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Role: Digital Analyst

Google Merchandise Store

Digital Marketing Analytics - Dashboards

Create custom dashboards using Tableau visualizations, reporting on the most granular levels of data, to bring insightful ecommerce analysis to the marketing team.

The Google Merchandise Store is an ecommerce site that sells Google-branded merchandise. They sell a mix of apparel, lifestyle products, and stationary on a global scale.

The data captured from online traffic is accessible on its Google Analytics dashboard and is typical of what you would find for an e-commerce website; source, interaction and transaction-level data.

The Challenge

Solving marketing attribution

We were tasked with building a visualization tool that would answer the following questions:

Where does my traffic come from, and how does it convert?

Of all the marketing strategies and tactics, what works and what doesn't?

The Google Merchandise Store dashboard, provided by Google Analytics, had several limitations that made it an unsuitable reporting tool for the marketing team.

Challenges of the Google Analytics dashboard interface:

• Provides basic marketing initiatives
• Data reported at the aggregated level making it impossible to drill down
• Lack of customization and flexibility due to limited reporting metrics
• No integration outside the Google environment

The alternative solution:

To overcome the limitations of Google Analytics, use Google BigQuery to extract and transform the hit-level data, then create custom dashboards using Tableau.