The past few weeks have flown by. You have just completed the GA tutorial when you receive a memo from Ying marked CONFIDENTIAL. You scan the memo to find a list of client questions t

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Question 1

Company One wants an overview of the website activity of its users. Provide insights on CompanyOne’s audience for the third quarter in 2021 (3Q2021). Describe insights regarding the number of users, new users, sessions, number of sessions per user, pageviews, pages/session, average session duration, bounce rate, user demographic data (language, country & city), desktop browsers & operating systems data, and mobile operating systems & screen resolution data during this timeframe. Provide screenshots to support your analysis.

Question 2a

Find the number of active users (1 Day, 7 Day, 14 Day, and 28 Day) during October 2021. Calculate the ratio of 1 Day Active Users to 28 Day Active Users, expressed as a percentage. Typically, this ratio is considered a measure of your website’s “stickiness” or retention of users. It should be 10% or higher for sites where content is refreshed daily, like news sites, or where the site derives its revenue primarily from advertising. The ratio could be a lot higher for social sites like Facebook and WhatsApp (> 50%). For Ecommerce sites like CompanyOne, where usage is less frequent but of higher monetary value, the ratio is typically lower than 10%.

Also, compare the graphs for 1 Day Active Users to 28 Day Active Users. What conclusions can you derive? Please provide a screenshot to support your analysis.

Note: Active Users refer to the number of users who visited the CompanyOne website within the last 1, 7, 14, or 28 days looking back from the last day of the period, which in this case is October 31, 2021.

The metrics in the report are relative to the last day in the date range. For example, given that your date range is October 1 to October 31:

1 Day Active Users: the number of unique users who initiated sessions on your site or app on October 31 (the last day of your date range).

7 Day Active Users: the number of unique users who initiated sessions on your site or app from October 25 through October 31 (the last 7 days of your date range).

14 Day Active Users: the number of unique users who initiated sessions on your site or app from October 18 through October 31 (the last 14 days of your date range).

28 Day Active Users: the number of unique users who initiated sessions on your site or app from October 4 through October 31 (the entire 28 days of your date range).

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Question 2b

Plot graphs of 1 Day Active Users for the third quarter in 2021 and the third quarter in 2020. Compare the number of active users for both periods from the two plots. What do you conclude about the change in marketing effectiveness, if any, from the third quarter in 2020 and the third quarter of 2021? Please provide a screenshot to support your analysis.

Question 3

Compare the Bounce Rate for the third quarter in 2021 and the third quarter in 2020. What do you conclude? Similarly, compare Pageviews for the third quarter in 2021 and the third quarter in 2020. Please provide screenshots to support your analysis.

Question 4

CompanyOne wants to focus on younger users (18-24 and 25-34) who shopped during the first six months of 2021. Has the share of younger users changed from the first six months in 2020? How about changes in the proportions of older users during the same period? Please provide screenshots to support your answer.

Question 5

What about gender? CompanyOne’s objective was to attract a larger proportion of female visitors to their online store during the first six months of 2021 compared to the same period in 2020. Was that objective met? Please provide a screenshot to support your answer.

Question 6

CompanyOne has invested in a targeted marketing campaign to attract new users to their online store in the third quarter of 2021. Did CompanyOne attract more or fewer new users from July – September 2021 compared to the same period in 2020, irrespective of gender? What about new male users? What about new female users? Please provide screenshots to support your answer.

Question 7

(a) What were the top three countries which sent users to the CompanyOne online store from August 2020 to July 2021?

(b) When analyzing the percentage change in the number of new users by country of residence, which one of the three countries identified in (a) had the best percentage change in new users from August 2020 to July 2021? Which one of the same three countries showed the least improvement? Please provide a screenshot to support your answer.

(c) What were the top five U.S. states which sent users to the CompanyOne online store from August 2020 to July 2021?

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Question 8

CompanyOne wishes to target high-value users in future marketing campaigns. These are user groups with the highest Ecommerce Conversion Rate or Average Order Value. Which age group generated the highest revenue for CompanyOne from August 2020 to July 2021? How much was the revenue from this age group? Which age group generated the least revenue? Which age group had the highest average order value? Which age group had the highest Ecommerce Conversion Rate? Based on these observations, which age group or groups should focus on CompanyOne’s marketing efforts in 2022? In other words, which age group is likely to provide the most bang for the buck?

CompanyOne desires to examine the performance across the six age groups in further detail. You will examine the eCommerce data by selecting two dimensions: gender and age. Which gender and age group combinations had the highest and second-highest revenue from August 2020 to July 2021? Similarly, which gender and age group combinations had the highest and second-highest average order value from August 2020 to July 2021? What would be your recommendation to CompanyOne based on this analysis? Provide screenshots to support your answers.

Question 9

CompanyOne wishes to understand its site visitors better to fine-tune its future marketing efforts. Understanding audience composition regarding gender, age, and interests will allow CompanyOne to develop the right creative content and decide the media buys to make.

Google Analytics has over 100 affinity categories such as:

• Shoppers/Value Shoppers • Lifestyles & Hobbies/Business Professionals • Sports & Fitness/Health & Fitness Buffs • Technology/Technophiles • Banking & Finance/Avid Investors • Travel/Travel Buffs • Travel/Business Travelers • Media & Entertainment/Movie Lovers • Lifestyles & Hobbies/Art & Theater Aficionados • Media & Entertainment/Music Lovers • and many more …

Identify the top three affinity categories for CompanyOne by gender: male and female, from August 2020 to July 2021 in terms of the revenue from each affinity category. Please provide screenshots to support your answer.

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Question 10

Every online business like CompanyOne cares about two things: users who convert (purchase a product) and users who don’t. Understanding users who convert (Converters) will help CompanyOne refine successful aspects of their marketing and show them where they can improve their efforts to reach users who demonstrate untapped potential (Non- Converters).

Developing insights into why certain users aren’t converting lets them address the weak spots in approaching them. For this analysis, CompanyOne wishes to focus on the Back to School shopping season (July 15, 2021, to September 15, 2021).

CompanyOne wishes to obtain statistics of users, sessions, sessions per user, page views, average session duration, and bounce rate for these two segments (Converters and Non- Converters). Comment on these statistics.

Finally, evaluate the differences in user conversion by gender.

Provide screenshots to support your analysis.