1) User Acquisition by Channel: Within the reports section in Google Analytics this metric can be found to find where new users are coming from. They can be through a variety of channels such as direct, indirect, paid referral, unpaid referral, organic search, and more. In terms of my own website in the start up phase, I'm going to guess that most of the users will be acquired through direct traffic. There may be a few from organic search once we go over the SEO assignment. It is important to look at this information because money can be spent in successful areas of acquisition to grow the brand.
2) Views by Page Title: This section within reports shows the number of views on each page of your website. Currently, I only have 4 different pages which consist of Home, About, Contact, and Blog. This data is important because it can be used in correlation to User Acquisition by Channel. I may have a lot of home page views, but this is likely from direct traffic from the link Professor Pepe provides. I want people to be getting to not just be looking at the home page however. I want people to then look into my About section and Blog section to learn more about my brand. The Views by Page Title will be able to tell me if people are moving on from my home page to other pages. 3) Insights: This is an interesting section that I have to learn more about. It seems as though Google has created some type of Artificial Intelligence for this section within reports. It provides really curious insights that I wouldn't have to discover on my own. For example within the demo account it says, "Google/organic drove the most conversions (35.33%)." It is an extremely smart software that companies can utilize to find a bunch of random but informative insights into Google Analytics as a whole. 4) Average Engagement Time: For my website I want people to spend as much time as possible browsing around and exploring, that is what the site is meant for. In examining Average Engagement Time within the Engagement section of Google Analytics it can show if changes to my website have reflected more interest (Higher Engagement Time) or less interest (Less Engagement Time). I am able to change date ranges to compare. This can be super useful to companies if they choose to alter their design because people will stick around on a website for longer for whatever reasons there may be. 5) Demographics: This section is of utmost importance because instead of finding out demographic information in the traditional sense of surveys and interviews, Google Analytics can put it all together. This is an enormous streamlined activity for businesses. It tells them exactly who is buying their product. From this advertising dollars can be spent to target certain groups, ultimately growing the business.Products can be made to specifically target certain customers also based on age and gender for example.
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Play Green Mountain Golf is an organization that provides awareness to the hidden gems of Vermont golf courses. Since our goal is to gain attention, the following channels are ranked in order of importance.
1) Social Media Marketing: With social media we can create a community of engagement through interactive Facebook and Instagram accounts. Our photographer Dave Canon excels at what he does and will be able to provide breathtaking photography that users will not only love to look at, but also share and engage with the posts. Consistency is key in social media marketing and regular posts will be a must for the brand. This consistency will enable the organization to have growing interest everyday. 2) Search Engine Optimization: SEO will be ranked next in terms of importance. There will be many people utilizing Google and the search bar to look for places to play golf in Vermont. Many of these people will be from in state just looking for new courses to play, but many will also be tourists who have never played golf in the area. The Play Green Mountain Golf website is an unbiased reflection of courses in Vermont. In the end this business is meant to bring attention to Vermont golf and SEO can help locals and tourists alike learn more about golf in the Green Mountain State. 3) Mobile Marketing: It seems as though more and more people are becoming reliant on their mobile devices. With this comes increased use of the internet on their mobile phone. Mobile marketing is somewhat important for us as a brand at the moment, but will grow as regular computer use shrinks. It is important that the Play Green Mountain Golf website is mobile friendly because of this. It doesn't take a lot of time for someone to find a golf course online and make a tee time. Because of this finding golf courses is usually done on a phone. Ensuring that our website is mobile friendly will entice people to check out our website before they make a tee time for Vermont golf. 4) Display Marketing: I ranked display marketing as fourth in importance relative to the other marketing channels not because of its unimportance, but because the other channels are of significant importance. We don't plan to utilize display marketing in the early stages of our business because we can better benefit by pooling our resources to create a strong social media presence and strong SEO ratings. We will get more attention to the brand with those channels over display marketing. However, it is something to be looked at further down the line in certain instances. 5) Pay-Per-Click Marketing (PPC): Similar to display marketing, PPC advertising is something that will be of better use down the line. At the moment, we cannot think of any use that this will necessarily provide us in bringing attention to the brand in the early stage of development. |