Google Analytics Case

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Google Analytics data was collected for the domain www.pegandkris.com for a duration of one month, from October 12, 2016 to November 11, 2016 (Google Analytics, 2016). Data collected includes the number of sessions, number of users, user origination, user behavior, devices used, and revenue generated (Google Analytics, 2016). Kristy May, CEO and collector of the data, states that the data has been collected primarily to decipher the effectiveness of the company’s online marketing strategies (K. May, personal communication, November 12, 2016). However, some other findings were included to set the context for the research (K. May, personal communication, November 12, 2016).

The data revealed that in one month’s time there were 4,454 user sessions …show more content…
Almost all of the referrals originated from www.kaycehughes.com, which was the website belonging to the company that was acquired by Peg and Kris, LLC (Google Analytics, 2016; K. May, personal communication, November 12, 2016). The next largest acquisition group consisted of visitors that arrived to the website from an organic search (Google Analytics, 2016). Organic searches occur when users type in keywords and phrases that lead them to a website (Farney & Tonyan, 2016). The organic search group represented 14.6% of users and 652 sessions, which converted to $1121.54 in revenue (Google Analytics, 2016). The majority of users in this group searched either “Peg and Kris” or “Kayce Hughes” into their browser (Google Analytics, …show more content…
However, purchases have occurred predominantly among repeat customers, capturing repeat customers, including customers of Kayce Hughes, the former brand. It also suggests that revenue is being generated more from existing customers rather than new customers. Essentially, the three larger acquisition groups represent people that are already familiar with the brand (Google Analytics, 2016).

In the context of measuring the success of the current online marketing plan for Peg and Kris, LLC, it appears that the brand is not making a strong impact on new customers, in terms of generating sales (Google Analytics, 2016). While revenue seems to be both directly and indirectly related to promotions, the company’s current use of paid advertising, social media, and email campaigns appear somewhat ineffective in reaching new customers that are willing to make purchases at this point in time (Google Analytics,

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