This is a college project, any help you can give will be welcome. Company xyz wi

Question

This is a college project, any help you can give will be welcome.

Company xyz will be available on all major wireless networks as well as the PC and TV, it gives viewers the ultimate universal remote – one that connects them to a world of programming and a network of other passionate viewers. Assume a pre-launch site was released two months ago. Some of the content has been built – but the final site is yet to be released. At the bottom you will find performance metrics currently tracked by company xyz for the pre-launch site.  Answer the following:

a) discribe the high level analysis you see in the reports, how you would make use of this data (if you want you can use graph here)

b) will using more money help bring in visitors? If yes then in which department ? What other actions you would suggest to improve response?

Date 3/1/08 3/31/08 4/15/08 4/30/08 Paid Search 10216 10711 15839 12650 % Paid Search 9% 11% 12% 11% Natural Search 12486 18502 38277 27600 % Natural Search 11% 19% 29% 24% Online Ads 13621 12659 9239 16100 % Online Ads 12% 13% 7% 14% Direct/Bookmarks/Other 77185 55505 68634 58651 % Direct/Bookmarks/Other 68% 57% 52% 51% Engaged Visits 73188 63729 78258 74140 % of visits that are Engaged 64% 65% 59% 64% Content Descriptions 11687 8428 13868 11540 % of Visits went into Content Descriptions 10% 9% 11% 10% Pricing Plans 16263 13795 11653 12457 % of Visits that went into Pricing Plans 14% 14% 9% 11% Free Trial 14874 10762 16003 14501 % of Visits that went into Free Trial 13% 11% 12% 13% Visits 113508 97377 131989 115002 Unregistered Visitors 78724 66121 89623 83821 Registered Visitors 7156 7651 10370 3707 Unique Visitors 85880 73772 99994 87528 Site Conversion Rates (Sign-Ups) 1.2% 1.1% 0.7% 0.8% Display Click Rate 0.9% 1.0% 0.9% 0.9% Total Cost Per Click (Online Media) $1.48 $1.65 $1.45 $1.52 Online Media Spend $264,262.00 $226,708.00 $189,652.00 $234,687.00 Direct Marketing Spending $39,639.00 $90,683.00 $86,041.00 $80,322.00 Traditional Media Spending $418,114.00 $294,721.00 $451,664.00 $304,836.00

Explanation / Answer

Solution:

a.Describe the high level analysis you see in the reports, (if you want you can use graph here)

Since the data is only for 2 months, we would not plot the graphs. We would try to see the pattern on each parameter and try to estimate the probable causes for the same

Paid search: is showing a stagnant pattern in % terms as a % of total searches (paid + unpaid searches). However in absolute terms it has shown a good jump of almost 5000 additional in week ending 15 April. This could be attributed to additional number of unique users in this period and the additional spending on Traditional media.

Natural Search: has also shown an abrupt increase in the week ending 15 April owing to the 2 reasons driving th paid search as mentioned above.

Online Ads: We can see online ads as constant or decreasing in the data samples which shoes a clear correlation with the online media spend during each duration. Also the remarkable dip in week ending 15 April could be attributed to the equally remarkable dip in online media spending.

Free Trails: The % of visits which translates to free trials has shown a constant pattern depicting the common phenomenon and an average of a huge population of how many visits translate to free trials

Content description: % of visits that went into content description also shows the same pattern as free trials and thus they are not correlated to any of the marketing spends.

b. how you would make use of this data, what type of analytics plan would you create, and what actions you would suggest to improve response.

This data can be used to analyze the growth in the number of visitors to the site thus indicating the growth in the popularity of the website and thus the company, expected growth in the sales which originates from awareness of the people about the products of the company, The number of visits that went into pricing plans indicates a clear acceptance of the product in terms of features and the final decision of price comparison with competitors running in their prospective consumers’ mind. (the higher this number the better it is and then if it does not translate to an equal or higher number in sales, means the company needs to look into its pricing plans), Site conversion rates are relatively low and thus the company needs to deploy some other innovative ways to push up the conversion rates (simply increasing marketing spends will not achieve desired results), the correlation between spends and other (or all of these)parameters.

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