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MBA 640 University of Maryland Global Campus Marketing and Technology Discussion
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Just need 2 replies to the below discussion topics: References not need but a plus. Only need 1-2 paragraphs
First Discussion Post from Topic 4: In Google Analytics (GA), a funnel is a navigation path (series of web pages) that you expect CompanyOnes online customers to follow in order to achieve the businesss goals for their website. A funnel is made up of a goal page (or pages) and one or more funnel pages (also known as the funnel steps). CompanyOne needs to choose either the Goal Flow Report or the Funnel Visualization Report in Google Analytics. They come to you for advice. What questions will you ask in order to arrive at your recommendation for CompanyOne? Explain your reasoning.
Funnel Visualization report in Google Analytics, Lets start with Funnel Visualization. When you create a Destination goal, youll be asked whether the first step in the goal is required. This step only affects the Funnel Visualization report and basically means that the conversion must have passed through the first step. In addition, the match type that you select for your goal URL (i.e. Regular expressions) also applies to the URLs in the following steps in the funnel. (Silva, 2018). We need to keep in mind the end goal for CompanyOne and what they are trying to achieve when setting up the funnels in the GA, the visualization report will only show so much data. (UMGC, 2021) For example, the report will show when a consumer enters or exits, but you can not dig into what they are viewing, who they are, or what they are looking for. If this important to CompanyOnes end goal of establishing either report, that needs to be taken into consideration, one of the key questions to ask before making a recommendation. Some other important things to note are that the Funnel Visualization report does not allow for advanced segmentation analysis and the report does not show historical data. In addition, the conversion rate is the total number of sessions that entered the funnel divided by converted visitors, and if a user converts more than once per session, Funnel Visualization only increments one conversion. (Silva, 2018)
Now lets analyze the Goal Flow Report, Goal Flow is a much more flexible report and allows for more complex analysis of your conversion funnel. For starters, the required first step doesnt apply to the Goal Flow report so you can visualize every session that took part in your funnel and which step in the funnel they started on. (Silva, 2018). The GF Report allows CompanyOne to dive deeper into traffic of each consumers and the Why behind entering the website. The main question for CompanyOne to answer for which report to use for web analytics, is what type of traffic and what is the end goal for that consumers. (UMGC, 2021) In this case, the GF Report give Company one more flexibility with options on data to analyze and how to archive when advertisements go up or they make different campaign messages appear. The Flexibility is kept in the decision-making process for CompanyOne. The best feature of the Goal Flow report is the inclusion of advanced segments. By layering in any segment, you want to home in on, you can deeply analyze who your best converters are and figure out what your best (or worst) marketing channels are. Just like custom channel groupings, another neat feature is that you can do an analysis of historical data, while the Funnel Visualization report only works on future data. (Silva, 2018)
Finally, I would recommend for CompnayOne to utilize the Goal Flow Report. For the outcomes and the data, they need to run properly, this is the best choice for them and their website. They have many ways to track the traffic and where a user goes within the funnels and the data can me archived and used if anything should change in the future.
References:
Duhigg, C. (2012, February 16). How companies learn your secrets. The New York Times. Retrieved from http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all
Chapter 18: Data Analytics from eMarketing: The Essential Guide to Marketing in a Digital World, 5th Edition by Rob Stokes and the Minds of Quirk is available under a
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported license. © 2008, 2009, 2010, 2011, 2013 Quirk Education Pty (Ltd). UMGC has modified this work and it is available under the original license.
Kaushik, A. (2007). Web analytics: An hour a day. San Francisco, CA: Sybex.
Silva, Remi (2018). Funnel Visualization vs. Goal Flow in Google Analytics. In Retrieved from: https://www.wpromote.com/blog/analytics/funnel-vis…
Second Discussion Post from Topic 3: Segmentation concerning web analytics can be described as distributing a website’s visitors into various groups and then evaluating each of these groups’ behavior. When assessing a segment’s behavior, it is vital to consider time (Cooladata. 2017). Behaviors should be assessed through a sequence of user activities over a stretch of time. Previous user behavior indicates patterns that provide an understanding of the current user’s actions. The main objective of user segmentation is to enhance a website’s relevance to varying user groups (Grabowski, 2016).
CompanyOne can segment the visitors based on active/inactive users involving those who accomplished a sequence of occurrences in a particular timespan. For instance, when the customers visit a website and look for an item above $10 in the previous 30 days, it is easy for a business to identify the cause behind their response to varying marketing campaigns. Besides, user preferences for luxury products or brand names are also revealed. More specifically, CompanyOne would understand the visitors’ usual involvement with its website (Cooladata. 2017).
Another method of segmentation is dividing traffic based on desktop and tablet screens. If CompanyOne used an identical website’s design for both tablet and desktop screens, it would enable CompanyOne to understand how the visitors interact with a particular design. Both types of visitors have different anticipations, and a user visiting from a desktop screen may be more likely to change than the user visiting from a tablet. In this way, two unique groups of visitors are amalgamated (Mathew Edgar, 2017).
A third way by which CompanyOne can segment its visitors is segmentation based on content-viewed. The visitors who visit a specific page are more inclined towards buying. This type of segmentation would help CompanyOne gain insight into the relevant pages that the users can visit.
A fourth method by which CompanyOne can segment its visitors is segmentation by involvement. For instance, less than three pages, more than five pages, more than 10 seconds, or less than 10 seconds. It will help CompanyOne to strain less or highly developed segments (Chaffey, 2018).
A fifth way by which CompanyOne can segment its visitors is segmentation by organic traffic. They are the visitors who see a company’s website in organic search results. Organic traffic is crucial for the success of a company. So, CompanyOne can segment and target this market accordingly, for example utilizing long-tail keywords in search engines to assure higher ranking.
References
Cooladata. (2017). Behavioral segments The secret sauce of analytics. Retrieved from https://www.cooladata.com/blog/behavioral-segmentation
Chaffey, D. (2018). How to use (advanced) segments in Google Analytics. Retrieved from https://www.smartinsights.com/google-analytics/google-analytics-segmentation/segmenting-google-analytics/
Grabowski, P. (2016). How visitor segmentation increases sales (and three segments you should optimize your site for). Retrieved from https://wisepops.com/how-visitor-segmentation-increases-sales/
Krohn, S. (2016). Organic traffic and why it is essential. Retrieved from https://www.linkedin.com/pulse/organic-traffic-why-important-krohn-online-traffic-generation
Mathew Edgar. (2017). Understanding your visitors with segments. Retrieved from http://www.matthewedgar.net/understanding-visitors-segments/
MBA 640 University of Maryland Global Campus Marketing and Technology Discussion
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