Essay Digital Marketing for Tourism and Hospitality – Marketing Assignment Help

Assignment Task

Task Description

The purpose of this assessment is to explore your knowledge and skills in assessing the role of digital marketing in maintaining customer relationships. You will analyse a simulated Merchandise Store (Google Merchandise store) with macro-environmental analysis tools and a popular digital marketing analytics tool called Google Analytics.
You will refresh and expand your knowledge of Google Analytics and explore how the tools can be used to improve site traffic through social referrals and paid/organic search. In this assessment, you will have to use the Google Analytics Demo Account to learn the structure, vocabulary and features of Google Analytics. The Demo Account is a fully functional Google Analytics account linked to the company’s online merchandise store. In this assessment, you will also propose on this merchandise store to be a tourism promotional store too that will promote Australian made local products and souvenirs to tourists and potential online customers.

Organisation: Google Merchandise Store (Simulated Environment Store)

The Google Merchandise Store (in Mountain View, California) is the official Google Merchandise store.
Due to strategic reasons and the Google Merchandise Store is considering a possible Australia/New Zealand based Tourism Merchandise Store. This is because that there are lot of customers that are either coming to the site from AU/NZ or because a lot of potential customers are looking for Australian or New Zealand based locally made products and souvenirs.

In addition to the generic Google Analytics task, you will also identify the possible market in Australia for their e-commerce store and evaluate the potential of visitors coming from Australia and New Zealand.

Part 1: Set up Google Analytics Demo Account
Google Analytics Demo Account: https://analytics.google.com/analytics/web/demoAccountIf you do not already have a Google Analytics account, you will be prompted to create one. The information you see on the Demo Account provides a view of the data you would have access to from a Google Analytics account connected to an active website.

Part 2: Analysis of Google Merchandise Store in Google Analytics
Using the Google Analytics sections of Audience, Acquisition and Behaviours you will identify some statistics and critical visitor information related to the store on various dimensions. This will help you on your decision making for Part 3. Details as follows.

Section 1. Audience
a. What day in 2020 had the highest number of active users in the store? How many users?
b. In 2020 there were 12,318 visits to the site by users from what country?
c. In the whole year of 2020 how many visitors from Australia and New Zealand visited the site?
d. What 3 measures does Google Analytics use to show audience engagement?
e. What percentage of users in 2020 accessed the site using a mobile device? In 2019?

Section 2. Acquisition
a. What was the overall E-commerce Conversion Rate in December 2019?
b. What was the top referral site in December 2020? How many referred users?
c. What was the most successful Ad Words campaign in 2020 in terms of revenue and what was the revenue?
d. How much did the Google Merchandise Store spend in total during 2020 on paid search queries?
e. Which of the following Google brand merchandise had the highest number of sales in 2020? Mention the product brand such as Google, Google+, YouTube, Android, or Alphabet and also identify the product revenue amount.

Section 3. Behaviour & Conversions
a. What was the average bounce rate between Jan. 2019 – June 2019?
b. What day and date in January 2020 had the highest number of unique pageviews?
c. What was the most popular site search term (i.e. – term users searched for using the onsite search engine) in 2020?
d. What is the most popular page (exclude the google+redesign pages) in 2020 in terms of number of page views?
e. According to the conversions and goals data of Google Merchandise Store in the year 2020, what is the total number of goal completions? How many users have purchase Completed (Goal 1 Completions)?