Online Presence Report for Amazon: Analyzing Web Analytics Tools and Internet Marketing Practices

This report analyzes the web analytics tools and internet marketing practices used by Amazon to enhance its online presence and promote its brand image. It includes a literature review, research methodology, analysis of results, and recommended actions.

Consultancy Report Template
Client Amazon
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
(max ½ page)1
The overall report is about online presence of an organisation. Amazon company is
important and significant due to its high-quality customer experience. They basically
offers reasonable pricing, shipping, safety while shopping, large product cata log and
also cater the products on display to each individual consumer. The report will cover
discussion about the concept of web analytical tools and also about the tools of web
analytics for increasing the online presence. The report also consist of role of web
analytical tools for promoting the brand image of the company. The report will cover
analysis about the recommendations which has been used into context of increasing
the online presence into positive manner and also about business internet marketing.
Project background and Objectives
Research Aim
To analyse the web analytics tools which has been used by the companies for enhancing the online
presence. A study on Amazon, United States
Research objectives
 To determine web analytical tools concept
 To examine the tools of web analytics which has been used by the company for enhancing the
online presence
 To evaluate the role of tools of web analytics in terms of promoting brand image of the company
Research background
The main objective and rationale of the report is to evaluate and assess the importance of web analytics
tools and internet marketing practices which has been adopted by the organisation in order to gain
competitive advantage(Aćimović and et.al., 2020). This is the topic which is very important from the
perspective of companies who are adopting different online tactics for improving their performance. This
project is also focused upon the particular company's online presence and it need to analyse further
insights on internet marketing strategies of an organisation.
Methodology
Research methodology refers to the choices and approaches that are undertaken in order to collect the
information required for completion of the project. The methodology that is used for conducting this
research mainly includes secondary data which is collected from a range of books, journals, articles and
company's online websites etc. Within this research, the secondary data has been used so that exact
information about the organisation can be framed out into positive manner
Research / analysis results
Literature Review
To determine the concept of analytical tools
Web analytical tools are very important into the context of online business which is very significant into
this competitive environment. Web analytics basically refers to the collection, measurement, reporting
and analysis of web data to optimise and understand the web usage(Aćimović and et.al., 2020).The
analytics of web is basically not the process for measuring traffic of web but it can be used as a tool for
1
1 | P a g e

market research and business.
To examine the web analytics tools used by the company in enhancing their online presence
Amazon company has effectively used google platforms, competitive intelligence tools in order to
promote their online operations and enhance the performance by the use of tools of internet. Being into the
industry of retail the organisation has enhanced their development through web analytical tools in order to
know the customers interest and preferences as well.
To evaluate the role of web analytics tools in promoting brand image of the company
As per view of John Jantsch,(2022) web analytics tools offer an inexpensive and easy way to know
everything about the website (Al-dweeri and et.al., 2017). It help in terms of understanding the web
visitors in a well mannered way and each individual bring their own set of data which has measured,
collected, reported and analysed as well. There are various tools which has been used by the organisation
in terms of supporting variety of purposes that assists in marketing operations and increases the interaction
with individuals(The Importance of Analytics in Digital Marketing).
Evaluation of results
From the above image, it has been observed that company has effectively maintains their presence on the
websites that provides different options in terms of their products in order to avail their services on the
online basis(Breidbach and Brodie., 2015). Amazon is a company which is very famous in terms of
providing the different option into retail industry that provides ease to the consumers for providing various
options. With support of web analytics tools, they can analyse about customer engagements that supports
in gaining the insights on web traffic which assist the organisation in devising strategies.
2 | P a g e

From the above image of Instagram post of Amazon, it has been observed that the company is very active
in terms of social media platforms and gives a good experience and variety in terms of customers choices.
As most of the youth is on Instagram due to which it is easier to grab customers on large scale as well.
From the above image, it has been analysed that the web analytics tool has been shown in the image which
provides range of insights on different aspects of Amazon. It has also been interpreted that the use of web
analytic tools in determining its current position which facilitate it in devising relevant
strategies(Purington and et.al., 2017). It also help the organisation in analysing its strengths and
opportunities through gaining idea on the effective areas where consumers shows high interest. This
develop the company's understanding on consumer preferences and thus it improve the overall
performance and online presence of the company.
Recommended actions
Here you need to provide practical recommendations of what are company can do in order to improve
3 | P a g e

their internet marking and online presence.
In this section you need to highlight what have you found in relation to the business’s internet marking?.
Indicate key points such as comments on online presence, social media statistics, website design etc.
This is an essential part of the report. Recommendation should be in a form of “actions to be taken” by the
company
It has been recommended that companies or businesses can increase their online presence through
increasing the active role in terms of online basis and by posting post on the regular basis. These posts
should be on their websites and social media pages as well. It can be also done through assigning someone
in order to engage regularly with subscribers and followers on the social media sites.
Internet business marketing is basically about the promotion of an organisation and its products and
services by online tools which generate leads, boosts sales and also drives the traffic as well. The internet
business marketing basically relies on digital channels in order to distribute promotional messages. The
business internet marketing is basically about finding out the main interests of customers on the online
basis. It has been observed into the context of Amazon that it has large level of importance and share
market as well. From the perspective of social media, it has over three million followers and the e-
commerce platforms has dozens of official accounts for different purposes. From the perspective of design
of website.
Reference
Aćimović and et.al., 2020. Logistics aspects of goods home delivery: the case of Amazon company.
Marketing, 51(1), pp.3-11.
Aćimović and et.al., 2020. Logistics aspects of goods home delivery: the case of Amazon company.
Marketing, 51(1), pp.3-11.
Al-dweeri and et.al., 2017. The impact of e-service quality and e-loyalty on online shopping: moderating
effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), pp.92-103.
Breidbach, C. F. and Brodie, R. J., 2015. Nature and purpose of engagement platforms. In Customer
Engagement (pp. 142-154). Routledge.
Purington and et.al., 2017, May. " Alexa is my new BFF" Social Roles, User Satisfaction, and
Personification of the Amazon Echo. In Proceedings of the 2017 CHI conference extended abstracts on
human factors in computing systems (pp. 2853-2859).
Online
The Importance of Analytics in Digital Marketing,2021[Online]Available
through:<https://web.utm.io/blog/importance-of-analytics-in-digital-marketing/>
Record of Activity
In this section, you have to provide
a breakdown of all the activities
undertaken by you. Indicate what
was done at various points in time.
Think about different sections of the
report, breakdown different task
within each of the sections.
Complete the table below, include
more rows and columns as
4 | P a g e

necessary
Date Hours
spent
Summary of work/ Activity undertaken
Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.
5 | P a g e