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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorZumstein, Darius-
dc.contributor.authorMohr, Seraina-
dc.date.accessioned2019-03-18T15:27:26Z-
dc.date.available2019-03-18T15:27:26Z-
dc.date.issued2018-
dc.identifier.isbn978-989-8533-75-3de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/16145-
dc.description.abstractDigital 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.de_CH
dc.language.isoende_CH
dc.publisherIADISde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleDigital analytics in business practice usage, challenges and relevant topicsde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.conference.details16th IADIS International Conference on e-Society, Lissabon, 14-16 April 2018de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawNode_CH
zhaw.pages.end264de_CH
zhaw.pages.start257de_CH
zhaw.parentwork.editorKommers, Piet-
zhaw.parentwork.editorIsaias, Pedro-
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedingsIADIS International Conference e-Society 2018de_CH
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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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