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

Consultancy Report Template
Client Amazon
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
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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
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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.
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