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[Plaid x GMO-PG] KARTE & Google Analytics Seminar

In the first part, GMO-PG Kikuhara, a Google Analytics certification holder, introduced a content evaluation method using Google Analytics.

First, let's talk about the need for analysis tools. If you are aiming to maximize the number of purchases on your EC site, online advertising comes to mind as the first method, but online advertisingIf you become one-sided, you will inevitably be destined to lose your acquisition efficiency. In addition, when operating multiple online advertisements, one purchase may be reflected in multiple advertisement reports, and there is a problem that it becomes difficult to grasp the actual results. The solution to these problems is an analysis tool, and content analysis using Google Analytics is necessary to improve the purchase rate of the site.

Next, about content evaluation for each session and each user. When evaluating content using Google Analytics, there are two methods, session level and user level, but the former is easy and the latter is a little time-consuming but enables highly accurate analysis.

When doing content analysis at the session level, you can focus on the "page value" index of Google Analytics. Similarly, it can be improved from the viewpoint of "number of visits by page" x "value of page" (quantity x quality) in combination with the "number of visits by page" index of Google Analytics.

If you want to analyze content at the user level, you need a unique index, "user level contribution rate." That is, it is necessary to calculate the ratio of the "visits by page" of the purchased user from the "visits by page" of all users as a percentage for each content. There are some difficult parts just by looking at the management screen of Google Analytics, but by incorporating various user attributes, it is possible to narrow down the target users of the site and evaluate the content with higher accuracy. After calculating the "user level contribution rate", analyze the content on the two axes of "number of visits by page" x "user level contribution rate" (quantity x quality).

However, even if the site is improved based on the content evaluation by Google Analytics, it is very difficult to create content that covers the needs of all customers on one page, and in order to run the PDCA cycle of content measures, " It is recommended to introduce KARTE, which realizes "WEB customer service".

Here, the baton touch in the second part.