MKTG 729 SEC001 -

Group Assignment 2 - DMMM

Submitted by:

Harsh - 301361117​
Hasan - 301380809​
Denin - 301328945

Submitted to: Dr. Andrew. Ko

This report lays out a Digital Marketing Measurement Model (DMMM) for the Google

Merchandise Store for February 2025. The main goal is to help track and improve marketing

efforts to boost revenue, bring in new customers, and enhance engagement. The model

focuses on key performance indicators (KPIs) across three stages of the customer journey,

acquisition, behavior, and outcomes.

The recommendations here will help the Google Merchandise Store team make smarter

budget decisions and hit their marketing goals for the month

Data Analysis :

1.​Seasonality:

Based on last year's data trends, February may experience a slight dip in traffic

compared to the holiday season (November–December), but Valentine's Day

promotions could help boost it.

(Data from Feb 2024 showing a spike after Valentine’s day)

A significant portion of traffic (likely >50%) will come from Desktop in Feb 2024

according to data from Dec 2024 - Jan 2025.

Although this seems to be surprising because in Feb 2024 more than 50% of the

audience came from Mobile.

Data from Dec 2024 - Jan 2025 Data from Feb 2024

3.​Key Traffic Sources:

Direct, Organic search, cross-netwrok, referral , paid search and email marketing are

major traffic drivers in last 2 months (Dec 2024 - Jan 2025).

Paid Search or Social media ads.

4.​Popular Products

Based on the December and January data shown in the table, the most purchased item is

the Google Black Wheat Pen with 624 purchases, followed by the Google Bamboo Lid

Recycled Bottle with 612 purchases, and then the Google Large Standard Journal Grey with

580 purchases.

Meanwhile, within the same time period ( Dec 2024 - Jan 2025) the Super G Camp

Fleece Black Pullover generates the highest revenue at $30,153.00, significantly

outperforming the other items. This is followed by the Super G Timbuk2 Spire Jet

Backpack with $12,665.80 in revenue, and then the Google Portsmouth 1/4 Zip

Sweater with $10,428.00 in revenue.

Google Campus Bike ($50,292), Super G Camp Fleece Black Pullover ($39,539), and

Chrome Dino Holiday Lodge Sweater ($36,229).

These three products should be given additional focus and marketing attention in

February to maximize sales potential.

5.​User Attributes

Based on the data from Dec 2024 to Jan 2025, the platform's user base is dominated by the

United States (51,852 users), with India (86,27 users) and Canada (7,565 users) following.

Males make up 59% of users versus 41% females. The 18-24 age group is largest (11,603

users), followed by 25-34 year olds (8,957).

from younger users and potential growth in markets with higher advertising budget. The

gender distribution will likely remain stable without targeted initiatives.

6.​Purchase Conversion Rate by medium

Between Dec 2024 - Jan 2025 , Based on the data, Email has the highest purchase

conversion rate at 8.18%, despite having the lowest number of returning users,

indicating its effectiveness in driving purchases.

Referral follows with a strong conversion rate of 3.64%, suggesting it is another

efficient channel.

In contrast, Organic and CPC (Paid Search) have lower conversion rates of 1.4% and

1.07%, respectively, highlighting opportunities for improvement in these channels.

7.​Engagement Overview:

The Men's / Unisex section stands out with a relatively high engagement time (1

minute 17 seconds), indicating strong user interest in this category between Dec

2024 - Jan 2025.

categories like Men's / Unisex are more effective in engaging users and driving

purchases.

8.​Cart Abandment Rate:

During Dec 2024 - Jan 2025, The sales funnel shows high abandonment early, with

70.4% dropping off after session start and 76.4% after viewing products.

Checkout has a 46.3% abandonment rate, but 55.1% of those who begin checkout

complete the purchase, indicating a strong final conversion stage.

Early engagement and checkout optimization are key areas for improvement while

planning for Februrary 2025.

JUSTIFICATION FOR DMMM

The model ensures alignment between marketing efforts and business goals by defining

clear website goals, KPIs, targets, and segments for each stage.

1. Create Awareness

Website Goal: Maintaining traffic levels post-holiday season and leveraging seasonal

promotions (e.g., Valentine’s Day) ensures consistent engagement and prevents traffic

drops.
KPIs: Tracking branded and organic sessions provides insights into how well awareness

strategies are performing, especially in terms of search visibility and brand recognition.

Target: 125K visits/month is an ambitious but measurable goal to sustain engagement.

Segments: Analyzing traffic sources, geography, and device type enables optimizations for

audience targeting, regional strategies, and device-specific experiences.

2. Generate Leads

Website Goal: Increasing engagement by guiding users to high-performing product pages

and reducing bounce rates ensures potential buyers remain on-site.

KPIs: Engaged sessions per user and average views per session provide insights into user

interest and content effectiveness.

Target: 4.5 pages/session ensures deep exploration of products, increasing the likelihood of

conversions.

Segments: Analyzing traffic sources, returning vs. new users, and product categories allows

marketers to refine lead-generation tactics, personalize recommendations, and optimize

high-performing product pages.

3. Get Purchases

Website Goal: Optimizing conversion rates by improving checkout efficiency and leveraging

high-performing products ensures revenue growth.

KPIs: E-commerce conversion rate and cart abandonment rate highlight areas for checkout

optimization and friction reduction.

Target: A 3% conversion rate and 65% or lower cart abandonment rate set clear

performance benchmarks for success.

allows for strategic optimizations such as retargeting campaigns, product bundling, and

checkout flow improvements.

Recommended Actions for February 2025

To achieve the objectives outlined in the DMMM for February 2025, the Google Merchandise

Store team should focus on strategic budget allocation and optimization efforts across

awareness, engagement, and conversion phases.

1. Increase Brand Awareness & Maintain Traffic

Post-Holiday Season

1.​ Run targeted paid campaigns on Google Ads & social media (Meta, TikTok, YouTube,

and Instagram) to capitalize on Valentine’s Day shoppers.

2.​ Highlight best-selling and high-margin products (Super G Camp Fleece Black

Pullover, Google Campus Bike, Chrome Dino Holiday Lodge Sweater).

3.​ Improve product descriptions and category pages based on GA4 search queries.

4.​ Focus on mobile SEO, as mobile traffic fluctuates and is a key segment.

5.​ Partner with tech and lifestyle influencers to drive referral traffic (which has a strong

conversion rate of 3.64%).

2. Improve User Engagement & Product Exploration

1.​ Conduct A/B testing on the homepage and product pages to improve engagement

rates.

2.​ Implement AI-driven product recommendations based on user behavior and trending

items.
 3.​ Strengthen partnerships with affiliates and content creators to bring in high-intent

users.

4.​ Use personalized email sequences to re-engage users who have viewed specific

product categories.

3. Optimize Conversions & Reduce Cart Abandonment

1.​ Optimize checkout by enabling guest checkout and reducing unnecessary steps.

2.​ Display transparent pricing (shipping, taxes, fees) upfront to prevent last-minute

drop-offs.

3.​ Implement one-click checkout and mobile payment integrations (Google Pay, Apple

Pay, PayPal).

4.​ Set up Google Display & Meta retargeting ads for users who abandoned their cart.

5.​ Offer limited-time discounts or free shipping incentives to drive more conversions.

Budget Allocation:

1.​ To achieve the February 2025 DMMM goals, the Google Merchandise Store should

allocate 40% of its budget to increasing brand awareness through Google Ads,

influencer marketing, and SEO to sustain traffic post-holiday.

2.​ 30% should focus on engagement by enhancing AI-driven product recommendations,

email marketing, and A/B testing to boost product exploration.

3.​ The remaining 30% should optimize conversions by improving checkout processes,

running cart abandonment retargeting ads, and offering incentives like free shipping

to reduce drop-offs and increase the e-commerce conversion rates.