Online Presence Report for Asda: Evaluating Web Analytics Tools for Improving Competitive Position and Brand Image

Consultancy Report Template
Client Asda
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
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This particular report is based on developing the knowledge about the online
presence as well as digital technologies of the Asda company. It will evaluate
the role of social medial platforms and internet channels towards improving
the competitive position and brand image of the company.
Project background and Objectives
Research aim : “To evaluate the web analytics tools undertaken by organization with the purpose of
increasing online presence on internet” A study on Asda.
Research objectives:
 To know concept as well as theory of web analytic tools
 to assess the web analytic tools practised by firm in order to enhance online presence.
 To examine importance of web analytics tools in improving brand image of company.
Research background:
The objective of this report is to evaluate the importance of the web analytic tools and internet marketing
activities undertaken by firm for improving competitive position in market. This particular topic is critical
for the firms as it search for numerous online strategies in order to improve performance levels. This
study lays its focus on the selected organisation's online presence and it also focus on examining the
internet marketing strategies of the firm. Internet Marketing is an emerging as important topic as it
supports the company in developing its brand image. In addition to this, it also promotes the commercial
activities of the company in effective manner. There are many online tools that supports the firm in
improving its market image and performing range of business operations in effective manner.
Methodology
Research methodology is refereed as the sources as well as choices that are adopted in order to
successfully collect the data which is required for project completion. The methodology which is
practised for initiating this research includes the secondary data that is acquired from range of books,
articles, journals as well as online website of the organisation. The primary reason behind getting data
from the secondary source is that it provides the researcher with high volume of information which can
be analysed in the most effective manner. In relation to this, the way of collecting the information from
secondary sources is considered as more economical as well as less time consuming process because
its easily available on internet. After gathering information from different sources such as books or online
journals , the project includes the examining and evaluation of numerous concepts.
Research / analysis results
Literature review
To know concept as well as theory of web analytic tools
It includes the concept of measuring, collecting as well as reporting web information with an objective of
optimising the web usage. The web analytics tools helps in providing the critical statistical data related to
the engagement level of customers as well as also supports organization to gather relevant information
about the new demands of customers in the most appropriate manner.
To assess the web analytic tools practised by firm in order to enhance online presence
The company make effective use of Google marketing platforms, Search engines optimisation,
Competitive intelligence tools, Search Ads 360, Big query and so on to promote its online operations
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