Using Google Analytics for Strategic Decision-Making inMarketing
2019
This article provides information about visitors’ of freely
accessible electronic journal analysis options via Google
Analytics resources. The low-budget magazine which readers can
freely download was selected for identification of causes
lowering the interest in similar magazines and make the
proposal to support of strategic marketing decisions. Google
Analytics was used to acquire data which is not related to the
conversion of visitors to obtain some information needed to
regulate the strategic decision making of the magazine. The
management of the magazine received clear information about the
development of communication with visitors. On the basis of the
data obtained, a specific strategic decision was taken for the
low-budget magazine. An invitation to the international
scientific conference Media and Education 2018 coorganized by
Media4u Magazine – Journal was sent to the selected segment of
the market. At the same time, information was provided that the
last conference proceedings were indexed in the Web of Science,
and the next edition will be submitted with an indexing
request. Another piece of information presented during this
period was an offer of publishing other articles in a magazine
issue. Subsequently, a partial impact survey of the implemented
actions was made using Google Analytics and proposed to modify
them. The result is a proposal of a strategy focusing on the
segment of doctoral students and the effort to recognize the
magazine as a specific space for the acquisition of doctoral
experience by trainers, schools, the Accreditation Office, etc.
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