Google Merchandise Store
The Challenge
Using the Google Canada Merchandise Store, we were required to analyze its performance on the Google Analytics account. The challenge was to come up with an area of the business for analyzing and understanding the sales performance of the Google Merchandise Store website.
Project Details
Project Aspects Explored
Data Analytics, Data Visualization
Type and Duration
Individual Project, spread over 2 Weeks
Output
Analysis Framework Document
Google Analytics Custom Report(s)
Analysis Framework Document
Analysis Presentation
Introduction
As Content Strategists, we are required to use data to understand and measure the performance of the work being done, this helps us to make informed decision about moving forward, i.e. persevering or improving, or pivoting the strategy according to the extent of change needed.
In order to make data informed driven decisions, it is vital to not only extract the data but also be able to analyze and present it to others in the organization in a way that it is easily understood. That in turn helps to keep everyone focused on achieving the primary business goal and facilitates inter-disciplinary collaboration between various professionals within the firm. Therefore, it is crucial to present the data so that it clearly and concisely relays information to those viewing it.
Analysis Question
“How can the Google Merchandise Store expand their product line by identifying sales trends through performance analysis of the top 10 products that have generated the highest revenue over the past two years?”
Time Period for Analysis: January 1st, 2019 – December 15th, 2020
Analytics Framework
For the Analytics Framework document, we were required to report the required information pertinent to the research and relevant to our analysis question. The goal was to be as detailed and specific in order to pull out data efficiently. Once the analysis question was identified and clearly outlined, we created a Custom Report in Google Analytics to gather the necessary data and then export it to an excel document.
(Please tilt screen and zoom)
We were also required to provide an Excel Report of the raw data and how we organized the information in order to understand the performance and uncover insights. The purpose was to make it easy to understand and created in a manner that would allow it to be updated at a later stages. Essentially, it would serve as a framework for running the analysis again to add/remove more data, thereby maintaining ease and efficiency of work.
The reports contains all metrics, dimensions and segments that were identified in the analytics framework document. A total of 11 custom reports were created – one for determining the top 10 products that have generated the highest revenue over in the time period and ten other reports were created for each of the products to extract data individually.
The analysis findings were then documented in a Presentation which walks the users through the question being addressed, what information was discovered along with next steps and/or recommendation(s). The presentation was required to address readers about what was being analyzed and the rationale behind it and should clearly identify what was data was looked at along with the findings. Pivot Tables were created in Microsoft Excel to visualize the information.