Website Data And Uses For Strategic Marketing A Commercial Experience

Budd, Bruce Q.

doi:10.19030/ijmis.v16i3.7076

Cited by 7 publications

(7 citation statements)

References 9 publications

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“…Being fast, interactive and flexible, the Internet has now become an effective tool for implementing marketing strategies (Li, Wang, & Yu, 2015). Current users of websites are spoiled with choices in a flooded market of blogs, wikis, corporate websites, and social media (Budd, 2012). The website generates new ways of communication, cooperation, and content sharing (Shih, Chen, & Chen, 2013).…”

Section: Concept Of Website Marketingmentioning

confidence: 99%

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Phenny¹,

Jeremiah²

2022

theijbm

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Despite studies suggesting that digital marketing practices have wide usage globally, there is currently no evidence in Kenya's fashion industry linking digital marketing tools to performance. This paper presented the findings on the influence of social media marketing, m-commerce, and website marketing as facets of digital marketing on the performance of Kenya's fashion industry. The study was guided by a Resource Based theory in a correlational research design. The study population constituted 560 SMEs in the fashion industry, out of which 30% (169) sample constituting proprietors of SMEs in Kisumu city in Kenya was picked using a stratified sampling technique. The findings revealed that digital marketing tools such as social media marketing, m-commerce, and Website marketing collectively accounted for 70.2% (R2=.702, p=0.000) variation in the performance of firms in the fashion industry within Kisumu City. Therefore, the study recommends that the proprietors of firms in the fashion industry should adopt and integrate digital marketing practices such as social media marketing and m-commerce into their business as they were seen to influence firm performance in the study context positively. The study findings, therefore, can be useful in informing policy-making relevant to the fashion industry.

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Section: Concept Of Website Marketingmentioning

confidence: 99%

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Phenny¹,

Jeremiah²

2022

theijbm

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“…Previous studies have adopted GA and provided enterprise management with business performance insights [5][6][7][8][9]. Budd [5], for example, claims that website data collection can help companies develop marketing strategies to enhance business performance and further improve them to reach a wider market [6]. Applying GA to a tourism website in Vienna, Gunter and Onder [7] explore the website's traffic data and predict travel demand.…”

Section: Introductionmentioning

confidence: 99%

Google analytics of a pilot study to characterize the visitor website statistics and implicate for enrollment strategies in Medical University

Chen

Tsao

et al. 2020

BMC Med Educ

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Background Taiwan’s colleges and universities are struggling to maintain their student enrollment rates owing to the declining fertility rate. Focusing on students in higher education programs, this study aims to analyze online behavioral patterns for university departmental websites and accordingly, suggests response strategies to increase the rate of enrollment. Methods We use Google Analytics to examine the websites of two departments in a medical university between February 1 and July 30, 2018. We study website patterns during the study periods for three college admission routes: STARS program, personal applications, and admission through examination and placement. Results Most website visitors during the three visiting date ranges for the two departments are 18–24 years. The visitor groups are mainly freshmen at the university and their parents. The homepage and Subject Credits, Course Planning, Teacher Lineup, and Certificate of Subjects were the most visited webpages. The overall number of daily page views varied by academic event. Conclusions University departments should enhance the presentation of featured courses on their webpage or distinguish course characteristics from those of competing departments in the curriculum to ensure clear market segmentation. In addition, departments should consider examining online data to identify suitable high schools that can be visited to attract potential students and to improve students’ willingness to choose their university.

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“…In the past, research using GA has been applied to the business performance level of enterprise management [5][6][7][8][9]. Budd [5] claimed that companies can develop marketing strategies that improve their business performance through the collection of website data by, for example, improving the ability of a company's marketing information to reach a wider market [6]. Gunter and Onder [7] studied the tourism website in Vienna and used GA analysis to explore website traffic data to predict travel demand.…”

Section: Introductionmentioning

confidence: 99%

Google analytics of a pilot study to characterize the visitor website statistics and implicate for enrollment strategies in Medical University

Chen

Tsao

Lue

et al. 2020

Preprint

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Background: Under the lower fertility rate in Taiwan, colleges and universities face the harsh conditions of sourcing students. Therefore, each faculty must determine the strengths and weaknesses of its department, including the factors that students consider when choosing a major area.Methods: This study uses Google Analytics (GA) tools to perform a webpage analysis and conducts qualitative research to understand students’ needs. Among the webpage visitors, there were more women than men, with the highest frequency among those aged 18–24 years, followed by those aged 45–54 years.Results: The web information analysis provides information about the core content of the research department, the stay time, and the visitor characteristics.Conclusions: The website can enhance the introduction of the faculty-specific courses and highlight the differences in the characteristics of the curriculum design in competing departments to have clear market segmentation. The findings provide an information for the school’s enrollment strategies in each department.

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Website Data And Uses For Strategic Marketing A Commercial Experience

Cited by 7 publications

References 9 publications

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Google analytics of a pilot study to characterize the visitor website statistics and implicate for enrollment strategies in Medical University

Google analytics of a pilot study to characterize the visitor website statistics and implicate for enrollment strategies in Medical University

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