Running Head: WEB ANALYTICS
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Web Analytics
Institution Affiliation
Date:
WEB ANALYTICS
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Executive Summary
In a bid to improve business outcomes, it is crucial for web analytics to establish
questions that address various problems in the organization. Business questions are established to
help point out some of the essential areas that a business needs to address to promote effective
delivery of organization goals and objectives (Marr, 2016). Additionally, it is important to
establish the business audience for the proposed questions. Once a business can point out
business questions and the intended audience, it becomes ways to solve problems that might
reduce productivity.
Also, these questions assist the stakeholders in problem-solving since the can determine
whether decisions made align with the delivery of goals and objectives. This paper attempts to
establish business questions in the context of web analytics and the intended audience. It will
also address the problems, challenges, and opportunity the business questions attempt to solve.
Moreover, the paper will evaluate the reasons as to why the business questions will assist the
stakeholders in problem-solving and how they are expected to react to the questions.
The first important question that organizations should ask while setting up a web
analytics is who the audience will be. The audience intended for this business questions is the
marketing sector within the organization. The marketing group should be able to answer this
question. This is because it has the responsibility of making sure that the audience for the web
analytic is satisfied.
Secondly, the business should consider a question such as whether the web analytic will
enable the firm will improve its marketing and innovative approach. The target audience for this
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question is the marketing department. This department is expected to examine whether the web
analytic will contribute to opportunities for innovation and marketing.
Additionally, it is crucial for a business to establish what purpose the website will serve
in the organization. Furthermore, it is important to establish how the website can help generate
profits in business. This question is meant for the entire organization. Employees, executives,
and other shareholders should be aware of how web analytics is of benefit to their operations.
It is imperative for decision makers in business such as the managers to determine
whether data presented by the web analytics can be used in problem-solving (Hatten and
Timothy, 2012). Moreover, it is crucial to establish whether the data can be utilized in decision
making. The audiences for this specific question are the decision makers such as managers or
leaders in an organization.
Also, another essential business question is identifying the type of devices being used by
customers in the market to access a website. The business should be aware of what devices
customers utilize to access the company's website easily. In turn, the business has to utilize a
web analytics that is suitable for all customers using any device. The audience for this business
question is the technical and marketing team in an organization. The IT team should make the
company aware of the devices being used by clients. On the other hand, the marketing team
should be able to ensure that products on the site are readily available to clients.
The major problem that the business is attempting to solve using the business question is
on the effectiveness of a web analytics. The opportunity of utilizing web analytics to reach out to
a wide range of customers is what makes the business engage in the proposed questions.
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Moreover, the challenge of having other rival firms or competitors utilizing the same approach is
what makes the business want to answer these issues.
The business can solve the issue of competition by making sure that it employs a web
analytics strategy that is more effective over that of the competitors. Also, the business has to
take advantage of the web analytics approach to market its products and services to the clients
(Mortensen, 2009). Lastly, it has to ensure that it makes use of the most effective web analytics
approach.
In essence, the business questions will assist the stakeholders to solve any business
problems. The questions will be a way for the stakeholders to voice their opinions (Harinath,
Meenakshisundaram, Carroll and Lee, 2011). Moreover, the shareholders can determine whether
their interests in business are being addressed. Furthermore, these questions can be used as a
basis for business goals and objectives. As the decision to utilize a web analytics is a new idea in
business, it can add the questions to corporate goals.
Additionally, the business questions provide a direction for the shareholders to meet their
interests. These questions allow the stakeholders to establish whether the web analytics approach
benefits them in any way. Moreover, they can determine whether the approach assists in
achieving business goals and objectives. Furthermore, the stakeholders can establish how each of
the departments in business can work with the web analytics approach to improve productivity
and generate more profits. As such, the stakeholders will be able to solve business problems
using the questions as a guide.
Consequently, stakeholders are expected to react to the business questions meant to assist
in problem-solving. Some of the stakeholders might criticize the questions whereas other will be
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supportive of the questions. The first crucial reaction from the stakeholders is to establish how
the questions will be of help to them in trying to solve business problems. Moreover, the
stakeholders will also try to determine what benefit the questions bring in the business.
Also, it is imperative to understand that the stakeholders are likely to want to know
whether or not they are included in the solution part. They would want to know whether they
have a role to play in decision-making (Kaushik, 2010). Furthermore, stakeholders would want
to establish how the questions assist in achieving their interests in the business. Moreover, the
shareholders would want to know whether they have an opportunity to voice their opinion. As
such, the business questions should ensure that stakeholders are made part of the solution or
problem solving to prevent issues of resistance on the new approach that can assist in improving
productivity.
Businesses try to establish new innovative ideas that help to create value. Moreover, they
try to ensure that the interests of all stakeholders are met. Therefore, by wanting to bring in the
web analytics approach to business, it is crucial to come up with questions meant to address
every important aspect of the firm. Furthermore, the business questions should not only address
the interests of stakeholders but also goals and objectives of the organization. Moreover, the
business questions should allow for the stakeholders to use them in solving business problems.
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References
Harinath, S., Zare, R., Meenakshisundaram, S., Carroll, M., & Lee, D. G.-Y. (2011).
Professional Microsoft SQL Server Analysis Services 2008 with MDX. New York, NY:
John Wiley & Sons.
Hatten, T. S., & Hatten, Timothy S. (2012). Small business management: Entrepreneurship and
beyond. Mason, OH: South-Western Cengage Learning.
Kaushik, A. (2010). Web analytics 2.0: The art of online accountability & science of customer
centricity. Indianapolis, IN: Wiley.
Marr, B. (2016). Key business analytics: The 60+ business analysis tools every manager needs
to know.
Mortensen, D. R. (2009). Yahoo! Web analytics: Tracking, reporting, and analyzing for datadriven insights. Indianapolis, Ind: Wiley Pub.
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