Campaign

DESCRIPTION

Our client’s goals are to increase revenue at the Google Merchandise Store by 15% and create a more personalized experience for customers. The two focused segments are gender and user orientation. Females are our first focus because they are currently less likely to purchase. The second focus is returning users because they are already showing interest in the products and have the potential for faster conversion. By introducing a personalized experience for these two segments, conversion rates will increase, more purchases will occur, and the overall result will be more revenue.

PROCESS

The steps that I try to follow in my process are:

1. The past twelve months of revenue and conversion rates were analyzed, focusing on returning users and female customers. Results were converted into graphs and placed on a dashboard to view past trends. In doing so, it is evident that females make fewer purchases yet buy more
expensive items.

2. Returning users represent a large portion of the total revenue, yet there is a steady, decreasing trend in their incoming revenue. This could be attributed to the decrease in the page views which correlates to the decrease in purchases.

3. Focusing on these two areas of needed improvement by implementing a marketing campaign that focuses on personalized experiences with the female shopper and the returned viewer would ultimately increase revenue. This can be accomplished by delivering better leads by targeting these two areas.

CONCLUSION

By taking advantage of running ads on social media to target the female audience, the Google Merchandise store will be taking advantage of a new avenue of acquisition. By offering exclusive deals to returning users for checking out with their google account, the website will be improving demographic analytics while increasing conversions.

I was in charge of putting together the design for our Report and Power Point here are some images used utilizing items and design from the Google Store.