Question

Global Tech LED:Google Analytics Instant Activation of Remarketing

Company description: Headquartered in Bonita Springs, Florida, Global Tech LED is a LED lighting design and supplier to U.S. and international markets, specializing in LED retrofit kits and fixtures for commercial spaces.

How Google Analytics is being used:

Google Analytics’ Smart Lists were used to automatically identify Global Tech LED prospects who were “most likely to engage”, and to then remarket to those users with more targeted product pages.

Google’s Conversion Optimizer was used to automatically adjust potential customer bids for increased conversions.

Value proposition:

Remarketing campaigns triggered by Smart Lists drove 5 times more clicks than all other display campaigns.

The click-through rate of Global Tech LED’s remarketing campaigns was more than two times the remarketing average of other campaigns.

Traffic to the company’s website grew by more than 100%, and was able to re-engage users in markets in which it was trying to make a dent, including South Asia, Latin America, and Western Europe.

Use of the Conversion Optimizer allowed Global Tech LED to better allocate marketing costs based on bid potential.

Questions:

1. Google analytics is a typical Web mining application. What type of Web mining is it? Please explain why you think so. [5 marks]

2. When using Google Analytics’ Smart Lists to analyse which users are more likely to engage, what data will be used as input? Please name at least three types of data. [5 marks]

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Answer 1

1. Google analytics instant activation for remarketing is a web miner which collects the data based on the user's interference on a particular product or a type of product. This will help to make some groups of people who are interested more on a particular product or class of products. This users are identified and more of the products and related products according to their taste are shown to them as recommendation and as ads.

This data is collected by taking advantages of number of clicks and time spending on a product. The special algorithm will take this datas and group the people or even treat the users seperately. When more related products on which they spend more time is shown to the users, there are more probability for clicking and even purchasing it. This is the business idea here and works fine.

2. The input data to the algorithm is based on the activities of users in the website. like:

• Number of clicks on a particular product : When the user login multiple times and search and click on the same product in a duration of time, the algorithm will assume the user is much interested on that product and product is shown on ads and any offer related to the particular product, will be notified.
• Time spending on particular product : Users may spend more time on a particular product or a class of products which they are more interested. This data can be collected assuming they would like to purchase the particular item or class and recommending more of similar products.
• Location of user : Some products will be very suited for a particular location. Users from this location is noted and the products are exhibited.
• Seasonal products : Some products will be very suitable for a particular time or season. People may engage more on such products on that period. This data can be collected to find users who use the seasonal products.