Google analytics case study on American cancer society

Donations flow in for Cancer.org

American cancer society has worked for 100 years to make the world to eradicate cancer. The
company had realized the need to know how users consume their website and their purpose. This
would help them to channelize their marketing efforts and reach their revenue goal.
The organization tied up with Search Discovery agency which is an authorized reseller of Google
Analytics.
The first step; they created 3 types of users on their website; Information seekers, Event
Participants and Donors. Next step was to understand each segments’ goals using Custom
Dimensions of Google Analytics. Once the goals of each segment were known, they created a
scoring system for each dimension using the custom metric to check whether they have met their
goals. They also designed remarketing campaigns for these audiences and customized the
content for them.
End Result: Revenue jumped by 5.4% year on year.

Q1. Design one more strategy to increase the revenue (donation flow) in American cancer
society.
Q2. Which goals will you fix for all the three segments i.e. Information seekers, Event
Participants and Donors to increase the donation flow?