Why Google Analytics?

I recently remember reading a quote: “Marketing has changed more in the past 2 years compared to the last 50.” Although I have some doubts – the creation of the internet being one – I have always found innovation fascinating. My choice to focus on becoming certified in Google Analytics and Content Marketing through HubSpot is derived from an upcoming sales job in the summer, and my love for innovation. During my days as a teenager, I always thought the word “innovation” meant an improved product, or a special version of something that already exists. Now of course, that isn’t entirely false; examples of innovation range from phones to enhanced sporting equipment. Fast forward 5 years, and I have come to the understanding that the intangibility of innovation is arguably more valuable than its physicality. For this reason, in addition to my future employment plans, I chose to focus mainly on the study of Google Analytics.

This innovative software measures many Key Performance Indicators that businesses can use to better direct their product or service to consumers. The importance of KPIs is derived from the segmentation and metrics available on Google Analytics. Following the imputation of segments, such as Conversion Rates and Click-Through-Rates, companies can track the activity of their consumers online. This allows businesses to modify their marketing and advertising methodology, in order to comply with the tendencies of their consumer. For example, if the analytics for a direct email campaign that direct the consumer to their website display high engagement, but also a high Bounce Rate, the website may need to be modified. Like any situation, discovering the source of an issue or problem earlier rather than later, can make a huge difference especially in business. The usage of this software is vital for interpreting data that can transform the way a business functions.

The analytics within the program are derived from the information inputted, but how do we know if the information acquired is related to your target market? The “Audience” tab in Google Analytics is where the user can input their desired demographics and specific geographical locations for their target market. The system will then only compile data from the designated segments.

Google analytics is a software that not only makes lives easier for the businesses using it, but also to gain a better understanding of the target market.


Stream into the Future

The future of how information is provided to us lies within the boundaries of streaming. Throughout the world – more specifically Canada and the United States – have become accustomed to providing these streaming services to the public in many forms. These range from online music services such as Apple Music and Spotify, to television and movie streaming services like Netflix.

The unique aspect of streaming compared to traditional services is the immediacy. For example, the satisfaction people gain today from having the internet in their pocket is astronomical compared to its public inception in 1991. Audio streaming has also modernized the industry, with on-demand audio services contributing to 54% of audio consumption in 2017. Conversely, physical and digital album sales decreased 17.7% in 2017; over 45 million less copies sold. The amount of money in the streaming business is growing rapidly, with over 400 billion audio streams in 2017. Combined, both audio and video streaming grew 43% in 2017.

Below is a video that myself, and classmate Jack Moses completed for this research.

Although streaming is becoming ever so popular, there are many limitations to how it’s regulated to the public. Services such as Netflix have secure privacy settings, and recommending shows and movies depending on your viewing tendencies through analytical collection. However, there are plenty of illegal and unstable websites that provide average quality movies for free without downloading. “123Movies” and “YesMovies” are two websites to name a few.

As we continue into the future, AI continues to evolve to provide even more accurate suggestions for both audio and video streaming services. The industry continues to produce billions of dollars, and the its ever growing popularity makes this business a main focus in 2018. The future of video and audio is streaming.



Learning Google Analytics

Learning Google Analytics

Following many weeks of study, I am finally ready to take my Google Analytics Certification test. I have also made progress on the Inbound Sales certification, which I chose over Sales Enablement because of the business owner perspective for which it was being conveyed. The process I use in doing these certifications is managing time in the class room, as well as adjusting time for leisure at home in order to focus more on the weekly goals I have set in Asana.

I am taking time this Sunday to take the test, and leave a buffer for next week incase I do not pass and get locked out. In that case, I will continue to pick up where I’ve left off in acquiring the Inbound Sales certification. So far, the progress I’ve made with my Google Analytics certification has been promising. I haven’t found it too complicated during the learning process. The interface does have small buttons with no captions sometimes that is one confusing aspect. Learning and memorizing these buttons and many of the shortcuts on Google Analytics will help me gain knowledge with the site.

Although I feel as though I am progressing well, I’m also very involved in other classes for which homework has been given. It is extremely important to my success in the next month and a half if I can manage my time correctly and meet deadlines with efficiency. I will be providing a Keynote lecture that involves a step-by-step analysis of the process of using the correct fields in obtaining information that is relevant to the many characteristics within Google Analytics. These characteristics include customer behaviour, geographics, demographics, conversion and more.

Throughout the final weeks I will be focusing on the Inbound Sales certification on HubSpot, however I am still leaving the next week as buffer time incase my Google Analytics test on Sunday is below average. I expect to be complete my certifications during the week of April 15th.

What does it mean to be a Global Citizen?

What does it mean to be a Global Citizen?

There are multiple aspects that go into being a global citizen, however one of the characteristics I find most important, is the determination to make a difference in the world regardless of your social status. Whether you’re in Paris, Kingston or Los Angeles, there are always opportunities to contribute to society.

The act of investing in something you want or obtaining a job to maintain a standard of living, are just a few examples what it means to be a global citizen. Striving for your own success will ensure your passion for the pathway you prefer to take in life. For example, if you have a strong passion for the sport of hockey but are unable to play, it would make sense to make a career out of something hockey-related. Fields such as sports marketing would be a relevant career path to someone who has completed a post-secondary education in some marketing capacity. Moreover, an equipment manager would also be a great career path for someone who may not have completed a post-secondary education. The act of contributing to society is the responsibility of being a global citizen.

In conclusion, a global citizen is not just being present in the world. It’s showing the rest of the world that you are present, and determined to make the world a better place for generations to come. Whatever passion that fuels your drive, that’s what you have to follow in order to be a happy, successful global citizen.

Intangible over Tangible

Intangible over Tangible

Obtaining above-average grades in post-secondary education courses, such as marketing and advertising will only take you so far in life. What I’ve learned by blogging is that intangible characteristics are more valuable than tangible ones to employers. Training myself to have the proper mindset when communicating with employers and members of authority is key.

Blogging is a strategy that I have taken seriously, and will continue to be a priority to me throughout the remainder of my post-secondary education. Charisma, respect, and professionalism are all important intangible aspects that employers look for in students today. I enjoy the aspect of sharing reflective content to assist people in understanding who I am, and portray a professional image to employers.

Posting to a global audience is nothing new to me mainly because of my experience with social media. Although they are personal accounts, I keep a certain degree of professionalism within my pages. I ensure that my photos, posts and shares do not compromise the integrity of my image as a student. For example, a photo of myself drunk at a college party would be a foolish item to share on Facebook, compared to a Snapchat group of close friends; I digress.

Maintaining access to my blog has definitely had an impact on the efficiency in which I work, in addition to my attention to proper formatting and vocabulary. Identifying my weaknesses and knowing how to use my strengths against them, which has assisted in shaping me as a person.

This helps me grow as a student by expressing my weaknesses and most importantly my strengths, through school work and various types of related research. Therefore, my further continuation of this blog will continue to sharpen my skills as a writer, and become more credible in the world of marketing and advertising.

Consumer Behaviour – The Hockey Dad


The uniqueness of the hockey dad is what draws my interest to consumer behaviour. The analysis took place at a Chapters location in Kingston, with a Starbucks attached to the premises. The consumer who I observed at Chapters was dressed as a business casual man; approximately age of 35 years old; observing novels in the sports section with a Starbucks coffee. I noticed he had a wedding ring, therefore it’s possible he is married with a family.IMG_1146

Based on the way he was dressed I would say he makes at least $60,000 per year. Hobbies of the consumer may include hockey or a previous occupation in hockey operations. The hockey novels suggest his willingness to enhance his understanding of previous hockey stories. The consumer may have a profession with a sports agency; forcing him to travel. Another possibility could be a scout for the OHL’s Kingston Frontenacs or a junior team.

The consumer may live in the Kingston area, confined to a middle-class house, large enough to raise a family. The cost of the house could range between $350,000 to $500,000 depending on the exact location within Kingston. The consumer’s choice in consuming Starbucks shows they are willing to pay more money than the competitor Tim Hortons, to have a more quality brew of coffee. This can be seen as a factor into the conclusion that this consumer makes at least $60,000 per year.

IMG_1144The reasoning behind choosing this consumer is the relationship between him and my father. My father Steve Bisson, is a former scout for the Guelph Storm of the OHL, a former 6th-round draft pick to the Montreal Canadiens in 1986, and is currently employed at Octagon Sports Agency. His interest in the game is reflected in the number of novels and souvenirs that form his collection. When someone has a passion for a sport, it fuels their interest to learn the game through different opinions and points of view.

Biographies, autobiographies and even sports magazines draw the consumer’s attention into the sport. Therefore it is within reason to suggest that this specific consumer had previous or current connections, with hockey operations in any form. The publisher The Hockey News inspired my decision to use the NHL’s 2017 Trade Deadline magazine an example of interest to my consumer. The extensive information regarding player movement and trade rumours are of interest to someone who follows hockey.

One of the few advertisements contained within this magazine that has a relevant theme to the target consumer, was made by Valvoline Motor Oil. It can be assumed IMG_1145that the majority of people interested in hockey are men, therefore they have a stronger interest in vehicles and other products that may enhance them. In the case of this advertisement, it is placed on the back cover of the magazine which is a prominently seen area when it’s being held. The Hockey News also decided to place an advertisement on the third page of their magazine. This specific advertisement was intended to entice consumers to listen to their podcast of hockey analysis and up-to-date news.

In conclusion, people who are interested in the sport of hockey are more inclined to make a purchase for a car or mechanical products, which is why there are so many sponsorship deals between hockey teams, television stations and dealerships. In addition, consumers who purchase hockey novels are also more likely to tune into the opinion of hockey analysis, such as The Hockey News’ Podcast.

Hockey dads may have similar interests such as the game of hockey and its aspects, but as my father knows, there is no shortage of unique personalities!

The Rise of Apple

Do you need a phone upgrade? You may not be alone. A recent comment from investors on Wall Street suggest that iPhone sales for Apple will be especially large come September. The Financial Post reports, “Many on Wall Street also believe strong sales of the iPhone 6S two years ago have left a larger-than-normal base of customers ready to upgrade.” There is truth to this statement.

The truth lies in the CTRC’s decision to discontinue three-year plans on mobile devices in June 2015. The iPhone 6S iphone-8-concept-15came out September 2015, featuring 3D Touch for the first time; allowing the screen to detect the difference between a touch and a press. Therefore, because most consumers who purchased an iPhone 6S in late 2015 are due for an upgrade. This subsequently contributes to the rise of Apple’s share price. However, this is not the only factor contributing to Apple’s rising stock.

Apple’s advertising hasn’t been the largest influence in their stock price, but rather the concept advertising done by many imaginative consumers. This, in addition to 2017 being the 10-year anniversary of the first iPhone; released in 2007. As leaks and other information pour out of the internet, there is a general consensus between consumers and investors with what the new iPhone’s features will be. Better battery life, a new OLED screen to also enhance battery life, and wireless charging are all contained within most concepts.

In conclusion, Apple’s advertising technique should be kept the same, because it reaches consumers, and it is heard as the truth. Concepts throughout the internet provide no truth, but rather an imaginative representation of what technology could evolve to one day. As for now, is looks as though Apple is moving in the right direction.