Reflection on Google Analytics Fundamentals Course and Google Analytics Platform Principles Course

The Google Analytics Fundamentals course and the Google Analytics Platform Principles course provided a good overview of Google Analytics. I am now better informed about different aspects of Google Analytics, such as metrics, KPIs, keywords, and how to generate different reports. I particularly found the section about separating employee clicks from user clicks helpful. We do not want to contaminate our reports by having employee clicks interfere, so learning how to generate filters that separate employee clicks was helpful. At my workplace, we do not have analytics software that separates employee clicks from other users, so our results are often skewed. We cannot accurately tell how many users click on different pages of our website. Using Google Analytics solves this problem. Both of these Google courses helped to further increase my knowledge about Google Analytics and I know feel more comfortable using its features.

BUS572 Week 4: Analysis of Search Engine Advertising

The most important concepts I learned during this past week in BUS572 were elements of search engine advertising and real-life examples of using Google Display Network. I really enjoyed the Anindya Ghose and Sha Yang reading titled An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets. This research focused on sponsored search metrics such as click-through rates, cost per click, conversion rates, and ranking of advertisements. I found the results of this research very interesting. Some of the results included an increase in click-through rates with the presence of retailer information and the presence of brand information in the keyword decreases conversion rates. I have a background in psychology, so reading this empirical research article was refreshing for me.

The second most important concept I learned during this past week is the real-world application of Google Display Network. We read an article about how the Jordan Brand used the Google Display Network to boost brand awareness and engagement. After Michael Jordan retired, his brand turned to its agency partner, Wieden + Kennedy, New York to help restart conversations about Michael Jordan. This team then utilized the Google Display Network to place a variety of display and text ads on blogs and fan sites. I thought this real-world example was beneficial because it shows the positive impact that Google's tools have on businesses. My team and I are looking forward to utilizing Google's tools to advertise for our client, The Thrifty Wargamer. What other real-world examples of companies using Google Display Network have readers found?

Jordan Brand logo. Image courtesy of Google Display Network case study.

The most important skill I learned over the past week is how to improve our Google Ad Words advertisements. My group and I initially created our ad groups, but after turning in assignment three, we realized that we wanted to edit the ad groups and keywords further. We were still unsure of how to use some features of Google Ad Words, so one of our classmates provided a tutorial after class and answered all of our questions. We are now more comfortable with using Google Ad Words and are looking forward to launching our ads during the next couple of weeks.

BUS572 Week 3 Blog: Emerging Trends and Google Analytics

During the past week, the most important topics I learned in BUS572 are emerging trends in search engine optimization (specifically usage data) and link popularity. I have been fascinated by the fact that websites can show advertisements based on products and services that users have searched for previously. Facebook is one site that comes to mind. Often, I am searching for clothing or shoes online, and then I will log in to Facebook and see advertisements for the exact clothing websites that I just visited. At first, I did not like the fact that Facebook knew what websites I was previously visiting, but after reading about usage data in class this past week, I find it a bit more interesting. According to our textbook, search engines use cookies to maintain a history of a user’s search activity. These cookies include keywords used and websites visited from the search engine. Google, for example, also uses other services such as AdWords, AdSense, Analytics, and Website Optimizer to track these metrics.  These tools help Google offer relevant advertisements to the user and also help promote business for the types of organizations that interest the user. Furthermore, I recently experienced this situation again over the weekend. Yesterday, I was searching for a Megabus trip. This morning, I opened Dr. Chung’s course blog, and an advertisement for Megabus appeared on the right side of the page. What do readers think—do you like the fact that search engines gather data about your searches and offer you relevant advertisements?

 

Megabus advertisement found on Dr. Chung's course blog. Photo courtesy of Google Ad on Dr. Chung's course blog. 

The second most important concept that I learned this past week is link popularity. Website users want others to link to their websites because doing so will help further promote the website and reach more customers. Our textbook identifies several ways to increase the likelihood that others will link to a website. These suggestions include writing excellent, valuable content; creating tools and documents that others want to use; offering games; offering software and widgets; and utilizing web public relations. My group’s client, The Thrifty Wargamer, has utilized these strategies to promote his business. The owner of The Thrifty Wargamer serves as the Editor-in-Chief of Play Unplugged, a community for wargaming enthusiasts. He then created The Thrifty Wargamer to serve as a retailer of wargaming pieces. The Thrifty Wargamer is linked to Play Unplugged’s website so community members have a website to visit and purchase wargaming pieces.

The most important skill I learned during this past week is how to use Google Analytics. The Google video that we were assigned to watch was very helpful in explaining the concept of Google Analytics and how to use its features.  My group and I are going to speak to our client about using Google Analytics. Since his business is only conducted online at the moment, it would be really beneficial for our client to use Google Analytics to track visits to his website and data about the visitors.

The past couple of weeks in BUS572 have been a good learning experience for me and my team. We have learned about how to create effective websites and how to use Google Analytics. We are looking forward to working with our client in the coming weeks and running our advertising campaign. 

BUS 572 Week 2 Blog: Generating Keywords and Webpage Layout

During the past week, the most important topics I learned in BUS 572 are A/B split testing, multivariate testing, and the basic layout of an effective webpage. A/B split testing is defined as testing two variables for statistically significant influence. Multivariate testing is defined as testing many variables to determine statistically significant influences on outcomes. I was an undergraduate psychology major, so I was very familiar with the use of A/B split testing and multivariate testing in psychology studies. Learning about these concepts from an online marketing perspective was interesting and refreshing. While these concepts still have similar meaning in both the psychology and online marketing worlds, it was fascinating to see these concepts applied to items such as email, pay per click advertisements, and online sales. What do readers think--have you seen these terms used in other fields of study?

The second most important concept I learned during the last week is the different characteristics and layout of a website. I have heard terms such as "landing page", "exit page", and "click-through rate" before, but I did not know what these meant. The explanation of these different elements of a website helped me understand the elements of an effective website. I do some website design for my job, so understanding these terms will help me at work. Furthermore, The Thrifty Wargamer's website is set up according to these guidelines. Their website is very easy to navigate and easy to place orders, therefore contributing to a positive customer experience.

The most important skill I learned over the past week is how to generate keywords using Google AdWord's keyword identifier and the basic layout of an effective webpage. Our team assignment two focused on creating ad groups and generating keywords for those ad groups. One of the first items that impressed me the most is the fact that Google offers all of these tools. I have been a casual Google user before the start of this class, primarily using Gmail, Google search, and Google Maps. I did not know that Google offered these other dynamic tools such as Ad Words, keyword generators, AdSense, etc. Using the keyword identifier tool was a really interesting and fun experience. The first ad group we created for our client, The Thrifty Wargamer, was Miniature Wargaming. Keywords generated from Google's tool included WWII miniature wargaming, wargame miniatures, and zombie miniature wargames. We then identified some negative keywords for this ad group and then generated keywords and negative keywords for our next two ad groups, Tabletop and War Games. The Thrifty Wargamer focuses on selling WWII, zombie, and foundry game pieces, so we definitely want to make sure these are included in our keywords. Furthermore, we contacted The Thrifty Wargamer to see if they had any suggestions for keywords. Ironically, The Thrifty Wargamer suggested many of the same keywords that we identified. My group and I were excited about this because we seem to be on the same level as our client.

                         Example product sold by The Thrifty Wargamer. Photo courtesy of The Thrifty Wargamer


Overall, I have learned a lot and developed some important skills during the past two weeks. I learned about A/B split testing, multivariate testing, and how to generate keywords in Google AdWords. My team and I also continued working with our client. We are looking forward to generating some ads in the coming weeks for our client.

BUS 572 Week 1 Blog: Creating a Blog and Conducting a Strategic Analysis

 During the past week, the most important concepts I have learned in BUS 572 is how to write a blog using the Google Blogger and how to perform a stategic analysis using Porter's Five Forces (covered in chapter 19 of the texbook). I have never written a blog, so writing this first blog was a good learning opportunity for me.  Blogging is defined as a personal website on which a person records opinions on certain topics or links to other sites on a regular basis (source: Google definitions). Blogging is an important tool in today's world and has taken communication to a new level. Blogging is relateively easy and allows anyone to communicate their thoughts to a wide audience. For example, my cousin maintains a blog called Cat in a Wedding Dress, a blog for newly engaged women planning a wedding in the Pittsburgh, PA area. This blog has enabled my cousin to showcase current trends for weddings and also spotlight local vendors, such as reception venues, florists, and hair salons (See Swank Hair Studio photo below). Highlighting these vendors has helped generate business for these establishments. Cat in a Wedding Dress is just one example of many blogs that help promote businesses online and create additional revenue. Therefore, blogs are an essential tool for online marketing and promotion.

Photo courtesy of Cat in a Wedding Dress

 

The second most important concept I learned this week is how to perform a strategic analysis using Porter's Five Forces. This topic is covered in chapter 19 of the textbook. Performing a strategic analysis includes analyzing customer bargaining power, barriers to market entry and threats of new entrants, supplier bargaining power, substitute products and services, and analyzing competitors and rivalry. Using Porter's Five Forces analysis will help my team and I when working with our client, The Thrifty Wargamer. My teammates and I can use Porter's Five Forces to help employees at The Thrifty Wargamer understand the attractiveness of their market. Even though the textbook states that Porter's Five Forces was developed before the Internet was created and therefore Porter's Five Forces could not be as valid today, I feel that each aspect of Porter's Five Forces can still be analyzed because basic marketing principles in Porter's Five Forces (such as competition analysis and threats of new entrants) are still valid regardless of the technology involved. What do readers think--do you think Porter's Five Forces is still valid in today's world?

The most important skill that I developed this week is how to set up a Google+ account. Setting up a Google+ account was critical for launching the blogger and other features used in this class. Setting up a Google+ account was easy, but it is a bit difficult for me to get used to its features. I did not know that users could upload pictures and add friends to their communication circles. Many features of Google+ remind me of aspects of other social media outlets, such as Facebook. Google+ has already been useful to me and my teammates because our client, The Thrifty Wargamer, has a Google+ account. We  have been able to learn more about The Thrifty Wargamer through their Google+ account.

Overall, the first couple of weeks of BUS 572 has been a good learning experience. I have learned more about blogging and social media. I have also become familiar with my client's business and am very much looking forward to working with him. In the coming weeks, I hope to become more familiar with Google blogger and ways to enhance my blogs further. I also want to become more familiar with Google+ and its features. I have enjoyed my first couple weeks in BUS 572 and am excited about learning more within the next couple of months.