Digital Analytics – Group Assignment

MedfirstIndia

Dhanya FX20010

Dipin FX20011

Rena FX20032

Supraja FX20040

PGPM Flex Challengers 2018-2020

Greatlakes Institute of Management

 Med first India

The assignment was to comb through the data of the “MedfirstIndia” web page, on
Google Analytics and make recommendations based on any of the four P’s of
advertising. We have chosen Product and Promotion and have made observations in
the given data set.
 Product
Consumer
Demographics
The traffic is highest in the age group
of 25-34 , male

65+ age people have highest

conversion rate

Most of the products sold are

stethoscopes, which shows that the
audience probably are recent MBBS
graduates/junior doctors etc.

Recommendation: Target them on

social media – Insta & FBB
 Promotion
Hero Channel
This shows that their ad campaigns
are not working as they don’t
translate into traffic or conversions.
We also find that they are not
spending much on marketing.

The data shows that Word of mouth or

Referral is working well for the website.
 Promotion
Reasons for
high Bounce
Rate
We observed that the bounce rate is
really high because of the following
reasons:

 high loading time of website.

The product images aren’t appealing.

The site is not mobile friendly.

There is no proper call to action

button.
Promotion
Why does Social
Media has the
least conversion?
Negative reviews on the FB page
were not taken care of. The absence
ORM is detrimental to the company’s
online image.

The Posts are not engaging and very

direct selling based posts.
Recommendations
• According to the analytics, the target audience are the young ,so the company should be adding
social media channels as their key marketing media to get more awareness and conversions.
• Content is king and key to success of any campaign. The content , images and UI/UX of the
website need to be worked on to make it more engaging.
• Social Media Marketing is not being given much importance or thought. The posts should be
casual as the channel is not for information but for socialising. It should engage the customer –
Throwback to childhood using doctor set and now pursuing it, inspiring stories etc. This will help
the website garner more visibility.
• The ORM is very poor. Customer reviews, especially the negative reviews should be answered
and actioned upon.