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Digital Analytics

Digital analytics

Executive summary:

Table of contents:

Nowadays, people are surrounded by innovation and technology thus everyone is using internet websites. In this assignment Coventry Transport Museum website will be analysed using digital analytics tools and compared to Herbert Art Gallery and Museum website analysis. Transport Museum holds 300 cycles, 120 motorcycles and even 250 cars for display, museums publicly owned vehicles collection is the largest on planet. (Star Vehicles – Coventry Transport Museum 2020). In presence of world wide web companies are constantly competing and everyone is trying to improve their websites. From a marketer perspective creating digital marketing strategies is vital to websites performance and audience experience. The aim of the report is to make an in-depth analysis and valuation of websites current state using relevant data from digital analytic tools for the analysis of clickthrough rate, conversion, consumer behaviour and SEO. Gathered information will be used to identify website’s objectives, goals, KPIs, target values by the application of digital marketing measurement model and clickstream concept. (Write a bit more about Coventry transport museums website) 200Words/introcuction

Literature review

Today digital marketing is most crucial source for business, since the direct marketing concept was first originated the direct marketing has evolved and transformed to the institute of direct and digital marketing (IDM) in 1988 (Webber 2013). From this point digital marketing continuedly evolving for 32 years and today we have worldwide web 2.0 (Monnappa 2020). To understand customers behaviour and websites performance marketers do Digital analysis which is:
‘the analysis of qualitative and quantitative data from a website and its competition leads to continual improvement of the online experience of that business’ customers, which then translates to the desired outcomes of the business both online and offline’ (Kaushik, 2010).
Enormous number of websites is analysed with digital analytics tools, marketers monitor changes and consumers behaviour on websites. From collected data marketers create digital marketing strategies to compete with other market players. Analytics gather data from analytical tools such as Google analytics, Ubersuggest, Social Blade to analyse website’s performance. For a significant web analysis it is vital to monitor and understand click stream mechanism. Websites click-level data is stored, collected, processed and analysed by Clickstream mechanism as well it is a foundational data that helps to measure pages and campaigns which also analyse different behaviours for example visitors, time spent on site, page views, bounce rate, sources and more (Kaushik 2020). Having this data marketer can implement on creating digital marketing campaigns and strategies also make improvements.
Digital marketing measurement model reflects 5 steps that allows to clearly structure objectives and key performance indicators.
Step 1: Identify business or websites objectives which answers a question why website or campaign exists. They must be doable, understandable, manageable and beneficial (DUMB)
Coventry transport museum objectives:
• Inviting schools to visit / Engage audience
• Create awareness of British transport history
• Increasing revenues
• Increasing website traffic

Step 2: Once objectives are set it is necessary to identify goals for each objective. Goals can be interpreted as strategies that can be leveraged to accomplish set objectives. Goals can be structured to model of Creating awareness, generating leads and highlighting events.
• Inviting schools/children to explore the museum
• Find people looking for British motor history
• Local events

Step 3: to measure if the set objectives were successful marketers needs to identify key performance indicators (KPI) within each objective.
• Increasing revenue
• Organic traffic

Step 4: for the identification of target values company has to review objectives, performance and KPI long and short term targets.
• % conversion
• % repeat visits
• A
• a
Step 5: identified segments whose then create meaning for marketer’s analysis and strategy development.
• Repeat visits
• Unique visits
• A

To generate this information in current environment analyst Dave Chaffey identifies 5D’s of digital marketing and states that it is important to understand through what consumers interact with digital content (Chaffey 2020). 5D’s is combined of: Digital devices – audience that interact with brands and businesses through apps and websites that includes smartphones, tablets, desktop computers TVs and gaming devices. The most interactions on mentioned devices are through digital platforms such as YouTube and google, twitter and LinkedIn, Facebook and Instagram. From these platforms combining digital media on which business and people can communicate through paid, owned and earned channels that includes advertising, email and messaging, social networks and search engines. Following outcome is digital data/information that the insight businesses gather about their audience and their interactions with businesses (Chaffey 2020). ‘Digital technologies are electronic tools, systems, devices and resources that generate, store and process data’ (Teach With Digital Technologies 2020) moreover, it helps to manage all digital marketing activities (Chaffey 2020) Information that is generated throughout 5D’s is gathered in websites which then can be processed by digital analytics tools. Today generated information helps for businesses to identify facts about audiences which then can be used to create competitive strategies to increase business and websites performance (PHILLIPS 2017). Digital analytics is very important for marketing channels as we can see in Figure 1.1 website with 66% considered to be most effective digital marketing channel together with email, social media and organic search. (Taylor 2018)


Similar web traffic sources from where most traffic is generated (organic direct email?)
Google trends Location – from where people search for museums the most compare with Herbert art gallery results.
Reference after each screen shot

Analysing Coventry transport museum with a digital analytics tool/website Ubersuggests – Here we can see overall websites performance, CTM has 5,559 organic keywords and quite impressive organic monthly traffic of 7.398 overall domain score is 57 when having 17,061 back links. (what that gives?)

Organic search results are generated from SEO which is responsible for increasing both quality and quantity of website traffic as well reaching exposure of brands through non-paid search results (Muller 2020). So why business pay for SEO development? Murray Dick (2007) says that it has impressive impact on organic search traffic, because 42% of surfers will click on the first search result moreover, first 10 results gets 90% of traffic (Dick 2011). That is why being on the first page means that business or website will generate more traffic and profit. Regardless of SEO it is vital to correctly measure channels success and set clear objectives. (Kaushik 2010)

Why it risen? what event caused traffic to increase

( good or bad explain and compare — Herbert)

Coventry transport museum website on Desktop loading speed is 2 seconds and on mobile device 6 seconds (Patel 2020)
What is considered to be a good loading duration, compare both websites.

According to Analytics tool SemRush Coventry transport museum has Over 10 Thousand organic search traffic. They have 11 keywords for paid search traffic that produces extra 443 monthly visitors. And nearly 13 thousand backlinks (12.7k)

Competitor Herbert art gallery website has 36.8 Thousand backlinks which is 3 times more than CTM and only 4.3k organic traffic is produced per month.

How these mistakes can be fixed

Comparing with Herbert art museum

Seo keywords ranking (Patel 2020)
(Patel 2020) (Home – The Herbert Art Gallery & Museum 2020)

Information from yell uk of Coventry transport museum, analysis. (Online Presence Analysis By Yell UK 2020)

Recommendations based on analysis
In this section should include the evaluation of the findings through the analysis and draw analytical insights to derive recommendations for improvement in the future. (~400 words) Create 3 recommendations for Coventry transport museums website
Turi but 3


Patel, N., (2020) Ubersuggest [online] available from <> [7 February 2020]

Home – The Herbert Art Gallery & Museum (2020) available from <> [7 February 2020]

Webber, R. (2013) “The Evolution Of Direct, Data And Digital Marketing”. Journal Of Direct, Data And Digital Marketing Practice 14 (4), 291-309
Monnappa, A., (2020) The History And Evolution Of Digital Marketing [online] available from <> [18 February 2020]
Chaffey, D. (2020) What Is Digital Marketing? A Visual Summary – Smart Insights [online] available from <> [18 February 2020]
Teach With Digital Technologies (2020) available from <> [18 February 2020]

Kaushik, A. (2020) Web Analytics 2.0 [online] available from <> [19 February 2020]
1. PHILLIPS, J. (2017) BUILDING A DIGITAL ANALYTICS ORGANIZATION. [Place of publication not identified]: PEARSON FT Press
Online Presence Analysis By Yell UK (2020) available from <> [19 February 2020]
Muller, B. (2020) SEO 101: What Is It, And Why Is It Important? The Beginner’s Guide To SEO [online] available from <> [20 February 2020]
Dick, M. (2011) “SEARCH ENGINE OPTIMISATION IN UK NEWS PRODUCTION”. Journalism Practice 5 (4), 462-477
Star Vehicles – Coventry Transport Museum (2020) available from <> [20 February 2020]
Taylor, K. (2018) How To Select The Best Digital Marketing Channels For Your Business [online] available from <> [21 February 2020]