Cody Lardizabal

GOOGLE ANALYTICS DEEP DIVE REPORT OCTOBER 2019 Based from the Google Analytics Dashboard from our website, I took the initiative of making a deep dive analysis so we can also look at the next steps to take. Here is the screenshot: INSIGHTS ● Direct channel as a source might be a bit tricky and unreliable since it can generally mean untracked source. This could also be from in-house developers or marketing staff doing QAs or test purchases UNLESS if GreekHouse have on point branding, offline marketing or affiliate marketing since high direct visits plus high organic usually means brand recognition. ● With direct and organic marketing high and basing from the screenshot, they may have already been aware of Greek House and goes to the site directly or may have bookmarked it. It may have been from word of mouth and here’s my strong hunch -- most likely these came from the referrals or an affiliate marketing which is Campus Managers in this case. ● GreekHouse is doing good on social media marketing as well since more than 20% of traffic comes from social media. I guess it is safe to assume that these came from IF and FB ads. ● Most conversions came from organic search; meaning, these are visitors who may have searched for print-on-demand keywords in google. ● While affiliate marketing is doing great and social media is relatively doing well, it might be good to reconsider re-targetting ads. (Not sure if pixels as been installed) ● There are big opportunities for engagement on the social media platforms -- this explains its low conversion. THINGS TO LOOK AT OR ACTION ITEMS: ● I would have my marketing team continue boosting on SEO -- especially that high conversions came from organic search. ● Social media marketing is relatively doing well with 20% of from a traffic standpoint; however, I would also re-consider boosting re-targeting ads to help conversions. ● Speaking of Social as a channel, I can safely assume that most are from IG (with IG having 41.8k followers versus FB with just 900+ followers/likers), I would also leverage on boosting the FB page as well since this is also a platform where my target audience are. ● With big opportunities social media as a channel -- I noticed that there has low engagement. I would have my marketing team: ○ Engage in IG (there were no response on comments) ○ Consider re-targeting strategies - Since I have visited GreekHouse numerous times and I do not remember seeing a sponsored ad retargeting me ○ Consider reviving content strategies for the FB page ○ Start a chatbot. Most successful e-comm has been leveraging on messenger marketing; that said, this lacked from FB. While GreekHouse might be doing great with its affiliate program and relatively doing good with SEO, I would start improving its social media strategies this time with the abovementioned -- taking into consideration that GreekHouse target audience are not only IG users but also heavy FB users. ● Continue the Campus Manager program as an affiliate marketing strategy since it’s working very well from acquisition to conversions.