Analytics: Using Demographics Saved Target Marketing Analytics: Using Demographic Data to Select Target Markets Genevieve owns a booming plastic surgery clinic in Santa Fe, New Mexico, She is specialized in the restoration, reconstruction, and alteration of facial and body aesthetics. In the past five years or so, she has noticed a surge of older people (aged 65+) retiring in her renowned city of Pueblo-style architecture, Santa Fe. So, she decided to study her target market Understanding her audience composition in terms of age, gender, and lifestyle would enable her to develop creative content on her website, buy the right media channel to communicate her messages, and target the accurate target market through marketing and remarketing campaigns. But, as a surgeon, she has neither the experience nor the time to do this on her own, So, she called a friend of hers, a university professor, and asked her to recommend a top marketing student to do this analysis. You are chosen from among 540 students. You begin by suggesting analyzing Genevieve's website users in order to gain an accurate picture of the composition of her target market Figure 1: Age, bounce rate and conversion rate Acquisition Online Behavior Purchase New Users Who User Pages Users Who Ecommerce Bounce Age All Users New Users Viewed Duration (on Viewed per Were REVENUE Conversion Rate Only One User avg.) in Engaged in a Rate Page Seconds Transaction 18-25 4500 1200 400 4 90 185 $25,000 26-35 6000 2400 600 5 120 550 $50,000 36.45 1000 300 250 3 70 30 $20,000 46-55 800 200 80 3 60 20 $15,000 56-65 500 50 30 2 45 5 $10,000 66+ 300 25 15 25 1 $500 1 1. You suggest that the first item to be analyzed should be the bounce rate. The bounce rate is the percentage of visitors to Genevieve's website who, after viewing one page navigate away from the site. A high bounce rate is an indicator that a homepage is boring or repellent. In order to obtain a low bounce rate, Genevieve has to improve the design of her website by making custom changes to its setup. According to various age groups, you calculate the bounce rate by dividing the number of users who viewed only one page by the number of new users (use the data in Figure 1). What did you find? A B C D E IVIL IN Www Only One User uvy. Lyuyu Rate Page Seconds Transaction 18-25 4500 1200 400 4 90 185 $25,000 26-35 6000 2400 600 5 120 550 $50,000 36-45 1000 300 250 3 70 30 $20,000 46-55 800 200 80 3 60 20 $15,000 56-65 500 50 30 45 5 $10,000 66+ 300 25 15 1 25 1 $500 1. You suggest that the first item to be analyzed should be the bounce rate. The bounce rate is the percentage of visitors to Genevieve's website who, after viewing one page, navigate away from the site. A high bounce rate is an indicator that a homepage is boring or repellent. In order to obtain a low bounce rate, Genevieve has to improve the design of her website by making custom changes to its setup. According to various age groups, you calculate the bounce rate by dividing the number of users who viewed only one page by the number of new users (use the data in Figure 1). What did you find? A D 1 Users Who Ago New Users Users Who Were Viewed Only 1 Bounce Rate Engaged in a Ecommerce Page Transaction Conversion Rate 2 18-25 NaN NaN 3 26-35 NaN NaN 36-45 NaN NaN 5 46-55 NaN NaN 56-65 NAN NaN 7 66- NaN NaN 4 6 O 35, 35, 50, 45, 60, 65 O 30, 30, 59, 45, 55, 68 O 33, 25, 83, 40, 60, 60 O 33, 27, 81, 43,58,63