Degree Name

MA (Master of Arts)

Program

Brand and Media Strategy

Date of Award

5-2020

Committee Chair or Co-Chairs

Melanie Richards

Committee Members

Susan Waters, Stephen Marshall

Abstract

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.

A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.

Findings suggest that for a successful performance, companies should consider:

• Data for better decision making.

• Web analytics barriers

• Selecting the right KPIs and metrics based on the company’s goals.

• Web analytics trends

A mixed-method approach comprising other extensive methods of data collection should be conducted. Investigation of the use of specific metrics and KPIs within companies from different industries, as well as the strategies for working past the barriers that impede companies from adopting Web analytics should be considered.

Document Type

Thesis - embargo

Copyright

Copyright by the authors.

Available for download on Saturday, April 06, 2024

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