Vorschläge zur Nutzung von Webkennzahlen und dem Reporting in Unternehmen

Abstract

Digitalization brought new marketing technologies such as the website. New website technologies enable the measurement of customer behavior. To achieve this, it is necessary to conduct analyses of the data collected on websites. This process is referred to as web analytics. However, in practice, a common issue arises where the potential of web analytics remains underutilized despite data collection efforts. Often there is a lack of know-how or technical barriers in the companies. Therefore, the aim of this thesis is to identify suggestions for reporting that facilitate the handling of web metrics and reporting within company. This thesis consists of two parts. In the first part, topics related to web analytics are explained, which are based on a literature research and analysis. These basic informations of web controlling are used for the second part of the thesis, the empirical part. The empirical part consists of a qualitative research design, whereby five experts were interviewed on the topic of web analytics. The collected data was analyzed using Mayring's content analysis. The following findings were deduced on this basis. Companies benefit from receiving basic training before initiating web tracking, which helps identify relevant key metrics and tools tailored to their needs. Additionally, delving into web metrics in detail enables active engagement with them. Customizing a dashboard with key metrics to suit the company’s specific requirements is adviseable. The generated report should be available on a central platform, offering an overview of KPIs across all channels. This platform should allow for customization of data sources and channels to facilliate more specific evaluations. The finished report should definitely include a time frame so that comparisons can be made and correlations and causes for the results can be identified. Clearly stating the data sources for the content ensures transperancy. To ensure comprehension across all stakeholders in the company, incorporating German terminology and providing brief explanations of key metrics’ meanings is recommended. Moreover, the report schould include optimization suggestions or proposals for further measures. An additional finding from the emipirical study is the acknowledgment of the advantages of in person meetings with a marketing agency. These meetings provide a forum for discussing analysis results with experts, interpreting performance, and collaboratively deriving measures and improvements for the respective channels unter consideration.

Date of Award	2024
Original language	German (Austria)
Supervisor	Gerald Petz (Supervisor)