Course 7: Google Analytics
Project Title : Analytical Assessment and Performance Enhancement in Digital Marketing
Project Overview:
● In this project, you will analyze Google Analytics data to gain insights into the sales performance
of Google’s demo account (Merchandise store).
● Additionally, you will identify underperforming products for the given time period and propose
strategies for improvement.
● This project will provide you with practical experience in leveraging analytics to optimize
digital marketing strategies and enhance overall business performance.
● For this project, you need to consider dates covering from January 1st, 2024, to March 31st, 2024.
Note: Please use the following link to access the account and analyze the data:
https://analytics.google.com/analytics/web/?utm_source=demoaccount&utm_medium=demoaccount&
utm_campaign=demoaccount#/p213025502/
(Google has two demo accounts - Flood it! And Google Merchandise Store. You only have to consider
data of the Merchandise store)
Task 1: Data Collection and Preparation (30 marks)
● Identify the most visited pages between January 1st, 2024 and March 31st, 2024.
● Identify significant events occurring on your website, including both the most frequent and least
frequent occurrences.
● Create a funnel to explain the dropout rate at each stage of the user journey from March 1st to
March 31st, 2024.
● Suggest ways for Google Merchandise store to improve these metrics. Provide detailed
suggestions.
● Give audience insights (demographics and interest) for the store based on GA4 data.
Task 2: Sales Analysis (30 marks)
● Analyze sales patterns from January 1st to March 31st, 2024, considering revenue, sales
volume, and average order value (AOV) over this period.
● Create visualizations (charts, graphs) to illustrate data.
● Interpret key insights from the sales data.
● Identify 3 top performing and 3 worst performing products.
● Suggest detailed strategies to improve the sales of poor-performing products.
Task 3: Identification of Underperforming Products (30 marks)
● Identify products that have shown consistent underperformance over the above mentioned three
months (January 1st, 2024 to March 31st, 2024).
● A week-by-week breakdown for Feb last week to March last week 2024.
● Suggest actionable recommendations to improve the performance of underperforming products.
Presentation and Documentation (10 marks)
● Prepare a professional presentation summarizing your findings, insights, and recommendations.
● Clearly communicate key points and insights to your audience.
● Provide a comprehensive report documenting your analysis process,
findings, and recommendations.
● Provide an explanation to each screenshot.
Submission Guidelines:
● Create the presentation using Google Slides or Canva.
● Save the presentation as a PDF file and then convert it into a zipped (.zip) folder.
● Upload the zipped folder on your respective dashboard..
● Failure to comply with submission guidelines will result in no grading/0 marks.
How to ZIP a PDF file:
● Put all of the PDF documents you want to compress (or just one) into a new folder.
● Right click on that folder.
● Select the “Compress to ZIP file” option and then click “Compressed (Zipped) folder.”
● A new .ZIP file will be created that contains your document(s).
Note:
● Plagiarism will result in a penalty, including possible project disqualification.
● The project will be evaluated based on the quality of analysis, depth of insights, clarity of
presentation, and feasibility of recommendations.
