Briefing 3 - Digital Analytics-3

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Briefing 3: Digital Analytics N AME : ASHANTI R OBINSON D ATE : 10/2/23 The purpose of this briefing is to investigate how Google tracks and evaluates its performance. Type your answer below each question within this briefing document. If needed, use evidence from the case and outside resources (e.g., industry statistics, articles, your own experiences, etc.) to support your ideas. This briefing should be completed individually, saved to your computer, and submitted online before the due date. The total score of this briefing is 3 pts. Questions: 1) Conversion Funnel Analysis (1 pt) . Pick two (2) websites and/or apps run by Google. Describe the following for each site/app: Google Maps a. Objectives: To discover new experiences across the global and locally. b. Goals: Help people find places to eat, things to do, and see recommendations for new/trending places based on your interest around your or for when you travel. c. Key Performance Indicators (KPIs): traffic data, crash reports, and options for different transportation Waze a. Objectives: To be a community-based traffic and navigation app while being user-generated. It was also created as a social navigation tool for private cars. b. Goals: For the app to be more efficient, it’s preferred to have the application open while driving to a place you frequently visit, such as work. Keeping the app open (even while not in use) allows it to get familiar to the different routes you take so in the future before heading out Waze will tell you the optimal route. c. Key Performance Indicators (KPIs): users (engagement rate), impressions (how many ads were displayed), and traffic data d. Audience Traffic Analysis (1 pt) . Based on what you know about the goals of Google’s 2 sites/apps, what do you think good targets would be for the following metrics: a. Loyalty. You may measure your customers’ loyalty by analyzing how many times the same people visit the site during a specific timeframe. What do you think would be a good repeat visitor goal within a given month, for each site/app? Google maps: During rush hour (3pm-5pm), I think a good repeat visitor goal withing a month should be anywhere from 20-25 days. Waze: During rush hour (3pm-5pm), I think a good repeat visitor goal withing a month should be anywhere from 10-15 days. b. Recency. Provides insight into the length of time between visits. Ideally, how much time should elapse between each visitor’s visit to each site/app?
Google maps: People usually spend anywhere from one to two hours each visit. Waze: People usually spend thirty to sixty minutes each visit. c. Length of Visit . Provides an understanding of the quality of your interaction with the customer, and differs based on goals. A content site might want the time spent to be as long as possible, however a customer support site should want this number to be low. Ideally, how long would you like visitors to spend on each site/app? Google maps: Ideally, I would like visitors to spend anywhere from two to three hours. Waze: Ideally, I would like visitors to spend anywhere from one to two hours. d. Depth of Visit . During a time period how many pages should customers typically view on each site/app? This may be tied to length of visit. Google maps: Typically one unless they are viewing transit schedules or websites for different places. Waze: Due to ads, a customer should view around two to five pages. e. Qualitative Feedback (.5 pts) . Finally, examine these 2 sites/apps and assess whether there is any opportunity for real-time visitor feedback (“voice of the customer”) about their user experience? (Sometimes this appears in the navigation, other times as a pop-up window after you’ve spent time on the site). Google Maps & Waze: Users are allowed to report any traffic incidents on each app which will notify other users. f. Reflection (.5 pts) . How do you feel your overall understanding of Google is enhanced by completing this briefing? Why am I asking you to analyze the conversion funnel and traffic statistics of different sites/apps run by Google? I feel like my overall understanding is enhanced due to these applications being similar while Google also provides different usages for each. You are asking me to analyze the conversion funnel and traffic statistics to allow me to see for myself hoe Google utilizes data.
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