MA (Master of Arts)
Brand and Media Strategy
Date of Award
Committee Chair or Co-Chairs
Susan Waters, Stephen Marshall
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.
Thesis - embargo
Dahbi, Salma, "Web Analytics: Best Practices for an Organization’s Successful Performance; A Preliminary Analysis" (2020). Electronic Theses and Dissertations. Paper 3725. https://dc.etsu.edu/etd/3725
Copyright by the authors.
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business Analytics Commons, E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Management Information Systems Commons, Marketing Commons