group assignment project evaluate digital marketing tools and plan to use google analytics for the website

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FPT EDUCATION ORGANIZATION FPT UNIVERSITY CAN THO CITY BRANCH

GROUP ASSIGNMENT

<b>SUBJECT: DMA301M – </b>DIGITAL MARKETING ANALYTICS Project:

Evaluate digital marketing tools and plan to use Google Analytics for

the website

<small>TARGET COMPANY/ORGANIZATION: Biti's Binh Tien Consumer Goods Manufacturing Company</small><i><small>–</small></i>

INSTRUCTORS: NGUYEN THI DIEU

<small>FULL NAME ID Email 1 Phan Thien Nhan CS170533 2 Nguyen Phuc Khang CE170983 Lam Thi Quynh Nhu CS171173 4 Dang Thi Ai Han CS171252 5 Ho Duc Quang CS180630 </small>

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REQUIREMENTS OF THE GROUP ASSIGNMENT

Assignment Brief:

Select a company in Vietnam, evaluate the effectiveness of each digital marketing tool (Website, Facebook), based on the evidence from real examples and facts. Present your plan to use Google Analytics to evaluate the website performance. The maximum presentation time for each group is 15 minutes.

Evaluative criteria

Introduction (1 mark) (For the selected company only)

- Company Introduction (general information, history milestones, revenues and market share with the competitors). 1 mark

Marketing analytics (4.5 mark(For all three companies)

- Be able to use tools to collect information on the performance of platform (Website and Facebook Fanpage). 1.5 Mark

- Be able to provide evaluation and recommendation for the performance of each platform. (Website and Facebook Fanpage). Mark

- Apply principles of data visualization and storytelling in communicating the insight of the data. 1.5 Mark Application of Google

Analytics (2.5 mark) (For the selected company only)

- Present your plan to use Google Analytics to evaluate the websitperformance (purpose, which metrics). 1.5 Mark

- How will you communicate your Google Analytics (to whom/whichstakeholders? How to prepare data?) 1 mark

Oral presentation (2 marks)

- Demonstrate the comprehension of the content - Show the confidence and presentation style. - Address questions (if any) raised. - Keep the presentation on time. Total (10 marks)

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ESSAY PURPOSE AND TABLE OF CONTENTS

In today's context, evaluating and optimizing the performance of Digital Marketing tools such as Websites and Facebook becomes extremely crucial for businesses to effectively reach andengage with customers. In this endeavor, we have chosen Biti's company as the subject of ourresearch to analyze and assess the effectiveness of each Digital Marketing tool, based on evidencfrom two leading analytics tools, Fanpage Karma and SimilarWeb. Fanpage Karma provides crucial insights into the performance of Biti's Facebook page, from interaction rates to follower growth, while SimilarWeb helps us gain a deeper understanding of Biti's website performance compared to competing rivals. Additionally, the plan to utilize Google Analytics will offer detailed and reliable data on traffic, user behavior, and the performance of Biti's website. By combining data and evidence from these tools, we aim to have the most comprehensive and accurate insights into theDigital Marketing performance of Biti's, thereby providing recommendations and improvement strategies to support the company's sustainable growth.

TABLE OF CONTENTS

A – GENERAL INTRODUCTION OF THE COMPANY ... 4

1. Binh Tien Consumer Goods Manufacturing Company (Biti's): ... 4

2. Biti's milestones: ... 4

3. Revenue, market share and competitors:... 5

B – MARKETING ANALYTICS: ... 7

1. Select tools for data analysis: ... 7

2. Analyze Biti's Website and Biti's competitors through SimilarWeb: ... 7

3. Analyze Biti's Facebook Fanpage and Biti's competitors through Karma Fanpage tool: ... 12

C - APPLICATION OF GOOGLE ANALYTICS TO EVALUATE WEBSITE PERFORMANCE... 18

1. Necessary indicators to evaluate Website on Google Analytics: ... 18

2. Specific analysis of indicators: ... 18

D – CONCLUSION ... 23

REFERENCE SOURCES: ... 24

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<b>A – GENERAL INTRODUCTION OF THE COMPANY </b>

1. Binh Tien Consumer Goods Manufacturing Company (Biti's):

Biti's (full name: Binh Tien Consumer Goods Manufacturing Company) is a brand specializing in manufacturing shoes and sandals in Vietnam, established in District 6, Ho Chi Minh City in 1982. Biti's was originally two small cooperative groups Binh Tien and Van Thanh located in Ho Chi Minh City. Currently, besides 2 production bases, the company has 7 branches, 2 trade centers, 2 sales centers, 156 marketing stores and more than 1,500 agents across the country and exports products to 40 countries worldwide including markets such as: Russia, Ukraine, United Arab Emirates (UAE), Bahrain.

2. Biti's milestones:

From 1982 1990: Beginnings and developmentto

1982: Mr. Vuu Khai Thanh established Van Thanh production complex with 20 workers, specializing in manufacturing rubber sandals.

1986: Merged with Binh Tien complex, renamed Binh Tien enterprise.

1990: Started applying EVA production technology from Taiwan, improving product quality. From 1991 2000: Renovation and brand affirmationto

1992: Renamed Binh Tien Consumer Goods Manufacturing Co., Ltd. (Biti's). 1994: Launched Biti's Hunter, becoming the most popular footwear brand in Vietnam.

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2001 - 2010: Market expansion and sustainable development

2001: Biti's invested in a new factory in Binh Duong, improving production capacity. 2005: Expanded market to other Asian countries such as China, Korea, Japan.

2008: Biti's received the "National Brand" award voted by the Ministry of Industry and Trade. From 2011 now: Innovation and international reachto

2011: Biti's launched Biti's Hunter Street product line with youthful and dynamic design. 2016: Started collaborating with international designers to launch new fashion collections. 2020: Biti's launches the "Go with Vietnam" campaign to arouse national pride.

Biti's has experienced more than 40 years of development and has affirmed its position as one ofthe leading footwear brands Vietnam. Biti's always strives innovate meet the increasing in to toneeds of consumers and reach out the world. to

3. Revenue, market share and competitors: a) Revenue

Biti's has been hailed as a successful case-study in rediscovering the "glory" of a long-standing Vietnamese brand. That comeback is also evident right on the revenue chart.

Biti's revenue has continuously grown over the years from 2016 to 2019. If by the end of 2016, Biti's parent company recorded net revenue of VND 1,291 billion, by 2019, this index unexpectedly increased by 23%, reaching VND 1,588 billion. Following the upward momentum, Biti's earned VND 1,862 billion in 2018 and peaked at VND 1,954 billion in 2019.

However, the acceleration of growth seems to have reversed as Biti's revenue is trending down from2020. In 2020, the revenue index has decreased by 14.3% over the same period, to VND 1,673billion. In 2021, it continues to decline to VND 1,234 billion. Net profit was just over VND 10 billion, down 90%.

The reason why Biti's business results decreased in 2 years 2020-2021 is because this is thecomplicated period of the Covid pandemic, regulations on production cessation and anti-epidemic isolation have seriously affected the production and business of many businesses.

b) Market share

From the very beginning, Biti's has been very conscious of building distribution channels. Biti's distribution strategy used to be to hit the MARKET COVERAGE with the goal of getting as many goods into the market as possible. Biti's makes maximum use of distribution intermediaries so that products are available in all parts of the country. This helps Biti's increase market share and revenuequickly.

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However, with such a stretched distribution system, it will be difficult to manage. Stores sometimes compete with each other on price to sell a lot of goods, which will lead to conflicts in distribution channels.

Biti's market segmentation is also determined based on the analysis of consumer demographics, behavior, and shopping habits, thereby designing suitable footwear products for each market segment. If enterprises define market segments incorrectly or too broadly, it can lead to unfocused production and business and cannot create products and services that are good enough for each specific segment.

Ananas, a trademark established in 2012, registered and legally owned by Hazza Joint Stock Company is a typical brand for the above characteristics.

Ananas' signature feature is the variety of designs with casual designs, diverse materials such as canvas, leather and suede with eye-catching color schemes or freshness. However, the weakness according to the self-proclaimed brand is not good at doing communication. Since the beginning of its business until now, this brand has opened a total of 14 stores, currently there are 7 stores in operation, the open/close ratio is 50:50.

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<b>B – MARKETING ANALYTICS </b>

1 Choice of tools for data analysis: ...

In this section, we will perform analysis of indicators through Fanpage and Website analysis tools. Specifically, we will use 2 main tools: Karma Fanpage and SimilarWeb.

SimilarWeb Timeframe: Data taken from early December 2023 to end February 2024. Karma Timeframe Fanpage: Data is obtained 28 days before the access date (access date

is March 15, 2024).

The use of data analysis tools such as Karma Fanpage and SimilarWeb will become part of the strategy of developing and managing the Website as well as Facebook Fanpage. These two toolsprovide the ability to efficiently collect data from online platforms, helping users assess the effectiveness and impact of each platform.

Karma Fanpage and SimilarWeb provide multi-dimensional information on important metrics such as engagement, average engagement per post, number of followers, number of website visits, andmore. Through the analysis of these metrics, analysts and businesses can better understand thdevelopment of their Fanpage and Website compared to competitors. Besides, these 2 tools alsoallow users to give insights and specific recommendations to improve performance on each platform. By analyzing the data collected, users can fine-tune their advertising strategy, post content, posting time, and many other factors to optimize their online presence.

2 Analyze Biti's Website and Biti's competitors through SimilarWeb:...

SimilarWeb analytics tool is used to analyze Biti's Website metrics. The data collection period is from the beginning of December 2023 to the end of February 2024.

a) Engagement

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Assess:

Biti's was the main company with the highest monthly traffic, reaching 347,641 visits, followed by Ananas and Bita's. However, the visit time of customers on Biti's website is the lowest, only 03:17, which shows that Biti's needs to learn a lot with its senior, Bita's, and his brother Ananas. Biti's bounce rate stands at an average level compared to two rival companies.

So from the above assessments, we see the following problems: First. Biti's attracted a relatively large number of users but failed to retain them. Second, Biti's needs to improve the content quality and interactivity of the website to increase retention time and reduce bounce rate.

Recommendations:

For better website performance, Biti's should probably improve the quality of its content, especially product information and blogs, so that customers have more useful information. At the same time, optimizing website performance should also focus on reducing page load time and increasing user experience, Make the site smoother. Implement online marketing campaigns to increase engagement from customers. These will cause Bounce Rate and access time parameters to improve.

b) Country Rank:

From the above figures of Country Rank, Biti's is the highest-ranked company on the list with a position of #3,018. This ranking shows that Biti's is one of the leading brands in Vietnam. Ananas ranks lower than Biti's but is still in the top 10,000 visited websites. Bita's has the lowest ranking in all three rankings. This may be because Bita's is a fairly old brand, plus the use of marketing strategies is not reasonable.

Since 2009, responding to the Politburo's campaign "Vietnamese people prioritize using Vietnamese goods", Biti's and Bita's are considered two brands that Vietnamese users are very interested in. The fact that the rating is 2 times higher than Ananas and 3 times higher than Bita's is also understandable. However, on Bita's side, there are probably many obstacles in Marketing as well as no leader in business vision, which makes them have a low position right at home.

Recommendations:

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Overall, Biti's is doing very well on the rankings. However, ranking #3,018 is still not an impressive ranking. To go further, Biti's may consider partnering with strategic partners or participating in community links to expand its customer network and strengthen its online presence. Investing part of the advertising budget in digital advertising campaigns can help increase brand awareness andenhance Biti's presence.

c) Traffic and Engagement:

Assess:

Just like Country Rank, Biti's continues to have the highest traffic with 1,042M compared to its 2 competitors of around 489T and 152T respectively. However, Biti's has the lowest percentage of desktop users (23%), while Ananas and Bita's have 40.3% and 24.7%, respectively. This shows thatalthough Biti's attracts a high number of users, it has not optimized the user experience on the desktop.

With such a huge amount of traffic, Biti's is doing well with attracting a large number of customers online. However, Biti's also needs to focus on improving the quality of the website for desktop users to increase engagement rates from this side.

Recommendations:

As mentioned, Biti's will need to optimize the website by reducing load times and increase the desktop user experience by designing the website to be compatible with the desktop. This is completely reasonable because Desktop users are on the rise. This also means that Biti's needs analyze customers in more detail Using the desktop understand their needs and wants. ,

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d) Top Country:

Assess:

In Vietnam market (domestic market), all 3 businesses, Biti's, Ananas and Bita's have the highest traffic share rate (96.84%), many times higher than other countries. This shows that the Vietnamese market has great potential for companies looking to attract customers online. As mentioned earlier, thanks to the Politburo Campaign, Biti's responded enthusiastically with 62% of traffic nationwide, followed by 28.7% and 9.3% of Ananas and Bita's, respectively.

Observe:

Based on the high online traffic from Vietnam, it shows that Biti's is doing a great job in the domestic market. However, Biti's should also think about its presence in other countries such as the US, China, Singapore, or Taiwan. These countries all have in common that they are relatively densely populated, prefer cheap and durable goods, so Biti's should optimize traffic in those countries. This will involve bilateral cooperation between corporations, associations and contracts with foreign companies in the same industry will help Biti's appear, and assert its brand when it is "out of coverage".

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e) Channel Overview:

Assess:

This section is related to item a) Engagement mentioned in the first section. All traffic of 3 businesses comes from 7 main channels: Direct, Email, Referral, Social, Organic Search, Paid Search and Display Ads.

However, in this Channel Overview, we only focus on 2 main channels: Direct and Organic Search. Because these are the 2 easiest channels to search and also the 2 channels with the largest customtraffic.

On the Direct Channel side, the device-based traffic of all 3 businesses is stable. However, Biti's Total Traffic has the lowest percentage. This means that Biti's hasn't really stabilized total traffic or views. This is an important metric for evaluating the popularity and performance of an online platform, and perhaps Biti's Direct Channel performance needs to be refined.

In Organic Search Channel, the device-based traffic of all 3 businesses is also relatively stable. However, Biti's should still learn from its junior Ananas, Ananas' traffic by Desktop is quite good. This shows that Ananas optimizes his Website over Biti's. Biti's Total Traffic Organic Search is more stable than Total Traffic Direct. This shows that Biti's strength is in this search channel. Recommendations:

In order for direct search and organic search to be optimal for Biti's, Biti's should consider methods related to Website Optimization for Search Engines (SEO), ensuring that the website is optimized for content-related keywords. Use guest blogging or subscribing pages to reputable web directoriesto enhance your chances of appearing in search results. And the most basic, and most necessary, to improve the user experience on the website by optimizing page load speed, responsive design and

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ease of use, while creating quality landing pages and optimizing the buying process to increase conversion rates from visits to customers.

f) Finish evaluating the Website through the SimilarWeb tool:

Thanks to this tool, businesses can understand the indicators and performance from Biti's Website. From here they will know what they should do to improve and grow their Website.

In general, Biti's Website owns indicators ranging from good to good. In order to maintain this and surpass other competitors, Biti's should continue and increasingly improve and promote its inherent strengths. This requires in-depth analysis and expertise of departments such as Management Department, Marketing Department and the combination of Sales Department, with other departments...

3. Analyze Biti's Facebook Fanpage and Biti's competitors through Karma Fanpage tool:

Karma Fanpage Analysis Tool is used to analyze Facebook Fanpage metrics. Fanpage's data is taken within the previous 28-day period from the time of access. In the analysis below, the figures are taken from March 15, 2024.

The next metric is engagement, a high engagement usually indicates that the content shared makes users interested and actively participate in activities on the fan page. Biti's is also leading the way in engagement metrics of 0.21%, however, their engagement rate is still not very high compared to the ratio for the number of followers. Increased engagement may be needed to drive user engagement.

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