| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | Digital analytics in business practice usage, challenges and relevant topics |
| Autor/-in: | Zumstein, Darius Mohr, Seraina |
| Tagungsband: | IADIS International Conference e-Society 2018 |
| Herausgeber/-in des übergeordneten Werkes: | Kommers, Piet Isaias, Pedro |
| Seite(n): | 257 |
| Seiten bis: | 264 |
| Angaben zur Konferenz: | 16th IADIS International Conference on e-Society, Lissabon, 14-16 April 2018 |
| Erscheinungsdatum: | 2018 |
| Verlag / Hrsg. Institution: | IADIS |
| ISBN: | 978-989-8533-75-3 |
| Sprache: | Englisch |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Digital analytics has become an essential data collection and analytics method of online marketing and website management. In business practice, different digital analytics jobs, processes, roles and tasks are well established. This is shown in a survey among 504 digital analytics specialists. In 2011, in 80% of the cases, digital analytics was a subsidiary corporate task and few resources have been invested. In contrast, today every eighth company employs a full-time digital analyst. One of five companies has a small digital analytics team, and every tenth firm has a larger team of more than five analytics experts, who exploit various benefits from web data. Notably, nine of ten companies profit from web, campaign or event tracking and digital business performance management. In the e-society, research and teaching at universities and research institutes have to catch up: Most digital analytics experts and managers described educational offers as inadequate. 76% of respondents want to learn more in the field of conversion optimization, (big) data analytics, data integration, data-based management and decision support. Moreover, they want to gain insights on e-shop and digital marketing analytics. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/16145 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Zur Langanzeige
Zumstein, D., & Mohr, S. (2018). Digital analytics in business practice usage, challenges and relevant topics [Conference paper]. In P. Kommers & P. Isaias (Eds.), IADIS International Conference e-Society 2018 (pp. 257–264). IADIS.
Zumstein, D. and Mohr, S. (2018) ‘Digital analytics in business practice usage, challenges and relevant topics’, in P. Kommers and P. Isaias (eds) IADIS International Conference e-Society 2018. IADIS, pp. 257–264.
D. Zumstein and S. Mohr, “Digital analytics in business practice usage, challenges and relevant topics,” in IADIS International Conference e-Society 2018, 2018, pp. 257–264.
ZUMSTEIN, Darius und Seraina MOHR, 2018. Digital analytics in business practice usage, challenges and relevant topics. In: Piet KOMMERS und Pedro ISAIAS (Hrsg.), IADIS International Conference e-Society 2018. Conference paper. IADIS. 2018. S. 257–264. ISBN 978-989-8533-75-3
Zumstein, Darius, and Seraina Mohr. 2018. “Digital Analytics in Business Practice Usage, Challenges and Relevant Topics.” Conference paper. In IADIS International Conference E-Society 2018, edited by Piet Kommers and Pedro Isaias, 257–64. IADIS.
Zumstein, Darius, and Seraina Mohr. “Digital Analytics in Business Practice Usage, Challenges and Relevant Topics.” IADIS International Conference E-Society 2018, edited by Piet Kommers and Pedro Isaias, IADIS, 2018, pp. 257–64.
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