Uloga digitalnih analitičkih alata u unaprjeđenju poslovanja web trgovina

master's thesis

• Title (english): The role of digital analytics tools in improving the business of web stores
• Author: Jelena Brekalo
• Mentor: Marija Tomašević Lišanin (mentor); MBZ: 189864
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U uvjetima brzorastuće i promjenjive internetske tehnologije i uz nju vezane e-trgovine javlja se sve veća potreba za upotrebom digitalnih analitičkih alata u svakodnevnom poslovanju. Unatoč velikoj zastupljenosti takvih alata na inozemnom tržištu, postojeća literatura na području Republike Hrvatske ukazuje na to kako se naše tržište još uvijek nalazi u ranim fazama otkrivanja digitalnih analitičkih alata i njihove zastupljenosti u pogledu unaprjeđenja prodajnog poslovanja. Proučavanjem uloge digitalnih analitičkih alata u unaprjeđenju poslovanja web trgovina, spoznaju se razne metrike i metode koje je nužno koristiti kako bi se unaprijedilo poslovanje istih. Shodno navedenim prednostima, cilj istraživanja ovog diplomskog rada je istražiti ulogu digitalnih analitičkih alata, ponajviše Google Analytics-a, u unaprjeđenju poslovanja web trgovina. Radom se želi saznati koje od raspoloživih metrika je nužno pratiti i što se temeljem dobivenih podataka može praktično poduzeti kako bi upravitelji web trgovina unaprijedili vlastito poslovanje. U svrhu ispunjenja ovog cilja rada provedeno je jednokratno istraživanje na prigodnom uzorku od 64 ispitanika, a kao instrumenti za provođenje istraživanja upotrijebljeni su anketni upitnik, test analitike i dostavljeni PDF izvještaji od strane upravitelja web trgovina, napravljeni u alatu Google Data Studio. Rezultati istraživanja ukazali su na to kako se marketinške aktivnosti još uvijek ne pregledavaju svakodnevno te kako se ne izvršavaju neke od najbitnijih izmjena u osnovnim kategorijama web trgovine više od jednom godišnje. Također, većina upravitelja web trgovina ima implementirano napredno praćenje e-trgovine i sve dodatne metrike koje uz to dolaze, ali sama implementacija nije dovoljna za unaprjeđenje prodajnog poslovanja. Isto tako, većina upravitelja smatra kako prosječna vrijednost narudžbe, omjer dodavanja proizvoda u košaricu i pregleda detalja proizvoda (engl. cart-to-detail rate) i omjer kupnje i pregleda detalja proizvoda (engl. buy-to-detail rate) nisu značajne metrike za uspješnost poslovanja web trgovine. Posebno značajan podatak je taj da upravitelji web trgovina većinom ne znaju koje sve metrike imaju implementirane stoga niti ne mogu iskoristiti prednosti koje im nude digitalni analitički alati u prodajnom poslovanju.

Abstract (english)

Given the incredibly fast-paced and dynamic nature of today's internet technology and the related e-commerce, there is an increasing need for digital analytics tools in everyday business. Despite the abundance of such tools on foreign markets, the existing literature in the Republic of Croatia points to the fact that our market is still in the early stages of discovering digital analytics tools and their availability and utility in improving the sales business. By studying the important role that digital analytics tools play in the development of web commerce, it is possible to discern the various metrics and methods that need to be used with the goal of its advancement. In accordance with the mentioned benefits, the purpose of the research for this graduate thesis is to explore the role of digital analytics tools, of which Google Analytics is the quintessential example, in the improvement of the web shop business. The thesis focuses on examining the available metrics and picking ones that should be tracked, and measures based on data that web store managers can undertake to advance their businesses. To this end, the thesis features a one-time research study conducted on a suitable sample of 64 subjects, with the tools used being surveys, analytics tests, and web store manager-submitted PDF reports created in the Google Data Studio. The results indicate that marketing activities are still not being reviewed on a daily basis, with some of the paramount changes in basic web store categories being executed less than once a year. Additionally, most of the web store managers have implemented enhanced e-commerce tracking and used the accompanying additional metrics. However, the mere implementation was not enough to improve the sales business. Likewise, most of the managers agreed that the average order value, the cart-to-detail rate, and the buy-to-detail rate were not relevant metrics when it came to web store sales success. An especially significant research result is the fact that most web store managers couldn't identify all the metrics their businesses had implemented, and therefore couldn't make use of the full potential that digital analytics tools offer in the sales realm.

• Keywords: digitalni analitički alati; Google Analytics; web trgovine; unaprjeđenje prodajnog poslovanja
• Keywords (english): digital analytics tools; Google Analytics; web stores; improving the sales business
• Language: croatian
• URN:NBN: urn:nbn:hr:148:423440
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-11 10:47:20