Web analytics : ecommerce case study in a B2B environment

Detalhes bibliográficos
Autor(a) principal: Afonso, Nuno Fernando Vaz
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10316/28057
Resumo: Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Paulo Melo.
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spelling Web analytics : ecommerce case study in a B2B environmentWeb analyticsGoogle analyticsEcommercePerformance indicatorsUser experienceDissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Paulo Melo.The web has become one of most powerful tools of communication in the world today, representing one of the most important environments for the promotion of organizations and the realization of transactions worldwide. Because of that, measuring the results and the return on the investment made on digital materials is increasingly important for professionals, whose job is to monitor knowledge and performance. In this context, web analytics applications are a valuable tool for continuously assess these indicators performance, focusing on the organizations’ website as the core component for most digital strategies. The collection and analysis of web data ultimately aims at content, design and business optimization, based on educated premises supported on figures and facts, as opposed to decision processes based solely on personal inclination from decision makers. In order to explore the application of these techniques in a business environment, we resort to Google Analytics for the analysis of a case study of a website from an ecommerce IT retailer based in Belgium, working in a B2B environment. This research extensively covers the main indicators available, individually assessing each report’s contribution for the comprehension of business evolution. In addition, we start by defining the ambit of application, the technologies used, as well as the main concepts associated with this kind of tools. Moreover, we also look into the integration of web data with other software applications, for an agile visualization and treatment of the data.FEUC2014-09-29info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttp://hdl.handle.net/10316/28057http://hdl.handle.net/10316/28057TID:201479540engAfonso, Nuno Fernando Vaz - Web analytics : ecommerce case study in a B2B environment, Coimbra, 2014Afonso, Nuno Fernando Vazinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-01-20T17:48:40Zoai:estudogeral.uc.pt:10316/28057Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:46:48.284898Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Web analytics : ecommerce case study in a B2B environment
title Web analytics : ecommerce case study in a B2B environment
spellingShingle Web analytics : ecommerce case study in a B2B environment
Afonso, Nuno Fernando Vaz
Web analytics
Google analytics
Ecommerce
Performance indicators
User experience
title_short Web analytics : ecommerce case study in a B2B environment
title_full Web analytics : ecommerce case study in a B2B environment
title_fullStr Web analytics : ecommerce case study in a B2B environment
title_full_unstemmed Web analytics : ecommerce case study in a B2B environment
title_sort Web analytics : ecommerce case study in a B2B environment
author Afonso, Nuno Fernando Vaz
author_facet Afonso, Nuno Fernando Vaz
author_role author
dc.contributor.author.fl_str_mv Afonso, Nuno Fernando Vaz
dc.subject.por.fl_str_mv Web analytics
Google analytics
Ecommerce
Performance indicators
User experience
topic Web analytics
Google analytics
Ecommerce
Performance indicators
User experience
description Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Paulo Melo.
publishDate 2014
dc.date.none.fl_str_mv 2014-09-29
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10316/28057
http://hdl.handle.net/10316/28057
TID:201479540
url http://hdl.handle.net/10316/28057
identifier_str_mv TID:201479540
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Afonso, Nuno Fernando Vaz - Web analytics : ecommerce case study in a B2B environment, Coimbra, 2014
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv FEUC
publisher.none.fl_str_mv FEUC
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