Data analysis

Students are to derive data and insights from three Google Analytics reports: Audience, Acquisition, and Behaviour for the date range 1 July 2019 – 1 July 2020.

Part A – Audience Report
250 words (Check file 1, 2, 3 and 4)

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• What relevant insights and meanings can you derive from file 1, 2, 3 and 4?

Part B – Audience segment analysis and insights

750 words (Check three Part B files)

Two additional audience segments for different demographics are created for you. Identify your key demographics and indicate what percentage of the total audience each segment comprises.

Provide a summary report for each of ‘Audience,’ ‘Acquisition’ and ‘Behaviour’ to compare these segments, focusing on the key insights and data that you consider to be the most relevant and interesting.

How might these insights be used to encourage extra traffic to, or engagement on the site? For example, you may wish to consider the content that is popular with different segments, where those segments are coming from etc.

Assessment criteria

Ability to derive relevant audience insights from data

Accuracy of audience analysis

Quality of expression, spelling, grammar

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