Sneha Basu Roy from Google India Unlocks the Power of Analytics for ATLAS ISME’s MBA Students

In the fast-paced world of digital marketing, understanding user behaviour and leveraging data analytics are keys to unlocking success. Recently, the MBA students of ATLAS SkillTech University had the privilege of understanding the nitty-gritty of analytics from Sneha Basu Roy, VC & Startup Partnership at Google India. The immersive Masterclass on ‘Report Reading on Analytics’ provided students with wonderful insights into mapping out the consumer journey, understanding consumer demographics, and grasping the basic terminology of analytics.

Understanding Demographics and Deciphering Audience Preferences

The session commenced with an engaging Google 25 video, shedding light on the most searched topics on Google. This insightful introduction set the stage for the pivotal role of search data in understanding demographics and deciphering audience preferences. Sneha Basu Roy, with her wealth of experience, skillfully guided the participants through the complexities of Google Analytics, making it accessible even to those unfamiliar with technical jargon.

Understanding Google Analytics

Google Analytics, the focal point of the discussion, was portrayed as a powerful tool for businesses. It serves as the compass for navigating the vast landscape of user behaviour, offering invaluable insights to optimise conversion rates and foster business growth. The session delved into the intricacies of the tool, emphasising its user-friendly interface as a boon for businesses of all sizes.

An interesting video presentation followed, delving deeper into the capabilities of Google Analytics and highlighting its role in enhancing conversion rates by offering accurate insights. Aligning strategies with business objectives emerged as a key takeaway, as companies can harness the potential of Google Analytics to refine their approaches and drive growth effectively.

Practical Wisdom: The Shiprocket Case Study

One of the highlights of the Masterclass was the real-world application through a case study on Shiprocket, a startup business. Sneha Basu Roy illuminated the practical applications of Google Analytics in streamlining operations, optimising user experiences and ultimately achieving success in a competitive market landscape. The Shiprocket case study served as a beacon, guiding students on how to apply analytics concepts in their future endeavours.

Key Terms Learned: A Vocabulary for Success

Participants familiarised themselves with essential Google Analytics terms, including bounce rate, events, user retention, channels, sessions, audience, demographics, total users & views. This vocabulary served as the foundation for a deeper understanding of analytics concepts and their practical implications.

Engaging Class Assignment: Bridging Theory and Practice

The Masterclass wasn’t just about theory; it was a hands-on experience that culminated in a collaborative project. In groups of 4-5, participants embarked on a journey to launch a fintech company and explored how to leverage the user base of Shiprocket. The objectives included defining target audiences, identifying relevant metrics and developing optimisation strategies based on Google Analytics insights. This immersive assignment provided practical experience in applying analytics concepts to real-world scenarios, empowering participants to make informed decisions and drive success in digital marketing efforts.

The Google Analytics Masterclass by Sneha Basu Roy was a transformative experience for ATLAS SkillTech University’s MBA students. The session provided invaluable insights into understanding user behaviour and optimising website performance. Practical exercises, including the fintech website project, equipped attendees with actionable strategies for success in digital marketing endeavours. As these budding professionals take on the challenges of the digital landscape, they carry with them the knowledge and practical wisdom gained from this enlightening Masterclass, ensuring they are well-equipped to become tomorrow’s digital leaders.