Google Analytics & Business

In college, one of my modules is Digital Business and I have learnt about all things linked to business set up and how digital elements can be used to benefit the business to better understand customers and benefit customers in the long run. I am currently in the Google Analytics Academy, learning even more and working towards a certificate in Google Analytics. 

While learning about the digital platforms and models available to a business to acquire, retain and covert customers online I have also learnt more about Google. Not only is it the go-to place when you want to know 'is an avocado a fruit or a vegetable' or how to fix something because you threw out the instruction manual all them years ago...

Google offers services online for businesses to identify from where the traffic to their website is coming from, what devices they are accessing the website from, the times that they visited, if they purchased anything and when the exited the website. In order to access such information from Google Analytics, the website must have Java Script attached to allow the Google analytic programmes to do what they do best - analyse! 

The anaylsis when accessed by the business can open many doors in relation to expansion and better understanding the traffic that comes to the website, the customer base and the market. It can show a business where in the world is more lucrative to its income and where isnt, who is spending what and when.  In turn, the business can then realise, regardless of any marketing, who their market segments really are.  With this information businesses can then investigate to expand their offerings based on the findings from the analytics, enter new markets or offer special discounts to people on the website during times that are quiet in comparison to the busier times.

The offerings of Google Analytics are key to any business, but I feel they are more important when starting up a business. It allows the owners of the business to asses marketing performance, if the message is reaching an audience & who that audience is, where they come from and if the value proposition being offered is one that the market needs. It also lets the business know if there are any troublesome areas on the website that make potential customers turn away and leave the site, these issues can then be identified and addressed to unsure that the least amount of people on the website turn away from purchasing from the business online.

Netflix is a business that uses analytics to better understand their customers by gaining an insight to what they are watching and what they want to watch. This can be done by google analytics and listening to their customers needs which can be voiced on a  number of social media platforms such as Twitter and Facebook. Netflix can identify the most popular times of the year for new customers, the most popular series, movies & documentaries being watched and when they are being watched. This allows Netflix to then identify their customers needs. Such analysis of its analytics has resulted in the streaming service investing in their own Netflix Original series, movies and documentaries.  Stranger Things, 13 Reasons Why, Icarus, The Keepers and Counterpunch are examples of content Netflix has invested into themselves as they assessed the customers needs for more of these genres.

Analytics allow a business to gather information about their customer segments, the behaviour of such customers and recognise any areas of expansion that can be explored, considered and invested in for the benefit of the customers and in turn the business as it will hopefully increase brand awareness and income.  

Another great thing about google analytics is the fact it costs very little, the reason for this is that the only requirement to access analysitcs is that java script is apart of the makeup of the business website. The costs of java script is minimal, however the cost of the website engineer may be costly but in the long run it will turn out to be worth while. Who wouldn’t want in depth information about customers and the activity on their website for such a little cost with the possablities of increased income, for a small price?!

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