Analysis of the blog

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Marilia Pereira Martins - 1053256

This blog was created as a project for Data and Digital Marketing Analytics as part of the Master of Science in Digital Marketing to analyse the traffic gathered over a period of 6 weeks using Google Analytics. A blog or website is a tool that is part of a digital marketing strategy and that should always have its objectives well defined.  To achieve the goals, it is necessary to know how to evaluate the performance of a website using metrics available through Google Analytics.

The Graphics below show an overview of the result of the traffic source, most accessed pages and average browsing time, audience, bounce rate, number of visitors to the website, place of origin of these visits (city, country, etc.) and which browsers (Chrome, Firefox, etc.) and devices (desktop, mobile, tablets, etc.) are being used to access the blog. This results can be used to monitor details of traffic to the website, which allows making relevant improvements. 

All Traffic -  This shows where the traffic is coming from.
Knowing how to blend data is essential to correctly measure the performance of the blog. This is also true for metrics considered “negative”, such as the bounce rate - this shows the percentage of users that arrived at a page on site and left without reaching to any other page. As the evaluated site was a blog post, there was no interaction on the site that could generate a lead, the interaction was exclusive through comments on the posts.


Pages Views - Most Accessed pages and average browsing time



Audience Overview
 
Browsers -  This contains data about the profile of the visitor






1. Analytics, Google (2020) Analytics 2020.  Available at:https://analytics.google.com/analytics/web/#/report-home/a156571620w220574894p209794666   (Accessed: 25 February 2020).
2.       Ireland, Failte (2020) `How to use Google Analytics to track the activity on your website and help get the most out of your website`. [ONLINE]  Available at: http://www.failteireland.ie/FailteIreland/media/WebsiteStructure/Documents/2_Develop_Your_Business/3_Marketing_Toolkit/3_Market_Your_Business_Online/Choose%20Your%20Internet%20Tools/HowToGuide_GoogleAnalytics_v1-0.pdf (Accessed: 25 February 2020).

3.    Neely, P. (2019) Digital Marketing Benchmarks Cheat Sheet for 2019. [ONLINE]  Whatagraph. Available at: https://whatagraph.com/blog/articles/digital-marketing-benchmarks-2019 (Accessed: 25 February 2020).


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