+1(978)310-4246 credencewriters@gmail.com
  

Ammerman, W. (2019) The Invisible Brand, New York, McGraw Hill. ISBN: 978-1-260- 44125-3

Sponder, M, & Khan, , G.F. (2018). Digital Analytics for Marketing (1st ed.) New York and London Rutledge Taylor & Francis Group. ISBN: 978-1-138-19068-9

[Individual Project]
[ Sharon Ouko]
Saint Leo University
[Web Analytics /MBA-575]
[Dr. Stephen Baglione]
June 30, 2022
Student Signature: [ Sharon Ouko]
Organization (individual
Data
project)
Name (organization)
Location (city & state)
URL
Social media URLs (all) 1
ArtsyMe
Augusta Georgia

Homepage

https://www.facebook.com/ArtsyMe/
https://www.instagram.com/artsymestudio/
https://www.pinterest.com/artsymestudio/_created/
http://places.singleplatform.com/artsy-me/menu
For-profit or non-profit
For-Profit
Contact person’s name and Cricket Willis
email
(Will contact for email address)
(706) 432-6396.
Date you will contact them 2
30th May 2022
Last name of another student
working with you (if applicable)
Organization
Artsy me is an art studio, that was founded by Cricket and Brad Willis in December 2001. This was the
first contemporary studio in Augusta Georgia. Artsy did different projects around the town, including
schools, churches, and events to provide a creative opportunity to many. They currently have 2 locations
the first one in Downtown Augusta and the second one is Evans Georgia.
Organization Goal and Business Model
Artsy me was created to provide a safe creative environment for all ages to express themselves through
art. The business model is to provide artifacts that people can pick paint and get fired. They allow
everyone with ideas, tips, and tricks to create beautiful masterpiece. Once the pieces have been created
in the studio, it takes 3-7days to have them fired. The provide different services for different age groups
such as activity for kid’s birthday parties, they also organize ladies Night out, that ladies can book and
bring friends and some wine for a paint therapy. The other classes they offer is wheel class, anyone can
get their hands dirty along side an instructor as individual or a group. They can provide and
accommodate special events at request.
Target Audience
The target audience for Artsy me is anyone who has an art interest. They offer families chance to
participate in fun art together starting from kids to grown adults with no Age limits. While they offer
different package services to Kids, birthday parties, ladies’ wine, and wheeling lessons. Typically, the
store targets school going kids and families with ages ranging from 10-45. Artsy me has two locations,
that serves different side of Augusta town.
3. Identify the key target audience/customers for the company’s brand.
4. Identify the organization’s main competitors. If the organization is a non-profit, then the issue would
be fundraising and effective pursuit of its mission.
Artsy me has 2 main competitors, Ar workshop evans and 4p studio. According to MOZ Artsy me has a
domain authority of 21 linking domains of 34 linking domains, 82 inbound links and page authority 23.
According to Brockbanks, 2022 Because Google views external links as votes of popularity for a website
or webpage, there is a strong correlation between sites with lots of (quality) backlinks and higher
rankings. Compared to the other companies
Artsy me is linked to a few authoritative sites such as mapquest .com and trip advisor. Artsy me had
different landing pages with the strongest being artymestudion.com.
5. Describe the brand’s competitive advantages and limitations relative to the key competitors. In case
of a non-profit, the competition would be for funds that people may give to other non-profits who may
share similar missions.
Advantages
Total visits
Apart from arworkshop, Artsyme had the highest traffic of visitors to its website, with 7103 followed by
4p studio at 5,000 since hey are both local stores. This can show that people are interested in artsy me
brand and the products they offer. They were also leading in having the largest traffic for activities such
as kids summer art camp in August where they were commanding. Artsyme was also commanding
majority of traffic having a 82% over 4p studio art that they share a lot of similarity in services they offer.
Artsy me was also leading in the category of direct search done on its owned media. This means that the
company brand is doing well through the digital word of mouth. Most of searches occur in owned
media, through the website and social media pages.
Disadvantages
4p art studio was commanding the lead in organic search. This means that 4p art had better content
than Artsy me. Website content plays a huge role in search engine optimization and keywords that
makes the brand visible. Sponder and Khan 2018 states that based on organic search ranking factors,
businesses primarily focus on Search Engine Optimization (SEO), the process of optimizing a website to
receive the most visitors through a search engine.
4p studio is ranked better than Artsy me and Ar worksop. Arsty me is trailing behind mostly because of
the content they have on their website and which may not show the full picture of the services that they
are know to offer to their clients. Improving on their content could see them increase clients and a
higher traffic and better return of investment.
Pages per visit
Artsy performed poorly in pages per visit, as averagely people spent 1.76 compared to 4P studio where
users spent averagely 7 pages and arworkshop had 2.34. This means they have a lower conversion rate
than competitors who could spend more time going through the website, making bookings and even
buying products that they did not initially intend to.
Visit duration
While artsy me had high number of visitors, the visitors spent an average 36 seconds compared to
competitors such as 4p that had 2:37 minutes and arworkshop that had 1:11 minutes.
Bounce rate
Artsy me had a high bounce rate than its competitors with 82.56%. arworkshop had 69.22%. This means
that artsy me lost most visitors that viewed its pages they would get disinterested and go to view other
sites with better content and services.
Ranking
Arworkshop is ranked better than Artsy me and 4p studio. Arworkshop is ranked the best in the industry
followed by artsy me. And because they have stores country wide, they have more likelihood to attract
clients more than artsy me which is a local art studio.
Domain authority
Arworkshop is the leading in page authority of 38 and domain authority of da of 49. Artsy me has PA of
23 and DA of 21 while 4P studio has PA of 27 and DA of 15. Artsy me has the lowest page authority
amongst its industry competitors. Artsyme had no internal links. Links serve to represent organizational
social relationship and serve as a validation to organizations they are linked to.
InboundLinks
4p studio is leading in inbound links having 355 followed by arworkshop at 81 and artsy me at 80.
Sellers 2020 suggests that think of inbound links as votes of confidence. If someone thought your
content was worth linking to within their own content, it’s a good indicator that content is an
authoritative resource on the subject. Sponder and Khan 2018 state that incoming links serve to
increase the page authority, which helps SEO page rankings.
6. Based on the answers from questions 1-5, provide a detailed list of the key variables that the
organization needs to assess with regard to the company’s overall brand image and mission. Keep in
mind that non-profits can be thought of as brands, too.
7. List which of the above variables can be wholly or partially measured using web analytics.
8. Divide these variables into categories like owned and earned metrics.
9. List all the analytics metrics you will use to measure these variables. Provide specific metrics for each
variable.
10. Provide recommendations about which web analytics tools and software packages are best for each
variable and its selected metrics. Explain why you have selected them
Reference
Brockbank, J. (2022, March 22). What are Backlinks & How To Build Your Backlink profile.
Semrush Blog. Retrieved June 26, 2022, from https://www.semrush.com/blog/what-arebacklinks/
The Leading Traffic Intelligence Platform. Welcome back! – SimilarWeb Identity. (n.d.).
Retrieved June 26, 2022, from
https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/websiteperformance/artsymestudio.com,4pstudiosart.com/*/999/3m?webSource=Total
Sellers, A. (2020, November 11). 15 amazing blogging insights your analytics can tell you.
HubSpot Blog. Retrieved June 17, 2022, from
https://blog.hubspot.com/blog/tabid/6307/bid/30737/10-amazing-blogging-insights-youranalytics-can-tell-you.aspx
[Individual Project]
[ Sharon Ouko]
Saint Leo University
[Web Analytics /MBA-575]
[Dr. Stephen Baglione]
June 30, 2022
Student Signature: [ Sharon Ouko]
Organization (individual
Data
project)
Name (organization)
Location (city & state)
URL
Social media URLs (all) 1
ArtsyMe
Augusta Georgia

Homepage

https://www.facebook.com/ArtsyMe/
https://www.instagram.com/artsymestudio/
https://www.pinterest.com/artsymestudio/_created/
http://places.singleplatform.com/artsy-me/menu
For-profit or non-profit
For-Profit
Contact person’s name and Cricket Willis
email
(Will contact for email address)
(706) 432-6396.
Date you will contact them 2
30th May 2022
Last name of another student
working with you (if applicable)
Organization
Artsy me is an art studio, that was founded by Cricket and Brad Willis in December 2001. This was the
first contemporary studio in Augusta Georgia. Artsy did different projects around the town, including
schools, churches, and events to provide a creative opportunity to many. They currently have 2 locations
the first one in Downtown Augusta and the second one is Evans Georgia.
Organization Goal and Business Model
Artsy me was created to provide a safe creative environment for all ages to express themselves through
art. The business model is to provide artifacts that people can pick paint and get fired. They allow
everyone with ideas, tips, and tricks to create beautiful masterpiece. Once the pieces have been created
in the studio, it takes 3-7days to have them fired. The provide different services for different age groups
such as activity for kid’s birthday parties, they also organize ladies Night out, that ladies can book and
bring friends and some wine for a paint therapy. The other classes they offer is wheel class, anyone can
get their hands dirty along side an instructor as individual or a group. They can provide and
accommodate special events at request.
Target Audience
The target audience for Artsy me is anyone who has an art interest. They offer families chance to
participate in fun art together starting from kids to grown adults with no Age limits. While they offer
different package services to Kids, birthday parties, ladies’ wine, and wheeling lessons. Typically, the
store targets school going kids and families with ages ranging from 10-45. Artsy me has two locations,
that serves different side of Augusta town.
3. Identify the key target audience/customers for the company’s brand.
4. Identify the organization’s main competitors. If the organization is a non-profit, then the issue would
be fundraising and effective pursuit of its mission.
Artsy me has 2 main competitors, Ar workshop evans and 4p studio. According to MOZ Artsy me has a
domain authority of 21 linking domains of 34 linking domains, 82 inbound links and page authority 23.
According to Brockbanks, 2022 Because Google views external links as votes of popularity for a website
or webpage, there is a strong correlation between sites with lots of (quality) backlinks and higher
rankings. Compared to the other companies
Artsy me is linked to a few authoritative sites such as mapquest .com and trip advisor. Artsy me had
different landing pages with the strongest being artymestudion.com.
5. Describe the brand’s competitive advantages and limitations relative to the key competitors. In case
of a non-profit, the competition would be for funds that people may give to other non-profits who may
share similar missions.
Advantages
Total visits
Apart from arworkshop, Artsyme had the highest traffic of visitors to its website, with 7103 followed by
4p studio at 5,000 since hey are both local stores. This can show that people are interested in artsy me
brand and the products they offer. They were also leading in having the largest traffic for activities such
as kids summer art camp in August where they were commanding. Artsyme was also commanding
majority of traffic having a 82% over 4p studio art that they share a lot of similarity in services they offer.
Artsy me was also leading in the category of direct search done on its owned media. This means that the
company brand is doing well through the digital word of mouth. Most of searches occur in owned
media, through the website and social media pages.
Disadvantages
4p art studio was commanding the lead in organic search. This means that 4p art had better content
than Artsy me. Website content plays a huge role in search engine optimization and keywords that
makes the brand visible. Sponder and Khan 2018 states that based on organic search ranking factors,
businesses primarily focus on Search Engine Optimization (SEO), the process of optimizing a website to
receive the most visitors through a search engine.
4p studio is ranked better than Artsy me and Ar worksop. Arsty me is trailing behind mostly because of
the content they have on their website and which may not show the full picture of the services that they
are know to offer to their clients. Improving on their content could see them increase clients and a
higher traffic and better return of investment.
Pages per visit
Artsy performed poorly in pages per visit, as averagely people spent 1.76 compared to 4P studio where
users spent averagely 7 pages and arworkshop had 2.34. This means they have a lower conversion rate
than competitors who could spend more time going through the website, making bookings and even
buying products that they did not initially intend to.
Visit duration
While artsy me had high number of visitors, the visitors spent an average 36 seconds compared to
competitors such as 4p that had 2:37 minutes and arworkshop that had 1:11 minutes.
Bounce rate
Artsy me had a high bounce rate than its competitors with 82.56%. arworkshop had 69.22%. This means
that artsy me lost most visitors that viewed its pages they would get disinterested and go to view other
sites with better content and services.
Ranking
Arworkshop is ranked better than Artsy me and 4p studio. Arworkshop is ranked the best in the industry
followed by artsy me. And because they have stores country wide, they have more likelihood to attract
clients more than artsy me which is a local art studio.
Domain authority
Arworkshop is the leading in page authority of 38 and domain authority of da of 49. Artsy me has PA of
23 and DA of 21 while 4P studio has PA of 27 and DA of 15. Artsy me has the lowest page authority
amongst its industry competitors. Artsyme had no internal links. Links serve to represent organizational
social relationship and serve as a validation to organizations they are linked to.
InboundLinks
4p studio is leading in inbound links having 355 followed by arworkshop at 81 and artsy me at 80.
Sellers 2020 suggests that think of inbound links as votes of confidence. If someone thought your
content was worth linking to within their own content, it’s a good indicator that content is an
authoritative resource on the subject. Sponder and Khan 2018 state that incoming links serve to
increase the page authority, which helps SEO page rankings.
6. Based on the answers from questions 1-5, provide a detailed list of the key variables that the
organization needs to assess with regard to the company’s overall brand image and mission. Keep in
mind that non-profits can be thought of as brands, too.
7. List which of the above variables can be wholly or partially measured using web analytics.
8. Divide these variables into categories like owned and earned metrics.
9. List all the analytics metrics you will use to measure these variables. Provide specific metrics for each
variable.
10. Provide recommendations about which web analytics tools and software packages are best for each
variable and its selected metrics. Explain why you have selected them
Reference
Brockbank, J. (2022, March 22). What are Backlinks & How To Build Your Backlink profile.
Semrush Blog. Retrieved June 26, 2022, from https://www.semrush.com/blog/what-arebacklinks/
The Leading Traffic Intelligence Platform. Welcome back! – SimilarWeb Identity. (n.d.).
Retrieved June 26, 2022, from
https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/websiteperformance/artsymestudio.com,4pstudiosart.com/*/999/3m?webSource=Total
Sellers, A. (2020, November 11). 15 amazing blogging insights your analytics can tell you.
HubSpot Blog. Retrieved June 17, 2022, from
https://blog.hubspot.com/blog/tabid/6307/bid/30737/10-amazing-blogging-insights-youranalytics-can-tell-you.aspx
1
Overall brand image and mission ArtsyMe
Differentiate products or services from competitors (American Marketing Association,
AMA). ArtsyMe is more than a symbol; it’s a signifier linked to three forms of client
information. Due to the rising number of charitable organizations and the associated rise in
rivalry for contributions, the nonprofit brand, which may be characterized in a variety of ways
(such as a name, logo, design, jingle, etc.), is increasingly vital in differentiating one charity
from another. Despite the rising importance of charity branding in garnering donations, little
research has been done. One study has examined the effect of a charity’s brand image. Bennett
and Gabriel (2003) found that a favorable brand image increases donations. This is true.
Despite having five traits (compassion, dynamism, idealism, focus on beneficiaries, and nonpolitical image), their nonprofit brand image is oriented on commercial branding rather than
charity branding. The scale components were established using brand-specific literature on
business reputation. Fortune’s reputation indexes were also employed.
•
ArtsyMe’s charity brand personality has attracted more research interest than its brand
image. In pursuit of this notion, scholars have analyzed the brand personalities of
philanthropic organizations and their influence on people’s dispositions to contribute. One
study assessed the charity brand’s personality using four dimensions: honesty, toughness,
sophistication, and nurturing (Venable, Rose, Bush and Faye 2005).
•
These four brand personality factors may influence contribution intention, although none
explain more than 20%. In another study, brand personality and real donations were
linked. Emotional connection, tradition, service, and voice only account for 4% of total
donations and 6% of the most recent giving, according to their study (both explained by a
single dimension, emotional engagement).
2
•
The nonprofit organization’s typicality might also impact donation habits. Typicality is
based on categorization. The brand, a conceptual framework, presupposes a model super
brand. The prototype is the most typical product of a brand, and the others vary in
typicality depending on how closely they match it. When a product fits the brand’s image,
it’s called usual. In the context of brand growth, ordinary goods have a higher buy
intention than uncommon ones. Current study focuses on the brand’s typicality in its
product category.
•
A person may find a connection with a humanitarian cause strange if it violates his
impression of it. The more common an organization’s “mission category,” the bigger it’s
giving intentions. Donors may give more to the ArtsyMe’s because they see it as a more
traditional humanitarian organization than Doctors without Borders. Perceptions about an
organization’s humanitarian similarity may impact charitable giving.
Variable analysis
First, ArtsyMe may utilize the scale in donor, volunteer, and employee surveys or brand
image research. They may utilize it to market the nonprofit’s brand against rivals. Measuring
image annually would allow the business to track the impact of its communications initiatives
and image changes over time. An organization might measure the impact of a celebrity endorser,
speaking event, or billboard campaign. The scale may be used for face-to-face interviews or selfadministered surveys, allowing NGOs to utilize it in mailings or websites. Fundraising
professionals want to measure their brand image but don’t have the money to buy surveys. This
scale reduces data collection costs.
Second, many of the five investigated organizations like ArtsyMe had low affect ratings but high
trust in usefulness and efficiency. They appear to have lacked emotional connection with donors.
3
Ewing and Napoli (2005) advocate that nonprofits manage their brand in three dimensions:
interaction, orchestration, and affect (i.e. develop detailed knowledge of what the stakeholders
like or dislike about the brand). Authors believe that nonprofits must develop brand emotions to
recruit volunteers.
This study shows the importance of donor efficiency. Nonprofits like ArtsyMe must convey their
efficiency through publishing and sending donor accounts, holding open house days, and
presenting gift equivalencies (e.g. one dollar can feed a child for one week). This verifies
Merchant, Ford, and Sergeant’s previous findings on donor feedback (2010).
Fourth, Artsy Me must be representative of their cause to attract time and money contributions.
Organizations should distinguish their marketing methods from commercial brands and advertise
as humanitarian causes.
Analytics metrics
Traffic sources Use Google Analytics to track Arts Me ‘s website traffic.
How do visitors find your website? This question may help you advertise your organization and
attract donations.
•
These Google Analytics acquisition categories might help:
Naturally-occurring traffic. These are visitors from Google or Bing. Low organic traffic may be
because ArtsyMe pages don’t rank for search queries.
•
Referrals.
These are people who connect to ArtsyMe site. This lets you know which external sites send the
most traffic and what sort of visitors.
•
Traffic social.
4
This shows which social media sites provide the most visitors to your site. ArtsyMe can check
which posts get the most visits. ArtsyMe can also observe which pages site visitors visit after
they arrive. ArtsyMe can then determine which pages are most popular for each traffic channel.
•
Website Session Length
Nonprofits may evaluate visitor time on their site to boost conversions. If visitors come on
ArtsyMe site and quickly leave, the information isn’t satisfying their needs. Session length is
most useful when examined with other parameters, such as:Roadway. Google users spend more
time on your site than news readers. Do Facebook users read blog entries they click on?
Page-turner. Are some pages high-bounce? If so, revise some material or redirect older pages to
more relevant, updated information.
•
Keyword.
Do landing pages answer search queries? If consumers leave ArtsyMe site rapidly, it might
mean your material isn’t relevant.
•
AdWords Analytics
If ArtsyMe organization has a Google Grant, use AdWords data to gauge campaign
performance. If ArtsyMe organization has a Google Grant, ArtsyMe know the various metrics
you may measure. Integrate AdWords with Google Analytics to view AdWords data alongside
site analytics.
Recommendations about which web analytics tools
Web analytics solutions allow one to keep track of the ArtsyMe site’s statistics, which include
information such as the number of people seeing each page, the websites from which they
originated, and other data that may be used to paint a picture of who the ArtsyMe audience is.
However, which instrument for web analytics should ArtsyMe make use of? This page, which
5
was completely updated in 2011, is a summary of what six experts in the field of nonprofit
organizations have to say.
ArtsyMe’s Web analytics solutions allow ArtsyMe to keep track of ArtsyMe’s site’s statistics,
which include information such as the number of people seeing each page, the websites from
which they originated, and other data that may be used to paint a picture of who ArtsyMe’s
audience is. However, which instrument for web analytics should ArtsyMe make use of? This
page, which was completely updated in 2011, is a summary of what six experts in the field of
nonprofit organizations have to say.
How many individuals go to ArtsyMe’s website on a daily basis? What kinds of things do they
do there? Which aspects are the most well received? Was the investment in that major makeover
worthwhile? If thoughts like these are keeping you up at night, it may be time to look into
investing in a web analytics solution. These types of tools monitor the key metrics of ArtsyMe’s
website in order to assist them in measuring traffic, comprehending the needs and behavior of
your visitors, and gauging the click-through rates of new content or features. In a nutshell, they
help you find answers to these and other similar questions.
The requirements for recording data are comparable across all types of organizations, including
charitable organizations, public libraries, and small and large enterprises. But because there are
so many options now, it might be hard to choose the right package of analytics tools.
Idealware inquired about the ArtsyMe site’s web analytics solutions that had proven successful
for six professionals in the charity sector. In addition to this, we combed through reports on the
subject and looked at posts that were made on a variety of nonprofit listservs
6
References
Brockbank, J. (2022, March 22). What are Backlinks & How To Build Your Backlink profile.
Semrush Blog. Retrieved June 26, 2022, from https://www.semrush.com/blog/what-arebacklinks/
The Leading Traffic Intelligence Platform. Welcome back! – SimilarWeb Identity. (n.d.).
Retrieved June 26, 2022, from
https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/websiteperformance/artsymestudio.com,4pstudiosart.com/*/999/3m?webSource=Total
Sellers, A. (2020, November 11). 15 amazing blogging insights your analytics can tell you.
HubSpot Blog. Retrieved June 17, 2022, from
https://blog.hubspot.com/blog/tabid/6307/bid/30737/10-amazing-blogging-insights-youranalytics-can-tell-you.aspx
[Individual Project]
[ Sharon Ouko]
Saint Leo University
[Web Analytics /MBA-575]
[Dr. Stephen Baglione]
July 2, 2022
Student Signature: [ Sharon Ouko]
Organization (individual
Data
project)
Name (organization)
Location (city & state)
URL
Social media URLs (all) 1
ArtsyMe
Augusta Georgia

Homepage

https://www.facebook.com/ArtsyMe/
https://www.instagram.com/artsymestudio/
https://www.pinterest.com/artsymestudio/_created/
http://places.singleplatform.com/artsy-me/menu
For-profit or non-profit
For-Profit
Contact person’s name and Cricket Willis
email
(Will contact for email address)
(706) 432-6396.
Date you will contact them 2
30th May 2022
Last name of another student
working with you (if applicable)
Organization
Artsy me is an art studio, that was founded by Cricket and Brad Willis in December 2001. This was the
first contemporary studio in Augusta Georgia. Artsy did different projects around the town, including
schools, churches, and events to provide a creative opportunity to many. They currently have 2 locations
the first one in Downtown Augusta and the second one is Evans Georgia.
Organization Goal and Business Model
Artsy me was created to provide a safe creative environment for all ages to express themselves through
art. The business model is to provide artifacts that people can pick paint and get fired. They allow
everyone with ideas, tips, and tricks to create beautiful masterpiece. Once the pieces have been created
in the studio, it takes 3-7days to have them fired. The provide different services for different age groups
such as activity for kid’s birthday parties, they also organize ladies Night out, that ladies can book and
bring friends and some wine for a paint therapy. The other classes they offer is wheel class, anyone can
get their hands dirty along side an instructor as individual or a group. They can provide and
accommodate special events at request.
Target Audience
The target audience for Artsy me is anyone who has an art interest. They offer families chance to
participate in fun art together starting from kids to grown adults with no Age limits. While they offer
different package services to Kids, birthday parties, ladies’ wine, and wheeling lessons. Typically, the
store targets school going kids and families with ages ranging from 10-45. Artsy me has two locations,
that serves different side of Augusta town.
3. Identify the key target audience/customers for the company’s brand.
4. Identify the organization’s main competitors. If the organization is a non-profit, then the issue would
be fundraising and effective pursuit of its mission.
Artsy me has 2 main competitors, Ar workshop evans and 4p studio. According to MOZ Artsy me has a
domain authority of 21 linking domains of 34 linking domains, 82 inbound links and page authority 23.
According to Brockbanks, 2022 Because Google views external links as votes of popularity for a website
or webpage, there is a strong correlation between sites with lots of (quality) backlinks and higher
rankings. Compared to the other companies
Artsy me is linked to a few authoritative sites such as mapquest .com and trip advisor. Artsy me had
different landing pages with the strongest being artymestudion.com.
SHOULD CHNGE TO SUBSCRIPTION CENTRIC IDEA
5. Describe the brand’s competitive advantages and limitations relative to the key competitors. In case
of a non-profit, the competition would be for funds that people may give to other non-profits who may
share similar missions.
Advantages
Total visits
Apart from arworkshop, Artsyme had the highest traffic of visitors to its website, with 7103 followed by
4p studio at 5,000 since hey are both local stores. This can show that people are interested in artsy me
brand and the products they offer. They were also leading in having the largest traffic for activities such
as kids summer art camp in August where they were commanding. Artsyme was also commanding
majority of traffic having a 82% over 4p studio art that they share a lot of similarity in services they offer.
Artsy me was also leading in the category of direct search done on its owned media. This means that the
company brand is doing well through the digital word of mouth. Most of searches occur in owned
media, through the website and social media pages.
Disadvantages
4p art studio was commanding the lead in organic search. This means that 4p art had better content
than Artsy me. Website content plays a huge role in search engine optimization and keywords that
makes the brand visible. Sponder and Khan 2018 states that based on organic search ranking factors,
businesses primarily focus on Search Engine Optimization (SEO), the process of optimizing a website to
receive the most visitors through a search engine.
4p studio is ranked better than Artsy me and Ar worksop. Arsty me is trailing behind mostly because of
the content they have on their website and which may not show the full picture of the services that they
are know to offer to their clients. Improving on their content could see them increase clients and a
higher traffic and better return of investment.
Pages per visit
Artsy performed poorly in pages per visit, as averagely people spent 1.76 compared to 4P studio where
users spent averagely 7 pages and arworkshop had 2.34. This means they have a lower conversion rate
than competitors who could spend more time going through the website, making bookings and even
buying products that they did not initially intend to.
Visit duration
While artsy me had high number of visitors, the visitors spent an average 36 seconds compared to
competitors such as 4p that had 2:37 minutes and arworkshop that had 1:11 minutes.
Bounce rate
Artsy me had a high bounce rate than its competitors with 82.56%. arworkshop had 69.22%. This means
that artsy me lost most visitors that viewed its pages they would get disinterested and go to view other
sites with better content and services.
Ranking
Arworkshop is ranked better than Artsy me and 4p studio. Arworkshop is ranked the best in the industry
followed by artsy me. And because they have stores country wide, they have more likelihood to attract
clients more than artsy me which is a local art studio.
Domain authority
Arworkshop is the leading in page authority of 38 and domain authority of da of 49. Artsy me has PA of
23 and DA of 21 while 4P studio has PA of 27 and DA of 15. Artsy me has the lowest page authority
amongst its industry competitors. Artsyme had no internal links. Links serve to represent organizational
social relationship and serve as a validation to organizations they are linked to.
InboundLinks
4p studio is leading in inbound links having 355 followed by arworkshop at 81 and artsy me at 80.
Sellers 2020 suggests that think of inbound links as votes of confidence. If someone thought your
content was worth linking to within their own content, it’s a good indicator that content is an
authoritative resource on the subject. Sponder and Khan 2018 state that incoming links serve to
increase the page authority, which helps SEO page rankings. Artsy me should there get more links to
their website as this corelates to popularity of the website and thus higher web traffic.
6. Based on the answers from questions 1-5, provide a detailed list of the key variables that the
organization needs to assess with regard to the company’s overall brand image and mission. Keep in
mind that non-profits can be thought of as brands, too.
Brand image: Google Alerts and Trends, SEO, software, review sites, etc.
7. List which of the above variables can be wholly or partially measured using web analytics.
8. Divide these variables into categories like owned and earned metrics.
Variables
categories)
(broad
Owned
(yes,
no, partially)
Popularity/Ranking
Brand visibility
Social media reviews
Customer
engagement
Financial investment
Demographic
Earned
Measurement
Metrics
• Web
Industry
metrics
Perfomance
• Social
Popularity
media
Ranking
Analytics
Market share
(yes,
Software
no, partially)
(list brand name)
•
Google
analytics
MOZ
Google trends
•
•
•
Customer
retention
•
9. List all the analytics metrics you will use to measure these variables. Provide specific metrics for each
variable.
10. Provide recommendations about which web analytics tools and software packages are best for each
variable and its selected metrics. Explain why you have selected them
Reference
Brockbank, J. (2022, March 22). What are Backlinks & How To Build Your Backlink profile.
Semrush Blog. Retrieved June 26, 2022, from https://www.semrush.com/blog/what-arebacklinks/
The Leading Traffic Intelligence Platform. Welcome back! – SimilarWeb Identity. (n.d.).
Retrieved June 26, 2022, from
https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/websiteperformance/artsymestudio.com,4pstudiosart.com/*/999/3m?webSource=Total
Sellers, A. (2020, November 11). 15 amazing blogging insights your analytics can tell you.
HubSpot Blog. Retrieved June 17, 2022, from
https://blog.hubspot.com/blog/tabid/6307/bid/30737/10-amazing-blogging-insights-youranalytics-can-tell-you.aspx
Sponder, M., & Khan, G. F. (2018). Digital Analytics for Marketing. Taylor & Francis.
https://bookshelf.vitalsource.com/books/9781317278436

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