Marketing Analytics: International Marketing Analytics

You are a marketing student and will be spending this semester in Shijiazhuang, China, through an exchange program at Hebei University. While working on one of your class projects, you meet Ms. Liu, the owner of a handicraft shop who launched a new website a few months ago. With the new website came booming sales. Most of the orders that she filled in the last three months came from U.S. customers. She is excited, but does not know how to analyze the website traffic from her U.S. shoppers in order to better target them. She asks you for help. The purpose of this exercise is to learn the different metrics used in web analytics and how to analyze website traffic from foreign shoppers. The metrics to be considered are: Page views Visits Unique visitors Page/visit Average visit duration Bounce rate Percentage new visits

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1. Ms. Liu shares her web data with you, which shows that she has an average of 500 daily page views during the weekdays, and an average of 1,200 daily page views on the weekends. Each time someone loads one of her pages, it counts as a page view. If each page viewer peruses an average of two pages per visit on weekdays and three pages per visit on weekends, then how many weekly visits (i.e., the number of users, including repeating visitors, that came to her website) does she obtain on weekdays and weekends?

multiple choice 1

• 2000 on weekdays, 1100 on weekends

• 1750 on weekdays, 1000 on weekends

• 1500 on weekdays, 900 on weekends

• 1250 on weekdays, 800 on weekends

• 2250 on weekdays, 1200 on weekends

2. Ms. Liu tells you that on each weekday, visitors return to her website an average of twice, and on weekends, visitors return four times per day. She adds that these two groups of users are different. She wants to know how many unique visitors (i.e., the number of users who visit the site, regardless of the number of their visits) visit her site on weekdays and weekends. Please note that if a particular visitor comes to the site every day or several times a day, it still counts as only one visit.

multiple choice 2

• 150 on weekdays, 110 on weekends

• 200 on weekdays, 140 on weekends

• 125 on weekdays, 100 on weekends

• 225 on weekdays, 160 on weekends

• 175 on weekdays, 120 on weekends

3. Ms. Liu wants to add more information to her website about her handicrafts and the origin and location of the minority Chinese groups who make them, but she doesn't know if this is feasible. She thinks that this may depend on the average visit duration that users spend on the site. She asks you to calculate how much time users spend on the site during each visit. Google metrics show that on weekdays, unique visitors spent 12.5 hours on the site and on weekends, unique visitors spent 15 hours on the site. Note: While website owners want users to spend a long time on their site, the average time spent is generally three to five minutes or less.

multiple choice 3

• 15 minutes on weekdays, 12 minutes on weekends

• 6 minutes on weekdays, 9 minutes on weekends

• 9 minutes on weekdays, 10 minutes on weekends

• 18 minutes on weekdays, 14 minutes on weekends

• 12 minutes on weekdays, 11 minutes on weekends

4. Not all of the unique visitors are real shoppers, and 55 percent of them bounce off of the page. A bouncer is someone who visits the site and either decides that he or she is in the wrong place, or feels that he or she is experiencing surf shock and leaves. Ms. Liu wants to know the number of real potential shoppers who visit the site on weekdays and on weekends.

multiple choice 4

• 73 on weekdays, 65 on weekends

• 64 on weekdays, 55 on weekends

• 60 on weekdays, 50 on weekends

• 56 on weekdays, 45 on weekends

• 69 on weekdays, 55 on weekends

5. Ms. Liu wants to focus on building a consumer base and is seeking repeat customers. She is less interested in newcomers to the site. Google metrics show that the percentage of first-time users is 20 percent. What is the number of repeat customers on weekdays and on weekends?

multiple choice 5

• 250 on weekdays, 110 on weekends

• 150 on weekdays, 90 on weekends

• 100 on weekdays, 80 on weekends

• 25 on weekdays, 20 on weekends

• 300 on weekdays, 120 on weekends