Saleh, Khalid, - s3.amazonaws.com … · Web viewLow carb, check. Protein, check. No Gluten, check. Low-cal to the point where a package of 8 cookies for breakfast fills me up and

MARK120 – Week 6P: Web Analytics Consultation Project

Egbert Batchelor

Bryant Stratton College

Correspondence concerning this article should be addressed to

Professor Laura Engin

Email: [email protected]

This research was supported diligence of this paper is based on the material and sources

mentioned herein, by the authors.

(initial) Authors:

This research is compiled by Vicky Williams of Bryant Stratton College Albany – pursuing

bachelor’s in digital marketing (Major, 2019), Sheri Byrne of Bryant Stratton College Online –

pursuing bachelor’s in digital marketing (Major) and Egbert Batchelor of Bryant Stratton College

Online – pursuing bachelor’s in digital marketing (Major, 2020).

MARK120 - Portfolio Project 2

Authors’ Notes

Revised/finish project by E. Barry Batchelor. Please see author’s signature at the end of this

project, also the notes on reference page in accordance herewith.

Abstract

This project is written to unmask the fruition from engaging pristine marketing techniques,

marketing strategy, segmentations, and competitive intelligence to remedy and reach important

marketing outcomes. Allyssa’s Bakery is well position to be repurposed into enhanced by KPIs

Keywords Web Analytics Report, Conversion Rate and Bounce Rate reporting. Clearly, an

interchange of both comparative and contrasting between such KPIs, and Keyword Reports,

Conversion Behavior Reports and Funnel Report can prove to be the winning conflation. If the

Bakery executes according to the recommendations, it will inundate its weaknesses by its

strengths. The essential question asked is the essential question answered, appropriately. This

analytical essence is embedded in the question - “How do techniques in Web Analytics work

best to augment Digital Marketing outcomes and the efficacy from research work?” The answer

streams from the graceful discourse to analytical consultation for Allyssa’s Bakery cookies.

Keywords

Web analytics reports, analytics, essential question, traffic acquisition, cookies, marketing

strategy, the testimonial, Bounce Rate, KPIs, Keywords, Web Analytics Report, Conversion

Rate, Bounce Rate reporting,

MARK120 – Web Analytics Consultation Project


Introduction:

History reads that traditional advertisement of billboards, television and newspaper, for example,

were predominately guesswork and faith-based endeavors. During that craze, marketing pundits

allege success to showcase their good works when good was never good enough - at least not

anymore. Now the ghosts of our fleeting failures disappear with such mediocracy at the

emergence of analytical work. In Digital Marketing, web analytics lead to a revamped of that

shot-in-the-dark compromise for enrich organic web traffic – to compile bulls-eye success after

fewer marketing attempts. Today, marketers are learning to use their craft, in order to realize far-

reaching marketing analytics and to analyze, and breath different strategic plans. The trending

significance is that Web Analytics raises the bar in Digital Marketing as clear-eyed as marketers

can see and know what to do and how to hone behavior and outcome of their customer web

experiences.

Goodbye guesswork!

Today, the accounting approach is to improve the bottom-line and with a business plan to

customize the market capabilities, which conflates into exponential growth. Analytics, on the

other hand, rest at the heart of marketing while segmentation empower analytics and marketing

to work better. That is, customer segmentation makes smart marketers to elicit greater results

from analytical extrapolations and matching contemporaneous customer demands for feedback.

This is that clear-eyed conversion rate enhancements or plain improved sales. Essential question

ready!


Essential Question:

Now, the essence of this project is about the essential question;

How do techniques in Web Analytics work best to augment Digital Marketing outcomes and the

efficacy from research work?

Hello to an all commonsense marketing!

Now, the essential question provokes critical thinking on this renewed marketing craft. The ideal

way to avert the frivolous periphery to marketing focus for ingenious steps to remove proximal

frivolity that affects our marketing. The consideration is to spend money properly for “Money is

king” or of supreme importance, (writingexplained.org, n. d. – this expression became popular in

the late 1900s). These days customers want full disclosure before they consume goods and

services and that such delivery is by socially responsible businesses - passing their goodwill of

entrepreneurship. Essential questions discussed!

A. Business:

Alyssascookies.com as Alyssa’s Bakery - 4300 US HWY 1, Jupiter, FL 33477

B. About This Business:

Alyssa’s Bakery makes the decadence of non- GMO, low-calorie, high-fiber, and delicious

cookies, since 2010. For 8 years now, Mark Cuban from Shark Tank made his testimonial about

these cookies. Alyssa’s Cookies are mainly in the southeastern American states; in Texas,

Oklahoma, and even New York, and California. I visited a local supermarket in Pennsylvania


and bought 2 packs for sampling and to see how well this is being marketed, there. They are only

$4.99 for 8 cookies with a $0.50 off at my local supermarket and $5.95 on their website.

Sales & Marketing Goals for Alyssascookies.com

The sales and marketing goals of Alyssa’s Bakery can go beyond - to maximize internet sales of

these unique gourmet products and find a niche market of vegan lovers. In addition, to single gift

purchases, they need to also increase the share of the wholesale [B2B] and retail supermarket

segments. Also, they can initiate an A/B and Multivariate tests of their website and home pages -

to hone the content, brand, and to beef up organic traffic. Additionally, new web testimonials

ought to be updated on a 6-month rotation.

How do the techniques in Web Analytics work best to augment Digital Marketing outcomes and

the efficacy from research work? Essential question, amplifies!

The business wants to improve customer conversion rate while increasing supermarket

outlets, and to find a vegan market niche. The goals matrix here is to increase wholesale business

(B2B), improve conversion rate (B2C), and inversely reduce customer Bounce Rate) from the

web analysis reports. The citing regard for KPIs is an ability to do competitive research on

keywords, to wholesale, and to retail organic vegan, non-GMO cookie sites – plain competitive

intelligence. Now, Allyssa’s Bakery must improve vegan sales as a primal step towards reaching

increased conversion rate - through supermarket outlets distribution. Why? It offers a healthy

oriented product that vegans will crave for. Hence, the following tests; (1) Keywords Web

Analytics Report, (2) the Conversion Behavior Report and the (3) Funnel Report - as under the

choice measure goals for capturing wholesale business, reducing bounce rate and increasing

conversion rate/web sales.


- Compare and Contrast Web Analytics -

A vegan cookie alternative - Alyssa’s Healthy Vegan Bites or Love at first bite, is a welcomed

marketing brainstorm. Here is one of the answers to the essential questions that is indigenous to

web analytics, in marketing.

The Key Performance Indicators (KPIs) are a show of techniques and technology at work! These

core objectives are about Compare and Contrast in Web Analytics and to focus on this project

under 3 important KPIs, to this business - namely;

(1) Keywords web analytics report, the Conversion behavior report and the Funnel report

are excellent tools to measure our goals of capturing wholesale business and increasing

conversion rate/web sales. However, the Keyword web report, I feel, will be just as good

a metric to show usefulness because it will show which keywords and combinations are

performing well specifically for wholesale vs retail. Also, we can make sure we are

maintaining sales in the consumer segment as well. Competitive Intelligence: There is

also the ability to do competitive research based on the keywords being used by other

wholesale and retail organic vegan, non-GMO cookie sites.

(2) KPI: Conversion Rate – core significance is to ascertain what works, what does not

work, and to get data by channel, keywords, and other sources. Conversion rate or

customer sales is the most effective telltale sign that any business can have if they are to

shape an effective marketing strategy.

(3) KPI: Bounce Rate – to show percentage of total visitors against those not making a

purchase, and to know why visitors do not get to their content-goals. This is another vital

indication of what the customer experience is by telling us why most visitors who do not


convert into a sale outcome and the percentage of total visiting users emanating this

result. This helps a business to know how to fix this problem and to redress the heart of

what causes it in the first place – mitigating this issue against rising deficiencies.

How do the techniques in Web Analytics work best to augment Digital Marketing outcomes and

the efficacy from research work? How is the essence being realized?

These KPIs embolden the growth trajectory for reaching improved conversion rates and to

expand marketing results by having more supermarket outlets. Therefore, the realization of this

essential question rests within this focus. By comparison and contrast, the best execution order is

to conduct Bounce Rate matrix to determine what this is. Then the Keywords Web Analytics

Report shows the usefulness or the lack in effective use of keywords that premises the high

bounce rate. The root of the problem must be identified. Last of all, to look into the inversion of

the Bounce rate versus Conversion Rate is to identify the co-relation and fix both problems by

fixing either at the benefit of the other.

Comparisons:

Strengths: excellent healthy cookie product, testimonial from millionaire Mark Cuban, great

narrative on the sense of product origination.

Weaknesses: below standard web site and webpages, low reaching market strategy, more

defined persona to include the vegan, need for segmentation of such group and supermarket

outlets.

What are the strengths of these KPIs in context to the goals of Alyssa’s Bakery? Comparatively,

the (1) Keyword Reports helps to show which keywords and the combination sets of such words

that perform well especially for wholesale vs retail sales. In this example, it is clear that


improved conversion rates on depends on consumer segmentation. The bakery must get analytics

on vegan market path and preferences. Simply stated, this Bakery stands to benefit from the best

selected keywords to initiate a campaign, which lures vegan consumers fruition of their sought-

after goals - improving its conversion rate.

Another choice is the (2) Conversion Behavior Report that shows optimized micro and

macro conversions through a call-to-action insert, on the website. Micro conversion leads to a

better Macro conversion may be a blog or a simple download or a curated health questionnaire to

enhance their buying experience - a gratifying move. Another benefit, this report helps to

determine when it is the right time to initiate an A/B test for a separate landing page for

wholesale customers (B2B) versus retail customers (B2C). In this way, the Bakery knows when

to and what changes to make. Since the current site does not nurture the growth of retail stores,

there is a deficiency in organic inquiries for enough wholesale clients. The business may use the

report of conversion behavior to chart a path for consumers, making such into full sale

transactions.

The final choice is the (3) Funnel Report because we need to determine when, where and

what to manage in, out and about the client behavioral deviation from their initial interest in the

product or service, on our website. This report helps to tell us where in the sales process more

attention is needed. For example, Alyssa’s Bakery, as a retail grocery store could have reached

out to a company looking for pricing and billing terms but never follow through on their query.

Proper action is, that bakery must determine what action to take, in order to build a relationship

and nurture that prospective client. This funnel report helps the bakery to enhance retail sales by

letting it know if there is a high cart abandonment rate needing to be rectified. Then the bakery

can narrow down the dos and don’ts about a customer, to arrive at preselected outcomes.


How do the techniques in Web Analytics work best to augment Digital Marketing

outcomes and the efficacy from research work? How is the essence further realized on a

comparative platform?

It is clear that improved conversion rates pivot on consumer segmentation – vegan group

segmentation, so the Bakery can know what and whereabouts of the digital presence and the

journeyings of vegans. This business must use the conversion rate behavior to chart a path for

these consumers from knowing how well they convert on other websites and plan their

conversion on its own - into full sale transactions.

Contrasts:

Strengths: excellent healthy cookie product, testimonial from millionaire Mark Cuban, great

narrative on the sense of product origination.

Weaknesses: below standard web site and webpages, low reaching market strategy, more

defined persona to include the vegan, need for segmentation of such group and supermarket

outlets.

With those strengths-to-weaknesses interplay, can Alyssa be emboldened against potential or

present weaknesses? Well, using a properly executed keywords, work well during the initial

stages in marketing and could send the consumers plummeting in the right direction. The bakery

(better stated, the marketer) ought to know what keywords represent its business well on both

online and offline settings. The keywords used ought to lead to better conversion behavior

reports for a contrast between both scenarios must work for the Bakery. The contrast is effective

keywords against not-to-effective keywords, and their separate outcomes. That makes the


performing of fixing or honing, easier since improperly executed keywords clearly get them

nowhere. The Bakery will learn from such contrasts.

So, the conversion behavior report could show the analytics of a customer who

anticipates great content but did not get it. Raised to that backdrop, the consumers bounce from

an allegedly heavy investing diligence in marketing, becomes a waste of money. Delivery of

impeccable content mitigates our shameful losses. The aim is that a consumer converts and

converts within a reasonably timeline, before that customer can bounce away from the site. The

content that answers their query and can guide the consumer into a fruitful place, squelches

settlements and mediocrity for low satisfying content expectations. The Bakery must funnel their

behavioral path into successful conversions and sales.


outcomes and the efficacy from research work? How is the essence further realized on a

contrasting platform?

When effective marketing is on juxtaposition against poor marketing, the difference will point to

why and what to do about making completes. Improper keywords versus effective keywords is

an example, in contrast. This attests to the marketing functionality that Alyssa can embark upon

a winning strategy, in marketing.


Strategic Summary Dashboard

Another critical step in this web analytical project is to chart a dashboard for ease of marketing.

This synopsis is about how to make KPIs work, well. In considerations of such steps the

recommending web strategy includes the three website changes in the dashboard. These will -

1. Market Shift to attract Vegan consumers: The sales and marketing goals are to

maximize internet sales of these unique gourmet products by penetrating the niche market

of vegan gift givers/receivers.

2. B2B Retail to Supermarket Outlets: In addition to single gift purchases, they need to

also increase penetration into the wholesale B2B retail supermarket segment.

3. More frequent Update of testimonials: Lack in updating of testimonial.

4. Pristine Cookies Arrangement Presentation on Landing Page: Presentation of

Cookies on Landing Page to follow more persuasive and inducing to taste format.

5. Exit Surveys/Thank You button: The use of surveys to allow for segmentation and

ways to hone web pages

6. Segmentation: to make a cognitive appeal to market niche, lifestyles and behaviors

THIS SECTION IS INTENTIONALLY LEFT BLANK


The layout of this dashboard will be as follows:

Strategy Summary dashboard


outcomes and the efficacy from research work? How does the essence further make this work on

the dashboard platform?

At this juncture, Alyssa must take these executive steps while thinking about the value of

making these considerations. The Conversion behavior report and the Bounce Rate at best give

answers to reaching its goals – arching to a wholesale capture of business and increased

conversion rate/web sales. The crucially important Keyword report will be able to show which

keywords and combinations are performing well specifically for wholesale vs retail. The


consumer maintained (conversion) sales within their segment as well. The further ability to do

competitive glean or intelligence about proper use of keywords by competitors can earn

deserving sales on wholesale, and retail, and organic vegan, non-GMO cookie outcomes.

Conclusion:

This Web Analytics Consultation Project is about engaging the marketing techniques,

principles and marketing strategy by competitive intelligence for best results. The marketing

question answered is become the resolution for Allyssa’s Bakery. By KPIs Keywords Web

Analytics Report, Conversion Rate and Bounce Rate reporting, the comparation and contrast of

KPIs, and Keyword Reports, Conversion Behavior Reports and Funnel Report make sense. The

“How do the techniques” essential question answers by analytical consultation for Allyssa’s

Bakery cookies, attains to their goals and will increase wholesale business (B2B), conversion

rate (B2C), and to reduce customer loss (Bounce Rate) – as the best way these web analysis

reports work. Hence, the strengths inundate the weaknesses, emboldened by supporting matrix

and KPIs. The businesses demand for efficacy in material to their investment [ROI]. The right

thing to do is to execute what web analytics reporting emanate and get the essential question

answered!

Conversion behavior report: What about sales and the time it takes to decide to make a

purchase? This business needs micro and macro conversions and a call-to-action, in place on the

site. Allyssa Bakery needs to benefit from an A/B test of a separate landing page for wholesale

customers.


Funnel report: We need to determine at which point in the process for those clients we are

managing to attract are being lost. This report will be able to tell us where in the sales process

more attention is needed. This is a way to maximize retail sales and reduce or fix a high cart

abandonment rate.

Opportunity Cost

The opportunity cost relates to doing or avoiding taking these steps? This a real cost trade-off or

opportunity cost realized in not utilizing a web analytics strategy. In such assumptions, the

Bakery loose accordingly.

Risk versus Rewards: (John Spacey, 2016, Dec. 21): It risk of doing

nothing compared to doing something is the matter of a forfeiture or non-

forfeiture of reward

Product versus Product: (John Spacey, 2016, Dec. 21): The Bakery can

focus on the product or just the money to the exclusion of the customer.

Education versus Work: (John Spacey, 2016, Dec. 21): The importance of

educating the stakeholders to ensure synchronization and all business

levels.

Cost versus Quality: (John Spacey, 2016, Dec. 21): When we look at the

cost of the cookie versus the quality of it, the company loses when they

turn a blind eye to quality.

Sales vs Visits: Conversion rate increases experience; Alyssa must see the

inversion between cost and quality. On is to the exclusion of the other,

always, analogous to bounce/conversion rates.


TESTS: missed opportunity is conducting sales to see market shifts, price

shifts and persona shifts, in real time

EFFECACY: missed opportunity on discovery by video and product tours

and simulation. Consumers could be empowered to (subjectively) make

their cookies online – do-it-yourself schemes.

/s/ E. Barry Batchelor, Sheri Byrne & Vicki Williams

06/08/2019

(Revised, 06/16/2019)


MARK120 – Portfolio Project Grading RubricCriteria Excellent Average Needs Improvement Points

Overall Project50 Points

50 – 45 pointsStudents provide a detailed, well-thought out, and insightful project, that includes all the required components: company summary, KPIs, web analytics, and summary dashboard. The project begins with a descriptive introduction and ends with a thoughtful conclusion. Each section contains all required components and is completed in a professional manner.

44 – 36 pointsStudents provide a detailed and well-done project that includes most of the required components – one section may be missing. The project contains an introduction and conclusion. Each required section is present, but not fully completed. Students provide some details, but do not give enough to support the KPIs, web analytics, or strategies that they’ve chosen.

35 – 0 pointsStudents provide a project that is limited in detail and does not include two or more of the required sections. An introduction and/or conclusion is missing. Students do not provide any details to support the KPIs, web analytics, or strategies that they’ve chosen.

50

Organization30 points

30 – 25 pointsIntroduction sets a clear understanding of the company and its goals. Each section of the project is easy to transition through. Each section is in the proper format, as per the instructions.

24 – 20 pointsIntroduction slightly lacks clarity on the company’s goals and does not provide a clear project overview. Each required section of the project is present but is not in a format that flows. Each section is in its proper format.

19 – 0 pointsIntroduction is confusing or vague and company goals are not addressed. Some content is missing or is not properly formatted. 30

Mechanics20 points

20 - 19 pointsNo major grammar, punctuation, or spelling errors.

18 - 13 pointsTwo major or four minor grammar, punctuation or spelling errors. Errors detract from, but do not take away, the attention to the reader.

12 – 0 pointsFive or more errors. Errors detract from the meaning of the project significantly. Unclear sentences that make it hard to understand meaning.

30

Instructor Comments: SEE BELOW!

Total Points: 100

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MARK120 – Portfolio Project Reflection Grading RubricCriteria Excellent Average Needs Improvement Points

Reflection PowerPoint Slides50 points

50 - 40 pointsSlides are organized and easy to read. Font color, size, and style are appropriate. Slides are in bullet-point format and do not include any mechanical, spelling, or grammar errors.

30 - 20 pointsSlides are generally organized and easy to read. Font color, size, and style are appropriate. Slides are mostly comprised of bullet-points with some longer sentences. Reflection exhibits 1- 2 mechanical, spelling, and/or grammar errors.

10 - 0 pointsSlides are disorganized and font color, size, and/or style are not easy to read or appropriate. Slides composed of full paragraphs with few bullet-point ideas. Reflection exhibits 3 or more mechanical, spelling, and/or grammar errors.

Reflection Voiceover Presentation50 Points

50 - 40 pointsStudent’s voice is clear, easy to understand, and confident. Tone of voice is varied, and pauses are used to highlight main points and show excitement for the subject. Slides are not read verbatim. Maximum of one instance of non-word usage is noted.

30 - 20 pointsStudent’s voice is generally clear and easy to understand. Tone of voice is varied at times to highlight main points. Student reads verbatim only occasionally. Two to five instances of non-word usage are noted.

10 - 0 pointsStudent’s voice is not clear and/or hard to understand. Tone of voice is not varied to emphasize important points. Many slides are read verbatim. Five or more instances of non-word usage are noted.

Instructor Comments:

Students research and articulated along analytical comparisons/contrasts, and use KPIs, and segmentation, and competitive intelligence techniques to complete task.

Total Points: 100

18


Reference:

AlyssaCookies.com (2010) Alyssas’s login Page, Business Website, https://alyssascookies.com/

Saleh, Khalid, (2016, May 30th), 7 essential Google Analytics reports every marketer must know, Search Engine Land, retrieved from;

https://searchengineland.com/7-essential-google-analytics-reports-every-marketer-must-know-250412

Spacey, John, (2016, Dec. 21), 7 Examples of Opportunity Costs, Simplicable Guide, retrieved from;

https://simplicable.com/new/opportunity-cost

WritingExplained.org (n. d.), What Does Cash Is King Mean? Writingexplained.org, retrieved 0n 06/16/2019 from;

https://writingexplained.org/idiom-dictionary/cash-is-king

https://simplicable.com/new/opportunity-cost

https://alyssascookies.com/

19


Author’s notes:

Read more on opportunity costs: https://www.webucator.com/blog/2010/04/web-analytics-benefits/

Project template from Bryant Stratton College – APA Style on BSC Black Board

Dashboard source:

https://www.google.com/search?

q=executive+dashboard&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiLqafy7OfSAhUF7oMKHXMPDzIQ_AUIBigB&biw=123

7&bih=825

Testimonials:

“I love, love, love Alyssa’s Oatmeal Cookies. I don’t just eat them; I live on them. It is not an exaggeration to say there are days when I have had them for breakfast, lunch, and dinner. Why? I call them my craving killers. With 3 young kids it used to take all my willpower to walk by their sweets —I lost that battle often.

https://www.google.com/search?q=executive+dashboard&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiLqafy7OfSAhUF7oMKHXMPDzIQ_AUIBigB&biw=1237&bih=825



https://www.webucator.com/blog/2010/04/web-analytics-benefits/

20


But now any sweet craving is satisfied with Alyssa’s Oatmeal Cookies. Fiber, check. Low carb, check. Protein, check. No Gluten, check. Low-cal to the point where a package of 8 cookies for breakfast fills me up and is about 350 calories for the entire package. If I had more space, I would write more. I LOVE these cookies and literally live off them. Try them. You will thank me!” - Mark Cuban

Documents

Saleh, Khalid, - s3.amazonaws.com … · Web viewLow carb, check. Protein, check. No Gluten, check. Low-cal to the point where a package of 8 cookies for breakfast fills me up and