Marketing Draw Insights from Marketing Data Project – Description
A/B Testing Proposal
You should use the Google Analytics account for the Merchandise Store. This is a fully functional account that gives you hands-on experience with analyzing the data.
1. Click here to access the Google Merchandise Store Demo Account.
2. Once on this page, click on the link “Universal Analytics property: Google Merchandise Store (web data).
https://analytics.google.com/analytics/web/?utm_source=demoaccount&utm_medium=demoaccount&utm_campaign=demoaccount#/p213025502/reports/intelligenthome
Project Instructions
In this project, you’ll be submitting a template composed of five parts:
Part One: Setting Goals
Part Two: A/B Testing Proposal
Part Three: Data Exploration
Part Four: Segmentation
Part Five: Analysis and Suggestions
Everything that you need to complete the project including instructions for each section is included in the template itself.
Part One: Setting Goals
Identify Key Business Objectives for use in your measurement plan (at least 3 but no more than 5)
Identify at least one KPI for each Business Objective.
Part Two: A/B Testing Proposal
For one of the KPIs identified in Part 1, you will outline a proposal for an A/B test.
Identify a variable that will have an impact on the KPI and metric
Determine a hypothesis for what you expect to happen. Your hypothesis should include the variable you are testing and an explanation of your reasoning for testing this variable.
Describe the steps you would take to perform the test. DO NOT ACTUALLY PERFORM THE A/B TEST.
Describe the steps you would take to determine the results of the A/B test.
Part Three: Data Exploration
Explore the data in Google Analytics and respond to questions.
For each of the questions provided, take screenshots that show what you believe to be the answers.
Provide written responses as indicated.
Part Four: Segmentation
Using the technique of segmentation, identify and show two different audience segments.
Audience Demographics
Technology
Part Five: Analysis and Suggestions
Using your existing data, you will analyze the current state of your business and provide recommendations for improving it in various ways.
Using the cost, revenue, and ROAS for campaigns, determine how you might achieve 20% growth.
Identify eCommerce changes that could be used to improve the business.
Create an updated technology stack that includes emerging technologies.
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