Customer Relationship Management

Google Analytics Reports

- THE NUMBER OF PAGES PER SESSION: is the lowest respect all the different age ranges;

- THE AVERAGE DURATION: is the lowest

So, we could understand why the age range 18-24 is behaving in such a different manner. Maybe they were expecting something else, maybe they were expecting some product that are not present in Google merchandise store.

We can do the same for gender (males and females):

1. AUDIENCE REPORTS

Google analytics can also give other information about the audience of the website as:

• ACTIVE USERS REPORT

This can show how many users had visited the site recently: in the last day, seven days, 14 days, and 28 days of the time window.

• DEMOGRAPHICS REPORT

Google can track demographic information of all the users that have a Google account (because in each google account there are a lot of pre-set personal information as gender, age).

• Also Android and Iphone apps can pass on user information to Google Analytics through their advertising channels.

INTERESTS REPORT

(passion/hobbies) - Google analytics creates 3 different types of segmentation based on the past/recent behavior overall on the web and tells you in which segment the users of your website belong.

• Affinity Categories: This type of segmentation segments people based on overall interests, passions, and lifestyle. It has a long-term view. These information allow you to get a better sense of the overall identity of your users. Example: the 3.81% of your users are in the "Travel buffs" segment, so they love travelling!
• In-Market Segments: This type of segmentation segments people based on what the users have searched very recently. It has a short-term view. Example: the 3.64% of your users have recently searched travel/hotel accommodations.
• Other Categories: This type of segmentation is the complement of 1 of N.B: the output information is related only to the first two types of segmentation. at the 69.33% of total session. For example, people who travel a lot and fly.

To their destination, people who play a lot of games on a smartphone, or people who like to watch football.

GEOGRAPHIC LOCATION OF ANY USER - Google Analytics can anonymously determine a user's continent, sub-continent, country, and city through the IP address used by their browser.

These information are important because if I see that my website is visited also by Chinese users, I will add a Chinese version of the website.

Example: the google merchandise store is visited extremely by Italian users

BEHAVIOR REPORT - This information helps us to understand how many visitors the website has and how many of them are new/returning visitors.

Example: we can see:

• In the period considered there were 1963 new visitors and 800 returning visitors.
• The bounce rate of returning visitors is lower than the bounce rate of new visitors.
• The number of pages per session is higher.
• The average session duration is higher.
• The transactions are lower but it depends on the number of users.

20% of users

Making the 43% of the revenues and the 80% of users making the 57%. Returning visitors have a higher number of pages visited per session, have a higher average session duration, have transactions and the revenues lower in absolute value compared to new visitors. So, doing retention is a profitable strategy for keeping your users coming back visiting the website.

Technology and Mobile Report: This information helps us understand which devices users are employing while visiting the website (mobile devices/Desktop devices). For example, for the Google merchandise store, there is a dominance of Google Chrome.

Acquisition Metrics: The whole point of acquisition in Google Analytics is to understand what are the main sources and the main media of traffic (and their quality of traffic) where our users are coming from. In order to know this, Google Analytics tracks several attributes that are: medium, source, and marketing campaign name. The first category that Google Analytics employed to

• DIRECT when a user types the URL directly on the browser;
• ORGANIC SEARCH (= there is nothing paid, everything is spontaneous and natural from users) when a user search on search engines;
• SOCIAL when a user coming from social media posts or pages, etc;
• EMAIL when a user coming from an email link/button;
• AFFILIATES when a user coming from affiliate websites;
• REFERRAL when a user coming from other websites (this website includes a link to our websites);
• PAID SEARCH when a user coming from search advertising (it's the other side of the coin of Organic Search because everything is promoted);
• DISPLAY when a user coming from display ads/banner on the web.

termsof behavior of the different CAMPAIGNS. Each Campaign has itsown code and we can understand which of these brought to thewebsite how many users and what they have done.

3. BEHAVIOUR METRICSThis statistics are related to the different content of the website. Example, we are going to see if there are Pages that workbetter than other Pages. The image represent an example of a behavior report.

N.BOnly “/” this is usually the Homepage of a website.We don’t see the full URL, but we see just a part of thestandard URL, which is called URI.The URI is the part of the URL after the domain name in thelocation bar of the browser.The statistics that we can see are:

• The “Pageviews” metric: this statistic is telling us howfrequently each page of the website was viewed.
• The “Unique Pageviews”: if a same page has multipleviews in the same session, this statistic counts these justone time.
• The “Average time on Page” metric: this

Statistic is the average amount of time visitors spend on a particular page and it reveals if they are actually reading your content.

Bounce rate per single page metric is the percentage of sessions started and also ended with a single page (without any interactions) out of all the number of sessions started with that page. It is likely an indicator of something that is going not very well with the page considered.

Numero di sessioni che iniziano e finiscono nella pagina A / tutte le sessioni che iniziano con la pagina A

Example: imagine that our website is a very unlike website and we have only 3 sessions to consider. Let's consider Page A:

• We have only 1 session (session 3) that has started and ended with Page A, without any interactions
• We have 2 sessions that had starting with Page A

What is the bounce rate per single page? 1/2=0,5 the bounce rate will be 50%.

How many Pageviews Page A got? So, we have to check how many times in total the page A has been seen.

much more engaging/ appealing than the standard emails.

What are the problems with email marketing?

The overwhelming number of emails;

Problem with prospects = if you have some contacts that are not your customers and you didn’t have an interactiono with them in the past, is possible that maybe your email is filtered out by the email providers.

An example of tool is “Mailchimp” that is a free tool that can beused to develop and to design what are called as DEM (Direct E-Mails).

You can also track: what the users are doing with these emails,how many of your contacts have received the email, how manyof your contacts have clicked on the email, how many times auser has opened an email, who’s opened an email, which emailis not working, how many times has been a click and so on.

EMAIL