Title: Digital analytics in business practice usage, challenges and relevant topics
Authors : Zumstein, Darius
Mohr, Seraina
Proceedings: IADIS International Conference e-Society 2018
Pages : 257
Pages to: 264
Conference details: 16th IADIS International Conference on e-Society, Lissabon, 14-16 April 2018
Editors of the parent work: Kommers, Piet
Isaias, Pedro
Publisher / Ed. Institution : IADIS
Issue Date: 2018
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: 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.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference paper
ISBN: 978-989-8533-75-3
URI: https://digitalcollection.zhaw.ch/handle/11475/16145
Appears in Collections:Publikationen School of Management and Law

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