Hi, I’m Justin Cutroni and I’d like to welcome
you to our course: From Data to Decisions. This course is designed to help ecommerce
businesses make informed decisions based on Google Analytics data. Together, we’re going
to review various reports to better understand customer acquisition, user behavior, and conversion.
We’re going to look at how to interpret reports, how to dig deeper into your data, and ultimately
how to take action to improve your business. To support the ideas in this course, we’ll
use an example retailer called The Great Outdoors, an outdoor recreation store that sells camping
and hiking equipment, sporting goods, and clothing. In addition to a hundred retail
stores around the world, The Great Outdoors also has an online store and a mobile app
that lets users shop online, download coupons, and find store locations. They also publish
a blog with articles on topics that are important to their core audience: conservation, sports,
health, and fitness. Additionally, they have a customer loyalty club that features weekly
deals and reduced shipping costs. We’ll discuss The Great Outdoors’ business
objectives and key performance indicators, figure out the best reports to measure their
performance, and offer some analysis to drive improvement. We want to stress that The Great
Outdoors is an example of a company that uses Analytics to answer common business questions.
Your business is unique — and you’ll have to take what you learn and apply it to your
own specific needs. We’re really excited to bring you this course.
With that, let’s begin by looking at The Great Outdoors’ measurement plan.