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Web Analytic Principles Report
MARK120 Project: Web Analytic Principles Report
Egbert Batchelor
Bryant Stratton College
Correspondence concerning this article should be addressed to
Instructor Brandon Kern
Email:
This research was supported by the research and diligence of the author by on Target.com, other
sources and extrapolations taken from and such analytics to this case-study.
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Web Analytic Principles Report
Abstract
This project outlines the strategy, marketing competitiveness of Alisha Nycole & Co., and the
engaged dynamisms to make it a forceful contender in this industry. It will take an imaginative
clout and counterintuition to get this charismatic work of competitive intelligence, segmentation,
and how these can help to unlock educated the genius of this business. This market evolves from
known factors of several participants. Alisha is to practice enough to produce great work. The
outline of web analytics is in this dashboard setting, which references further analytics. This is a
sampling to model given range for way to engage a robust strategy.
Keywords
Web analytics, Alisha Nycole & Co., Competitive Intelligence, Segmentation Acquisition,
Segmentation Behavior, Segmentation Outcome, dashboard, Internal Site Search.
Company summary
Brief background of the company:
About the company; Alisha Nycole & Co. (Alisha) is dubbed as the Lehigh Valley's Premier on
Location Bridal Hair & Makeup Artistry, says Alisha Nycole – CEO of the same company.
Alisha leads a team of 26+ hair & makeup professionals who render inhouse service at its local
studio and also travel to weddings and special events in the Greater Lehigh Valley and
proximities. What do marital clients do before they take actionable steps to implement their
wedding plans? This is a strategical question to the core of any going-forward thrust in this
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business. "Middle market firms are leading business growth in the United States, outpacing both
small and large-sized firms,” said Jeff Stibel, vice chairman of Dun & Bradstreet
- Jessica Wishart (2019). Alisha can be more successful, it wants to, and by a successful
construct it can forge ahead of its competition by its experience in present market-share success.
Yet, the brewing question is, how sustainable would this be, and can Alisha meet an all-inclusive
customer requisition with impeccable service-delivery?
Services
• Alisha listed products and/or services;
Everyday Natural Makeup Application
Enhancing Complexion and choosing appropriate color palette
Contour/Highlighting
Customizing Makeup for skin type, tone, texture, eye color, etc.
Inspirational Looks from celebrities, day to night, Red Carpet, Award Shows, magazines.
Time Period makeup (20s, 30s, 40s, 50s, 60s, Old Hollywood Looks)
Bridal Makeup Lessons for destination weddings 10 year in this business “
- Alishanycole.com, (2019),
Some more skilled services are;
Blowouts
Styling
Airbrush makeup
Contour makeup
Tattoo coverage
Brow and lash tinting
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Fake lashes
Teeth whitening
Airbrush and spray tanning
- Alishanycole.com, (2019),
• Company’s sales and/or marketing goals
Alisha ought to showcase the level of Sales and revitalized marketing goals to be a dominant
player in this Lehigh Valley vicinity. These results are largely implied but never written in any
business manifesto. Alisha holds down these business awards, according to weddingwire.com
(2019) but how do this match with peer-t-peer competition? Hence questions – what is the basis
for this industry ratings? What is the industry specific standard to meet and surpass, and how will
Alisha accomplish these feats? Are there awards or industry specific accolades that can catapult
this business into a contagious success, against the rest of the industry? Here are a few awards.
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Awards; Quality of Service * Professionalism * flexibility * value* average response time -
weddingwire.com (2019).
Studio shots
- Inside the Studio Work Lab
- Work Station
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- Front Entrance- Alishanycole.com, (2019).
Website analysis:
The analysis of this company’s website with the underlined influence of KPIs, will be the logical
thing to do, now. Additionally, to brainstorm for the needs, fixes and about getting its marketing
dynamics going for effective strategy. These are clear observations.
o The website is bland and lacking curb appeal – needing serious updating against a shot-
gun approach
o Video bears a price-flexibility emphasis and no service value – need to present elevator
speech flavor on creative services and a further content marketer-shift for consumer
value, a CTA prompting and so on.
o Seems exclusive and club status, as if you need to join an association to be part of its
exclusivity.
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o Lack Call-to-action, Survey and thankyou actionable because its operation heavily
depends on social media
o Home page reconstruct to see to customer reviews and testimonials, consumer feedback
to veer towards universal industrial recognitions.
o A/B or Multivariate tests check
(April Maguire - 2019)
o KPIs to focus on:
Effective Key Performance Indicators (KPIs)
Come by the tracking for success in marketing campaigns and to churn such dynamics within
these parameters;
Actionable
Measurable
Timely
Impacting bottom-line – (April Maguire - 2019),
Seemingly, Alisha solicits much of its business from a dominant a social media platform and as
such must be a social media-oriented business, with dominant digital footprints on Facebook and
YouTube. It is by such approach that this business is to consider these effective KPIs.
Cost per acquisition – or Acquisition costs to know if there is dollar-cost efficiency in
advertisement campaigns
Conversion rate, comparing the total number of sales or macro-conversion, from its
campaigns and website-launching traffic. Organic traffic should be dominant.
Shopping cart - abandonment rate, which shows how often users leave without
completing their purchase
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Value - Average order value, a measure of how much a customer spends when shopping
on your site
Bounce rate
Checkout abandon rate is very important in seeing who comes and who bounces
Also, need to know repeat buyers and economic value to conversion rate
(April Maguire - 2019),
Whereas the macro conversion or primary conversion to a sale is important, Alisha must know
the micro-conversion in which all incremental behavioral steps will show the strategy gain that is
important. This purview hones SEO steps and leads to a relative market share (KPI) to see how
well this business perform against the competition, and what to do to influence exponential
growth. Need a characteristically defined Persona – the question is, who needs wedding planning
services and what are their idiosyncrasies?
o Command authority by teaming with Thought-Leader in this field
o Alyssa Nycole could write a ‘bestseller’ to make more penetrative inroads, into the
market and this industry – a white paper or begin a path as a Thought Leader.
o Seek to franchise a signature part of the process that make you stand out, above the
industry.
Ineffective Key Performance Indicators (KPIs)
This business cannot afford to just measure the easy-to-do metrics or not linking its effective
KPIs to its strategy or collect just the same KPIs that all the competition collects. Even so, if it
fails to hardwire the most effective KPIs to an incentive program, then conversion is futile – for
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there ought to be pairing of performance KPI to a ratable value/quality indicator. Here are some
ineffective KPIs for a small business will not align with its objectives;
o NOT: pairing Performance Indicator with Quality or Value Indicator.
o NOT: Performance indicator: pairing First call resolution rate with Value indicators:
Returning problem rate; Net Promoter Score.
o DO: Page Depth (better suited for a larger or large business)
o DO: Unscheduled downtime
o DO: Cash conversion cycle, (not fitting – not being a cash dominant business)
Essential questions discussed!
The traditional ways to market in commerce were by billboards, television, and newspaper as a
faith-based endeavor. This means and methods changed over time but the essential questions at
the heart remain the same. Today we have unlimited scope of understanding leading to resultant
alleged success. Web Analytics - in modern digital marketing emotes earned results and more
advantageous experiences. It is a churning of a revamped media from assumptive haddock
marketing to specificity in user-driven and web-marketing observations. The fact is, we ought to
compile laser-sharp and bulls-eye successes in lieu of a shot-in-the-dark compromise. As our
due-diligent marketing ought to be;
Essential question (1):
Why is it important for a company to analyze web analytics for their marketing efforts?
Web analytics is about using extrapolations for a clear-eyed honing of business operations, and
consumer behaviors in the marketplace. A marketer must be able to analyze his/her marketing
dynamics with steaming results to optimize the results of the outcome against mediocracy,
guesswork and past the ghosts of our past failures. Marketers want to improve their craft for
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more far-reaching strategic plans. The importance to analyze web analytics is about the matter of
the efficacy – expressed in ROI. Proven results and successful track records on properly
executed web analytics pays handsome dividends to this stated essential questions.
No more guesswork!
Essential question (2):
How would understanding web analytics impact and increase a company's sales?
For company sales to rise within its planned expectations, there are several key steps such a
business can take. The marketing approach in then a confluence of these steps to improve their
bottom-line - like customer segmentation, proper execution according to contemporaneous KPIs
readings, analytical extrapolations that rightly flow from conversion rates and consumer
measured feedback. If the mandatory conversion-rate enhancements or plain improved outcomes
is the beginning of a material answer to the essential questions, then this is a quality lead to that
commonsense marketing, is.
Hence, these are essential questions, which are poised to be answered - that we provoke critical
thinking skills to this modern-day marketing craft. Our communities and consumers alike
deserve great entrepreneurship. The ideal way addresses our purview on web analytics, is to talk
about it, get involved to enhance business socialization, plan an outdoor strategy and the
marketing outcomes. Their considerations are that cash is king. Now we may say, the essential
questions are on time to be discussed!
Compare and Contrast Web Analytics
Assignment: Compare and Contrast approach embolden the grace to be an effective marketer.
Two are;
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1. Home Page
2. Conversion Behavior
Web Analytics - It is clearly important to get a firm grasp on honing this business in the service
industry – as Alisha Nycole & Co. or Alisha, continues as a premier provider in Lehigh Valley of
Bridal, Hair and Makeup Artistry. For this reason, there must be a trajectory from the core of its
marketing construct that lures the consumer into fulfilling their marital requisitions. Hence, in
this project, the objective will be to compare and contrast the Web Analytics to their presumed
web strategy, from the perspective of these below mentioned below KPIs – comparing and
contrasting these 2 KPIs, namely home page and conversion behavior.
Home Page
Proverbially, the first impression is critical since the first cut is the deepest - Douglas White -
former BI Applications Development, Management and Support (1996-2015). No doubt, this
home page experience flows unto several KPIs, which by each one can signal timeliness to drill
down for a better discovery of material specifics and to assess for micro-conversions,
accordingly - Mikael Ekelund (2018). For example, a consumer comes to this B2C homepage
with expectations; such is in quest for content with smeared their digital trail, which emotes the
common consumer and typical behavior.
Compare: Home Page veers investigative minds to see several KPIs such as Conversion
Behavior, Bounce rate, Micro-Conversion Rate, and peaking on organic traffics, and so on. Now,
the home page or start page or first page bears different functionalities, uniquely. On the other
hand, the Landing Page as a standalone page is a single-objective campaign for a call-to-action
(CTA) and appears as one “clicks on a PPC ad or a search engine result link” (visit
unbounce.com for “What is a Landing Page?”). There is no prudence in a multi-channel
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attribution analysis (about the rules and methods used to assign value across touchpoints) – for it
is a complete waste of time. Simply stated, what is needed here a Home Page to present feasible
consumer data that may be actioned or converted into an actionable finish., Home Page works
better for a service business than a Landing Page.
Resolution: Alisha must build a Home Page that veers web-visitors to find answerable
functionalities on their Home Page website, which meet their quests for intent and content. These
distinctions showcase what matters most – those in your purview as proven viral benefits that
penetrates the marketplace.
Contrast: The differences are by strengths of KPIs, the presenting functionalities of a Home
Page and the specificity of a Landing Page – a Call-to-action setting, are clear to see. In this
small business service, Alisha’s website visitors carry multiple functionality needs and one of the
most effective KPI is a Home Page - for depth and scope in functionalities. Additionally, this
persona wants to stage an eventful marriage - holding a mirage of sub-functionalities and in
quest for answerable options.
Resolution Alisha must pay attention and unmask the contrasting nuances to these important
detailing – churning the conspicuous into consumer satiation.
Conversion Behavior
Compare: What about Consumer Behavior? Comparatively, this KPI shows behavioral trends
prior to micro-conversion trending and what is conspicuously important to this process. In this I
see a cross-pollination between Conversion Behavior (CB) and Conversion Rate (CR) as the
former induces the latter beyond the effects of a Bounce Rate. We can say Conversion Behavior
is the emboldened siren of an emoting consumer’s lead. Comparative Conversion Behavior is
evidentiary to acquisition costs; as in checkout abandonment rate, bounce rate and macro-
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conversion not just clicks and impressions, which do not matter, greatly. (for checkout
abandonment rate, a gift basket or voucher or wedding souvenir is very fitting). Adam Ruhland
(2017).
Resolution: Conversion Behavior will tell Alisha when all the chips are in place and what Alisha
can do to harness best case scenarios.
Bounce Rate – comparing the percentage of total visitors against purchasing customers, and the
visitors getting to their content-goals. This is another vital indication of what the customer
experience is, by telling when visitors do not convert, that the percentage of total visiting users
changes this result. Also, a business can know how to fix this problem and to redress the heart of
what causes it in the first place – mitigating this issue against rising deficiencies. Adam Ruhland
(2017).
Resolution: Alisha is to get the consumer to spend what they decided to spend in lieu of
bouncing into of behavioral uncertainty. After all, the visitor is a consumer.
Conversion Rate – as in macro-conversion is to ascertain what works, what does not work, and
to get data by channel, keywords, and other sources. So, the conversion behavior report could
show analytics that the customer who anticipates great content but did not get it - Adam Ruhland
(2017). This can cause consumers to bounce though Alisha may have so much investing
diligence in marketing. Alisha cannot afford to invest much into this process and do not deliver
impeccable content. The idea is that a consumer converts within reasonable time instead of
bouncing from the site. The customer completion is most effective to a business to shape
efficiency into marketing strategy.
Contrast: The goals are to manipulate the Conversion Behavior – to change conversion rate and
to induce a loss in customer Bounce Rate, to mitigate the checkout abandonment Rate and to
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improve the macro-conversion rate shown in web analysis reports. First, we see these as citing
objectives to use competitive research by the keywords as in retail for organic results. The
Keyword report is a great show for keywords-combination sets of words that perform well for
retail sales. Also, it makes clear how maintaining sales on consumer segmentation makes great
sense. Alisha has no regard for customer segmentation and if not corrected, this will be the haunt
of its future - Mikael Ekelund (2018)
Resolution: The business will benefit from being able to hone the keywords in its campaign to
lure consumers to seek out and find their sought-after goals. Also, customer segmentation leads
to improved conversion rate is consequential from a bolstered Conversion Behavior.
Furthermore, it is by contrast that we underline the choice for (2) conversion behavior report
that enhances the micro and macro conversions, on the site. Cross-pollination is micro
conversions leading to better macro conversions – even as a blog or simple download to make a
gratifying experience. Also, as the Conversion rate emboldens the Conversion behavior,
reciprocally.
Resolution: The business may use the report of conversion behavior to chart a pathway to the
making a full sale transaction, for the customer. Better yet, the marketer can guide the consumer
into a fruitful place, against mediocrity and low content expectations – into more and more
successful conversions.
/s/ E. Barry Batchelor
10/27/2019
Reference:
Alishanycole.com, (2019), Alisha Nycole & Co. Business Home Page, retrieved 09/28/2019
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from; https://alishanycole.com/our-studio/
Ekelund, M (2018, Sep 5th), Essential metrics and actionable insights for your e-commerce
success, APPTUS, Retrieved from;
https://www.apptus.com/blog/essential-metrics-and-actionable-insights-for-your-e-
commerce-success
Maguire, April, (2019), 7 KPI meanings small business owners need to know, Intuit Quickbook,
retrieved from; https://quickbooks.intuit.com/r/financial-management/the-7-most-
important-kpis-to-track-as-a-small-business/
Ruhland, Adam (2017, May), What Is a Good Conversion Rate? (And When Can I Stop
Worrying About Mine?), LeadingPages.net, Retrieved from;
https://www.leadpages.net/blog/what-is-a-good-conversion-rate/
Wishart, J. (2019, May 31st), 40 KPI Examples for the Service Industry, Rhythm Systems,
retrieved from; https://www.rhythmsystems.com/blog/40-kpi-examples-for-the-service-
industry
Contact Details: Company
Alisha Nycole & Co.
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Telephone (484) 522-4691
click on https://www.alignable.com/easton-pa/alisha-nycole-co
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