Data Analytics and Personalized Marketing Strategies in E-commerce Platforms
DOI:
https://doi.org/10.57125/FEL.2023.09.25.07Keywords:
E-Commerce Analytics, Data Analytics Software, E-commerce Platforms, E- Business, Marketing Strategies, Personalized, Rating, Oversaturation of the MarketAbstract
This study aims to identify the most adapted digital data analysis tools for developing individual marketing strategies in the e-commerce segment. This descriptive study employed a mixed approach, incorporating qualitative and quantitative research methods. The study used the following ranking methods: the cross-expert rating (based on individual opinions of 15 specialised organisations) and the arbitration rating of the most relevant resource - G2.com. Subsequently, a comparative analysis of the leading E-Commerce Analytics applications was performed to obtain the ranking results. Using a methodology that considered expert ratings, cross- and arbitrage ratings, and user feedback, it was found that Glassbox was the best option for large enterprises, particularly for large e-businesses. Google Analytics, on the other hand, is more prevalent among smaller companies and is considered a more versatile tool for data analysis. The importance of choosing the right tool for data analytics in e-commerce was also highlighted in the study, as the wrong choice can lead to financial losses and loss of investment. Future research in this area includes the creation of universal algorithms for selecting data analytics software solutions, expanding the range of data analytics applications, and providing more details to understand the specific needs of e-commerce platforms.
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