" Entrepreneurial Leadership and Project ManagementPart ThreeAnalysis of analytic data to improve Marks and Spencer?s Digital marketing strategyAnalysis of data of digital marketing is a vital part of any organization. However, if it is aboutMarks and Spencer they should understand the value and importance of digital marketingdata analysis. This analytic data can help a business to understand the market where they areoperating. Depending on that Google analytic is one of the best application for the marketersto analysis the digital marketing(Jefferson and Tanton, 2013). However, the analysis can alsoprovide the best understanding of the paid searches and prospects of the e-commerce sites.Thus, the survey analysis can provide an understanding of the factors that leads a business totheir success by online marketing. Another application, Google AdWords is popular for quan- tifying the primary performance of an organization's digital marketing program. The softwareprovides some importance performance indicators like; impression, opens, clicks, conversionrates, and so on(nassar, 2015). These factors are the best suggestion of the business like Marksand Spencer to understand their digital marketing efforts and the performance of their web- site.The analytic package provides access to the retailers to take control on the customers' visit totheir websites and their ads. Apart from that, the application can provide the best idea of howthe ongoing paid search campaigns are working for the organization. There are a various ap- plication to analysis the analytic data for an organization. However, to improve the digitalmarketing of Marks and Spencer Google Analytic is one of the best application which is inte- grated with Google AdWords(Jefferson and Tanton, 2013). Nowadays, the application has itsvast use in the retail market to understand the investment for their digital marketing and alsoit provides the best understanding of how the company is generating their revenue in the cer- Page 13 of 21Entrepreneurial Leadership and Project Managementtain industry. The analytic tool has a great influence on the understanding of digital marketingperformance calculating and to generate more improved ways to upgrade the marketing per- formance(Nassar, 2015). The application has deep insight to achieve the best marketing strat- egy for any organization. With the help of Google Analytic, the retailer can understand thecustomers who are attracted by the marketing campaign. This application can measure theperspective customers for the organization for now or for near future. Google Analytics hastwo parts to understand the buyers. The parts are called session metrics and performance met- rics. The categories of Google Analytics are provided below:Session metrics:Session metrics can provide the best understanding of the buyers' behavior for an organiza- tion during the specific visit to the website. According to the application, the average viewcustomers is a good measure. It helps the organization to understand how much the websiteor the advertisement is flexible for the customers to navigate(Raab, 2008). According to thesession metrics, average session duration is a good indicator to understand the engagement ofcustomers in the advertisement or the website. By understanding the engagement of the cus- tomer, the company can measure the effectiveness of their digital marketing and also the needof the product that customers willing to purchase more. Another aspect of session metrics isbounce rate. This is a vital indicator for the company to understand how many visitors havesat their main page and how many visitors have left the website by not opening the next page.By this indicator the company can make effective digital marketing for their ongoing prod- ucts. Performance metrics:Performance metrics can supply the best understanding of the digital marketing„s perform- ance. Depending on the understanding, the performance metrics is divided into two parts.Page 14 of 21Entrepreneurial Leadership and Project ManagementOne of the indicators of this process is individual page performance tracker. This tracker cantrack the visitor's activity when they are accessing the advertisement in the website or otherdigital marketing campaign. It is also measurable for the organization to understand the un- derperformance of digital marketing campaign.Another factor is cross-platform perform- ance. This is also very important to understand the digital marketing for the retailers. Thisprocess can gauge the performance of the device. It accesses the search engine of the custom- ers'' device to provide them the best suggestion of purchase. Thus, this is also very importantto develop a digital marketing strategy(Raab, 2008).However, the analytic tool can build a better digital marketing strategy for Marks andSpencer to get more customers shortly. However, it is also important for the organization tounderstand the customers who are visiting the advertisements on the website and also in theadvertisement campaign. In this way, Marks and Spencer can develop their digital marketingstrategy(Jefferson and Tanton, 2013).Key words and Trends of Google analytics analyseIn order to maintain and upgrade the website, SEO is playing an essential role in the case ofMarks and Spencer's business and being accessible to their customer base with simply thesnap of a click. Besides that, with the help of an SEO, the management of Marks and Spencerwill increase their performance and ability indicator in digital market that helps for planningand strategy implementation to all stages of Web advancement to Web upgrading in UK retailindustry(Robbins, 2010). Other than that, Web facilitating and foundation undertake a part toimprove the natural search rankings on search engines. Apart from that, an appearance of theInternet and the World Wide Web has opened a plenty of chances for businesses to advertisetheir products and services. As well as administrations can recognize the requirements of cus- tomers accurately than ever. Along with part, these digital marketing through SEO remainedavailable and associated with their customers and potential clients concluded by the internet.Page 15 of 21 "