Data Analytics for Burberry: A Review and Proposal

Running head: DATA ANALYTICS
Data Analytics
Name of the Student
Name of the University
Author Note:

DATA ANALYTICS
1
Executive Summary
Burberry Group PLC is known to be a well-known manufacturer and retailers of luxury goods.
The organization has been licensed for third parties for proper manufacturing and distribution of
products by making use of Burberry trademarks. The organization segment is mainly inclusive of
retail and whole selling of range of product. Web analytics can be considered to be business
which is needed for analysing overall interest and segmentation of market. It merely focuses on
target market, analysing the trend and behaviour of visitors. Web Analytics is the best available
tool which is needed for understanding the preference and interest of visitors.

DATA ANALYTICS
2
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Analysis of the Website...............................................................................................................3
Analysis of link between business intelligence and Web analytics.............................................5
Making recommendation for the use of Web Analytics..............................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

DATA ANALYTICS
3
Introduction
Burberry Group PLC is known to be a British Luxury Fashion House whose headquarter
in London, England. It is considered to be a fashion house which focus on distribution of trench
cloths. Apart from this, the organization aims to provide a wide range of ready to wear outwear,
fragrances and sunglasses (Sun, Sun and Strang 2018). In 1856, this particular organization was
established by Thomas Burberry. The organization mainly focus on development of some of the
outdoor attire which has moved fashion house into high fashion market. It mainly focuses on
development of fabric which is known as Gabardine which is completely breathable and
waterproof (Howson et al. 2018). The products are made exclusively for the given brand. The
first shop of this organization was opened in Haymarket in London in the year 1891. Until the
year 1955, Burberry was considered to be an independent family controllable organization. In the
year 2005, the organization demergers from GUS plc which is known to be former shareholder.
In the coming pages of the report, analysis has been done on the website of
uk.burberry.com. After that, a discussion and analysis have been carried out for establishing a
suitable link between business intelligence and web analytics for this website. The last section of
the report is all about making a recommendation for the use of web analytics tool in this
organization. This particular step is mainly taken so visitors behaviour can be analysed for
improving the usage of website and overall business performance.
Discussion
Analysis of the Website
In the year 2017, Burberry has come up with multi-year plan which is needed for re-
energising the product and overall experience of customers. The main focus of this particular