to store, and the excess of direct traffic means that brand
identity and recall are being effectively created.

Testing performance of two reporting periods, for example Q1 versus Q2, would show a clear
pattern of traffic and the efficacy of the employed channels. For instance, if number of direct
traffic grew from 50K in Q1 to 68K in Q2, it could be explained by the efficiency of retention
campaigns or customers’ return. Another great metric is that of organic traffic since this shows
the store’s ranking on the Search Engine. It’s important for the KPIs to have a proper timeframe
because any alteration in the organic traffic could be due to changes in the ranking or SEO
strategies.

While the channels like CPC 5.7K and email 4.9K could be explored for optimization. When it
comes to CPC campaigns, necessary KPIs to measure are CTR and CPA, and it will be
determined whether the problem is with keyword targeting choices, bidding tactics, or ad
creative. That is, concerns such as emails with more unique content, or improved segmentations
for boosting the level of engagement and traffic may also apply to the campaigns (Solomon,
2018).

Performance Reporting
The performance report for the comparison of two periods (for instance, Q1 and Q2) should
include traffic, conversion rates, and engagement metrics by the clients through various
channels. Direct and organic traffic are the main sources of traffic mentioned in Image 1; using
these two pieces of information at different time periods will indicate whether or not the store is
succeeding at its digital marketing strategies. Q1 shows direct traffic of 50K while Q2 increased
to 68K due to impactful brand recall initiatives. GA4 shows an increase of 20% in organic search
traffic. On the other hand CPC traffic has not changed at 5.7K sessions showing that adjustments
in bidding strategies or ad creative are necessary to improve paid campaigns.
For instance, if the number of direct visitors increased from 55K in Q1 to 68K in Q2 this will
show better brand recognition or customer loyalty.

Thirdly, conversion rates analyzed by channels can also give more important information about
segments and channels. It means that if direct traffic is more converting than the organic or
referral traffic, then the store can work more on the loyalty program or try to incorporate direct
mailshot to increase the conversion rate. On the other hand, in case low volume of CPC traffic
starts showing poor conversion, then the budget might be diverted to organic search or referral.

For further improvements it would be useful to bring visual data like Conversion Rate by
Channel or Session Duration Comparisons added to the GA4 dashboard that will make the
situation much clearer in terms of differences in effectiveness of the channels in terms of the
involvement and successful conversions. There are two such metrics that can potentially provide
a broader perspective for the store concerning custom’s behaviour across multiple touchpoints
and direct attention to those channels that have the most influence. With over 40K new users in
Q2 resulting from direct traffic and just 30K in Q1 this indicates a growth in brand recognition
and loyalty. New users in organic search have grown to about 15K as a result of better SEO and
content plans. CPC traffic stands still and indicates that attention should focus on improving
keyword targeting. The statistics reveal strong performance in direct and organic strategies yet
point to the need for paid advertising enhancements (Forrester Research, 2023).
 Figure 2 New Users By first user primary channel group
Key actions: Thus, persisted branding and SEO campaigns can help to maintain and even
increase the amounts of the direct and organic traffic. Invest more into referral partnership and
the pay per click to improve on the given results (Smart Insights, 2023). Also, an emphasis
should be placed on further development of the audience interaction in social networks and
optimization of the tracking for unassigned traffic to attract more new users through all utilized
platforms.

Conversion Path Analysis

Table: Conversion Path Analysis

Conversion Path Conversion Key Insights

Rate (%)
Direct > Paid Search > 7.62 Multi-touch journeys are common, emphasizing
Organic Search > the need for a cohesive multi-channel strategy.
Purchase
Organic Search > 6.52 Single-channel paths, particularly organic search,
Purchase are also effective in driving direct conversions.
Paid Search > Purchase 6.38 The diversity of conversion paths highlights the
 importance of a comprehensive, holistic approach
to digital marketing.
This table illustrates the prime conversion paths with the associated conversion rates and their
contribution to the bigger strategy.

Part B (Campaign Strategy)

Persona and Journey Mapping

Personality and Myers-Briggs Type Indicator: A Review of the Literature

Introvert vs. Extrovert: Evan is an extrovert, this mean he loves interacting with people and may
be a member of professional organizations and business communities.

Creative vs. Analytical: He also has another asset which is analytical thinking and it is rather
important especially when it comes to decision making, because, as it was mentioned before, he
is a businessman.

Thinking vs. Feeling: Evan uses the analytical style of decision making, whereby he does not let
emotions get in the way of the business decision making process.
Sensing vs. Intuition: More related to the sensing mode, Evan provides the facts and figures and
real-life situations rather than the theories.

Judging vs. Perceiving: While Evan is less judgmental than perceptive he is versatile and
opportunistic, characteristics that are crucial in business while still having a plans.

Avoids Risk vs. Takes Risk: Evan is a risk taker like most business people, and this is because
they are always willing to take on the risks that come with business with an argument.

Challenges and Goals

Goal: Evan has set his goal to develop the business and pay much attention to data analysis. He
is always in search of tool and techniques that will help him stand out from the rest of the crowd.

Challenges: Identifying goods of proper quality for the development of his business activities. He
appreciates tools that enable him increase his productivity, are technological and helpful in the
management of his enterprise.

Behavior

Shopping Habits: Evan is commonly in charge of shopping for the business and he usually does
it online. He likes to read reviews, consult ratings and statistics when making a purchase. He
usually interacts with brands that are more open and present detailed information about the
product they offer.

Preferred Channels: He said that he prefers to use the search engine and e-newsletters to find
new products. Evan is also engaged in the professional networks and business social networks,
and he uses the services with the content most relevant to the entrepreneurship.
Mapping Journey

 Awareness:
It is not clear how Evan comes across Google’s Merchandising store; he may have been
searching for products on Google search or may have been exposed through ads on
LinkedIn, which targets entrepreneurs seeking tools that can help them be more effective.
 Consideration:
Evan goes to the store’s website and interacts with product descriptions that discuss the
availability of analytics, technologies, and business solutions. He also thinks about how
the products are sustainable for his work and for his everyday life as well.
 Decision:
Evan has learned and compared many products and at the end he makes his choice. The
product is new to the market and he signs up to the email list to be informed on new
products.
 Purchase:
 He pays for the products and selects the ones that are relevant to his business needs with
the aim of promoting the culture of entrepreneurship innovation, efficiency and
sustainability.
 Post-Purchase:
When Evan gets his purchase, he posts his experience within his working circle and
recommends those products for their effectiveness in enhancing business performance.
  Loyalty:
Evan has been a loyal customer and continues to be through the receipt of email
newsletters with products recommended for entrepreneurs like him. Over the course of
the year, he progresses to become an ambassador for the brand, and tells other business
owners within his contacts about his good experience.

In the buying process Evan decides on products that correspond to his business priorities
especially promoting creativity and sustainability by using Google Merchandise Store. He closes
the deal and makes sure the supplies increase his work productivity. His determination to buy
stems from how well the products fit his company aims and principles.

Strategic Recommendations
To effectively drive traffic and conversions for the identified lifestyle target audience
(sustainability-focused millennials), Google’s Merchandising store should enhance its digital
marketing channels and content through the following strategies:

Optimize Organic Search (SEO):

Justification: The target audience will use the search engine to find the store’s merchandise, the
store should pay particular attention to SEO. Changes to the product descriptions and blog entry
add the concept of sustainability and to incorporate popular terms for the period. Such as greater
numbers of visitors coming from search engine queries for ethical merchandise, resulting in more
sales.
Leverage Social Media (Instagram and Pinterest):

Social media platforms like Instagram and Pinterest affects the buying decision of millennials by
share interesting and attractive photos and infographics on Instagram and Pinterest promoting
sustainability, beautiful products, and fair sourcing. Such as its enhanced brand awareness and
response and increased traffic and sales to the user’s social network friends (HubSpot,. 2023).

Personalized Email Marketing Campaigns:

Email is still an imperative method of following up leads and moving customers through the
pipeline. Through divide the email subscribers and send unique product recommendations,
sustainability stories, and limited offers of eco-friendly products based on user behaviour.
emphasize on CSR actions in order to create trust. Such as open and click through rates that are
higher than before, which means higher conversion rates and customer loyalty.

Create Educational Content:

The green consumers want to be provided with information on the effects that they create when
they buy products that have a negative impact on the environment. This implies with write blog
posts, shoot videos, and make infographics about sustainability, sustainable sourcing, and the
environment friendliness of the items. Sucha as more user engagement with the website and
social media profiles and therefore more time spends on the site and higher sales ( Deloitte Insig,
2020).

Enhance Paid Search and Display Advertising:

The paid search is a good method of targeting consumers who may be interested in sustainable
products. Its add novel idea in Google Ads because keywords such as sustainability and
environmental consciousness can be targeted. Its help to higher traffic and better conversion
from paid sources with users having high purchasing interest.

Analytics Strategy
In order to guarantee that the campaign will be successful in the next 90 days, an analytic plan
must be adopted. This strategy will assess, compare and monitor the effectiveness of the
proposed lifestyle audience campaign at intervals.

Performance Indicators (KPIs):

Traffic Metrics: Monitor the website traffic based on the channel used; organic, paid, social, or
email to determine which of the channel is generating the highest numbers of visitors who are
sustainability-minded. To measure the quality of traffic it is crucial to watch the bounce rate and
the time of the session.

Engagement Metrics: Checkout the level of engagement of the audience, this includes likes,
shares, comments and the CTR on the posts made by the influencers. Monitor the open rate, click
through rate and conversion rate to know the effectiveness of an email marketing campaign.

Conversion Metrics: See how engagement conversion rates of organic search, social media, and
email marketing are doing. Metrics that can be attributed to the track level include purchase
completion, add to cart, and newsletter sign up to determine the success of the campaign.

Monitor Traffic Sources:

Organic Search: It wouldn’t be an analysis of the SEO performance if they are not able to check
the ranking of the keywords or the traffic that is being driven from the search engines. To track
the click through rate and impressions of the green keywords, use Google Search Console and
may update the content.

Paid Channels: Continuously check on Google Ads and the display advertising campaigns then
change keywords, targets and ad copies on the basis of engagement and conversions.

Conversion Funnel Analysis:

Customer Journey Insights: Optimise customer journey to ensure they progress through the
conversion funnel; from awareness to purchase stage. Search for the leaks such as for instance a
high number of product page impressions and low cart addition rates and fix conversion funnels.

Customer Behavior and Segmentation:

User Segmentation: Utilize the segments of Google Analytics to establish user segments by
behavior like users who are frequent visitors of the site but have not yet converted or users who
have The above segments should be refined in order to get a clear focus in marketing strategies.
At the behavior of the user on the website and find out which pages or actions interest the users
and which can be improved (Google Analytics, 2023).
Reporting and Continuous Improvement:

Weekly and Monthly Reports: It is recommended to create the regular automated reports about
the performance of each marketing channel per week and per month. It should also encompass
traffic, engagement, and conversion, and behavioral data of users.

Continuous Refinement: The analytics insights suggests that the marketing plan should be
changed periodically. For example, if the traffic has been acquired from organic search, then the
main attention should be paid to organic traffic sources such SEO and content marketing.

Real-time traffic source analysis through Google Analytics will help the store to refine its
marketing channels. Through the analysis of important metrics such as abandonment rates and
session durations the store can enhance its online marketing tactics.

Figure 3 Display Ecosystem

The interaction of different ad platforms shows how analytics can track performance across
channels.
References
Chaffey, D. and Smith, P.R., 2017. Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing. 5th ed. Abingdon: Routledge.

Solomon, M.R., 2018. Consumer Behavior: Buying, Having, and Being. 12th ed. Harlow:
Pearson.

Kotler, P. and Keller, K.L., 2016. Marketing Management. 15th ed. Harlow: Pearson
Education.

Google Analytics, 2023. Google Analytics Help Center. [online] Available at:
https://support.google.com/analytics/ [Accessed 28 September 2024].

Smart Insights, 2022. The Importance of SEO in Digital Marketing Strategy. [online] Available
at: https://www.smartinsights.com [Accessed 28 September 2024].

Deloitte Insights, 2020. The Rise of the Socially Conscious Consumer. [online] Available at:
https://www2.deloitte.com [Accessed 28 September 2024].

HubSpot, 2023. Social Media Marketing: The Ultimate Guide. [online] Available at:
https://www.hubspot.com [Accessed 28 September 2024].

Forrester Research, 2021. Marketing Analytics Drives Customer-Centric Strategies. [online]

Available at: https://www.forrester.com [Accessed 28 September 2024].