Analyzing Smithsonian Associates’ Google Analytics to Understand E-Commerce Data, Customer Behavior, and Transitioning to Google Analytics 4
Project Background We worked with Smithsonian Associates to analyze their Google Analytics data as they anticipate a full transition from Universal Analytics to Google Analytics later this year. The scope of this analysis includes customer demographics and behavior, acquisition through traffic channels, e-commerce data, and checkout behavior. This case study outlines our main findings and …