The Use of Web Analytics for Digital Marketing Performance Measurement in the Fashion Industry in UK

This research project explores the role of web analytics in measuring digital marketing performance in the UK fashion industry. The study uses a quantitative research method with a descriptive research design and a deductive approach. The data is collected through primary and secondary sources and analysed using frequency distribution analysis. The findings reveal the importance of digital marketing in improving brand reputation, profitability, and customer engagement. The study recommends retargeting visitors, style guides, working with influencers, and giveaways on social media platforms as effective ways to build a profitable fashion brand with digital marketing.

Research project
(The use of web analytics for digital
marketing performance measurement
in the fashion industry in UK)
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Table of Contents
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................3
CHAPTER 4 FINDINGS................................................................................................................6
Data Interpretation.......................................................................................................................6
Discussion..................................................................................................................................35
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................36
Conclusion.................................................................................................................................36
Recommendation.......................................................................................................................37
Limitation..................................................................................................................................38
Future scope of research............................................................................................................39
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................41
Questionnaire.............................................................................................................................41
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CHAPTER 3 RESEARCH METHODOLOGY
Research methodology is a scientific process to determine the form of data used in the
investigation. It is the procedure that identify, analyse and interpret the data for the research
study. This chapter is vital as it chose the philosophy, approach and method through which data
for the study is to be accumulated (Silverman, 2020). Readers of the investigation also show
interest in this part as through this section validity and reliability of the overall investigation.
Research methodology is further divided into various components which are discussed below;
Research philosophy: Research philosophy is that layer in the methodology which deal
with the nature of phenomenon used to gather and analyse information for the investigation. This
section tries to extract those data through which they can understand the social world. There are
three types of research philosophies which are positivism, interpretivism and realism (Camic,
2021). As per the current research, investigator has opted for positivism philosophy. This is
because using this subject data is gathered and evaluated, this also helps in determining the social
world in deeper manner.
Research design: It is the framework of method and tools selected by the investigator to
carry out the investigation. Using research design investigation is conducted in successful
manner. There are three research design that are descriptive design, explanatory design and
experimental research design. According to the current research, investigator has selected
descriptive research design. The main motive behind choosing this is quantitative data for the
study is collected in ease manner. It also helps in conducting the investigation in detailed way so
that aims and objective is attained effectively (Rahmawati and et. al, 2022). Descriptive research
design also helps in expanding and explain the quantitative information in a significant way.
Investigation is carried in elaborate manner covering all the aspects of the chosen topic and
explaining all the missing information in efficient way.
Research approach: Research approach is the set of general plan used to gather data so that
research problem can be addressed easily. There are two types of research approaches which are
deductive and inductive approach. These approaches help in testing the hypothesis or farming
new theories so that aim can be attained. As per the present investigation, investigator has chosen
deductive approach (Chandra and Shang, 2019). The main motive behind this new theme is
being framed with the collected data. It also addresses the research problem in deeper way as
kind of data which is collected in this is quantitative information.
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Research strategy: Research strategy is detailed plan which is formulated to provide path
about the investigator thoughts and opinion. It is important to select right strategy for gathering
data as quality result can be formulated. Survey, experiment research, case study, action
research, focused group and many more are some kinds of research strategies (Cristancho and et.
al, 2018). In the present research study, investigator has selected case study method. the major
advantage to use this is secondary data about the specific topic can be accumulated easily. It will
gather vast second hand information which also helps in carrying out the research in expanded
manner. On the other hand, researcher will also be using survey for collecting numerical
information and this information will assist in giving new insights about the gathered
information through case study.
Research choice: There are three research methods which are quantitative research,
qualitative research method and mixed method. It is vital for the investigator to select the right
research method because it helps in executing the investigation in right way. As per the present
investigation, quantitative research method is opted by the investigator (Goldsmith, 2021). This
is because it gathers and analyse numerical data. Information in this is either in written numerical
format or manner. This method also assists in gaining deeper data and then finding quality
outcome for the investigation. Quantitative data also helps in observing deeper data so that
detailed numerical outcome can be acquired.
Time horizon: This is that layer in the research methodology which determine the point of
time at which data for the investigation need to collect. There are two-time frameworks that are
cross sectional and longitudinal. In the present investigation investigator has opted for cross
sectional time horizon. This helps in gathering data in less time so that investigation can be done
in short time period (Roberts, Dowell and Nie, 2019).
Data collection: Data collection is the process of collecting, analysing and evaluating
information for the study. There are two data collection source which are primary and secondary
source. Primary source gathers first hand data and secondary source gathers second hand
information. In the present investigation, researcher has chosen primary and secondary source to
gather data. This is because using this data is collected in economic way (Mey, 2022). As lesser
time and cost is spent to collect the raw data for the study. Using this vast data can be
accumulated as there are various source through which secondary data can be gathered. Some of
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the secondary source are books, articles, website, journal, government sites and many more. On
the other hand, investigator will also gather primary data through questionnaire.
Data collection tool: It is very vital to choose right data collection instrument to gather
information. Because using tool exact and accurate data can be collected for the study. Some of
the data collection tool are questionnaire, interview, observation, systematic literature reviews
etc. according to current research, systematic literature review is the research instrument to
gather secondary data. Using this large data of different investigator can be accumulated easily.
Researcher will also use questionnaire as an instrument and this will assist in taking out
numerical piece of information systematically.
Data analysis: Data analysis is the method to inspect, clean and analyse data for the
subject. This is the method in which raw data about the study is evaluate so that useful
information can be acquired. Frequency distribution method, thematic analysis, content analysis,
data mining and many more are some types of data analysis tool. In the existing investigation,
researcher has selected frequency distribution analysis (Pope and Mays, 2020). This is because
using this, quantitative data can be evaluated easily. Data is also represented in the form of tables
and graphs.
Sampling: It is the procedure of selecting respondents for the study. Investigator will be
using probability sampling to choose right number and type of respondents. 50 respondents will
be selected as respondents to gather information.
Ethical consideration: Ethical consideration are the set of principles and values which
helps in collecting information in ethical manner. It is very important to follow ethics as it helps
in reducing the vicious action of the researcher. Some of the ethics which are obeyed in the
current investigation are credibility, confidentiality, openness, data protection, reliability and
validity (Hayashi Jr, Abib and Hoppen, 2019).
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CHAPTER 4 FINDINGS
This is that part in the research which inspect the raw information so that useful data can be
accumulated. In the present research the data is being analysed using frequency distribution
method so that accurate finding can be get. In this part the useful information is presented using
tabular and graphical presentation.
Data Interpretation
Q1) Do you have enough knowledge regarding the concept of digital
marketing in context of UK fashion industry?
Frequency
a) Yes 20
b) No 10
Interpretation:
With the assemble piece of information it is analysed that out of 30 respondents 20 has
voted yes that they have enough knowledge about digital marketing. They are of the view that
digital marketing is the process where company promote their product and service using various
technology and network. Rest of the 10 participants is of the view that they do not have enough
understanding about digital marketing.
Q2) As per your opinion, do you think that digital marketing is one of the
vital techniques in the UK fashion industry to grow and expand its online
presence?
Frequency
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a) Yes 22
b) No 5
c) Can’t say 3
Interpretation:
As per the above collected data it is analysed that majority of the respondent says yes that
digital marketing is one of the effective marketing tool which helps the business to grow as well
as to increase their online presence in the market. 5 says that it is not important for the company
to adopt digital marketing strategy to expand and grow. Remaining 3 is of the view that they
can’t say whether it increase online presence or not.
Q3) As per your knowledge, which among the below-listed companies is the
best top online fashion brand in the UK in context of the customer base?
Frequency
a) John Lewis 9
b) Sainsbury 8
c) Zara 2
d) Next 7
e) Boohoo 3
f) Shein 1
7

Interpretation:
With the assemble piece of information it is discussed that out of the above listed brands
majority of people voted for John Lewis. According to them brand has largely used digital
marketing strategy to increase their online presence as well as gain more online customer for
their company. out of 30 applicants 9 of them voted for John Lewis.
Q4) According to you that, which organisation applies the best digital
marketing strategy to expand their business in the UK as well as to analyse
their market?
Frequency
a) Very 2
b) Marks and Spencer 9
c) Amazon 7
d) Sainsbury 4
e) John Lewis 8
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Interpretation:
With the gathered data using questionnaire it is analysed that from total respondent 9 has
answered that Marks and Spencer is one of that brand which uses best digital marketing strategy
within their marketing process. This has widely helped them to expand their business in UK as
well as in another country. It also helped them to analyse the market situation and then promote
their product accordingly.
Q5) What is the role of digital marketing strategy in the retail fashion
industry of the UK?
Frequency
a) To provide 24/7 service 1
b) To change fashion trends 5
c) To enhance global presence 2
d) To enhance customer engagement 7
e) To increase internet penetration 4
f) To generate online leads 5
g) To attract more buyers 6
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Interpretation:
From the above tabular and graphical presentation, it is analysed that 7 respondents are of
the view that the major role of digital marketing is to increase customer engagement with the
brand. With the help of digital promotion, they can easily convey their message as well as
communicate with the buyers. Buyer can also interact with the company, provide them the
feedbacks and review for the product they use and many more.
Q6) As per your perspective, what is the benefit availed by UK fashion
industry while using digital marketing?
Frequency
a) Ability to focus and target ideal buyers 12
b) Tap customers on social media marketing 3
c) Promotes the speed and convenience of clothing trades 10
d) Increase engagement level of customers 5
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Interpretation:
With the assemble piece of data it is inspected that UK fashion industry gained on of the
biggest advantage when they adopt the strategy of digital marketing that is it helps in focusing
and targeting the ideal buyers for their brands. With the assistance of digital marketing they can
created their market image ion various social media platform and can aware customer about their
brands.
Q7) Do you think that the adoption of digital technology changed the
fashion industry?
Frequency
a) Yes 15
b) No 10
c) Can't Say 5
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Interpretation: From the above table it is interpreted that it is analysed that out of 30
participant’s majority number of applicants that are 15 voted yes that after the use of digital
marketing the way of promoting the product within the fashion industry changes a lot. It helps
them widely to create good brand image on customer mind as well as gain competitive
advantage.
Q8) According to your opinion, how digitalisation has make the fashion
industry more sustainable?
Frequency
a) Removes opacity and middlemen 4
b) Improves speed 12
c) Lower inventory days 6
d) Creating more transparent supply chain 9
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Interpretation: From the above tabular and graphical representation, it is discussed that 12
applicants have voted that digitalisation has helped them to improve the speed of the brand in
promoting and communicating with the buyers. With digitalisation company can resolve the
query of the buyers in speed manner. As well as also helps in communicating with the customer
in sound and efficient manner.
Q9) What is the importance of digital marketing within UK fashion
industry?
Frequency
a) Increase sales 3
b) Improve brand reputation 8
c) Make brand more profitable 15
d) Bring creativity and innovation 4
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Interpretation:
According to above data analysis it is interpreted that out of 30 employees 15 have the
view that one of the vital importance of digital marketing is making the brand more profitable.
As with the digitalisation brand are able to influence the perception of the buyers in significant
manner. This helps them to gain wider customer base for their brand.
Q10) What is the effective way through which company can build a
profitable fashion brand with digital marketing?
Frequency
a) Retarget visitors 10
b) Style guides 7
c) Work with influencers 5
d) Giveaways on social media platforms 8
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Interpretation:
The above graph states that out of 30 participants, the majority of 10 thinks that retarget
visitors is the effective way through which company can build a profitable fashion brand with
digital marketing. It is important to retarget the customers in order to create strong customer base
and improve business profitability.
Q11) As per your viewpoint, what is the challenge faced by UK fashion
industry while incorporating digital marketing strategies for attracting
customers?
Frequency
a) Driving relevant traffic to the website 7
b) Lead generation through social media 10
c) Keeping up with changing trends 8
d) Lack of proper knowledge related to Web Analytics 5
15

Interpretation:
It is being determined from the above graphical representation that, the majority of
respondents voted that lead generation through social media is the challenge faced by UK
fashion industry while incorporating digital marketing strategies for attracting customers. It
becomes difficult to generate lead on social media platforms and attract more and more customer
towards the brand.
Q12) Do you have understanding about the web analytics in digital
marketing?
Frequency
a) Yes 20
b) No 10
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Interpretation:
This is being interpreted from the above shown graph that, the majority of 20 said that
they have basic understanding of web analytics as it helps in collecting, analysing and measuring
the website data.
Q13) As per your viewpoint, do you think that web analytics is one of the
important tools for evaluating the digital marketing performance of an
organisation?
Frequency
a) Yes 15
b) No 10
c) Maybe 5
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Interpretation:
From the above graphical representation, it is being identified that out of chosen 30
participants, the majority of 15 thinks that web analytics is one of the important tools for
evaluating the digital marketing performance of an organisation. With the help of web analytics,
company can gain data to create better user experience for website visitors.
Q14) As per your perspective, what is the need for a web analytical
application for the UK fashion industry in a digital marketing approach?
Frequency
a) To know the behaviour of buyers 9
b) To identify the type of information viewed by a customer 5
c) To analyse customer needs and wants 4
d) To know the time spent by customer on website 6
e) To know the demographical and geographical background 6
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Interpretation:
It is being identified from the above table that out of chosen 30 respondents, the majority
of 9 thinks that to know the behaviour of buyers is the need for a web analytical application for
the UK fashion industry in a digital marketing approach. Through web analytical application,
company can know the behaviour of buyers due to which the sale and profitability of business
increases.
Q15) In your opinion, what is the importance of web analytics technique for
the UK fashion industry?
Frequency
a) Increasing better understanding of customer 6
b) Boosting the overall revenue and sale 5
c) Driving the decision-making process 4
d) Generating sale 8
e) Providing stakeholder insights 3
f) Increasing website performance 4
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Interpretation:
The above graphical representation states that out of chosen participants, the majority of
8 have opinion that generating sale is the importance of web analytics technique for the UK
fashion industry. By using web analytics tools, fashion companies can boost their sale as it helps
in identifying the key trends, predict outcomes and also helps in analysing the various key
performance indicators that drive growth of business.
Q16) According to you, does web analytical technique helps in offering
personalised customer service to the buyers of the UK fashion industry?
Frequency
a) Yes 17
b) No 10
c) Maybe 3
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Interpretation:
From the above graph it is being interpreted that out of overall chosen number of
participants, the majority of 17 said that web analytical technique helps in offering personalised
customer service to the buyers of the UK fashion industry. It helps in removing the guesswork
and focuses on understanding the customer needs, goals and interest. Thus, the personalised
customer service helps in understanding the need and wants of customers.
Q17) According to your opinion, which company has incorporated the
concept of web analytics in order to improve business operations?
Frequency
a) Amazon 15
b) Ralph Lauren 5
c) Stitch Fix 6
d) Gap 4
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Interpretation:
The above graph depicts that out of chosen respondents, the majority of 15 thinks that
Amazon is one of the company that have incorporated the concept of web analytics in order to
improve business operations. It is the largest e-commerce companies that incorporated
technological innovation and also focuses on introducing the capability of data Analytics to offer
customers personalized services.
Q18) Do you think that big data and web analytics has started to play a
crucial role in forecasting buying behaviour and patterns of the customers?
Frequency
a) Yes 18
b) No 7
c) Can't Say 5
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Interpretation:
It is being analysed from the above graph that, the majority of 18 have opinion that big
data and web analytics has started to play a crucial role in forecasting buying behaviour and
patterns of the customers. It helps in identifying the need and preference of customer due to
which company can generate more and more revenue and also create strong customer base.
Q19) What are the significant advantages of implementing web analytics
within an organisation?
Frequency
a) Improved data-driven decision-making process 5
b) Providing stakeholders with insights into the data 9
c) Enhancing the communication 10
d) Remaining consistent with the information 6
23

Interpretation:
The above shown graph illustrate that out of chosen 30 participants, 10 thinks that
enhancing the communication is the significant advantage of implementing web analytics within
an organisation. By implementing web analytics, communication between the company and
customer get increased due to which the sale and customer base of brand increases.
Q20) According to your viewpoint, how web analytics helps in expanding
the growth of fashion companies?
Frequency
a) Attracting more visitors 6
b) Retaining customer 5
c) Personalising the site to customers 15
d) Predicting the preference of customers 4
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Interpretation:
It is being illustrated from the above graphical representation that out of chosen
respondents, the majority of 15 thinks that web analytics helps in expanding the growth of
fashion companies by personalising the site to customers. Through personalising the site,
customer can avail the information which they want to see and also it helps in making them feel
happy and comfortable to purchase the product according to their taste and preference.
Q21) As per your perspective, what is the challenge faced by the UK retail
fashion sector in absence of web analytical technique in their digital
marketing approach?
Frequency
a) Inefficiency to know the buyer’s preferences 4
b) Inability to know the customer attitude 7
c) Poor expansion and growth 10
d) Low stakeholder insight 5
e) Ineffectiveness to measured digital marketing performance 4
25

Interpretation:
The above graph shows that out of chosen number of 30 participants, 10 thinks that poor
expansion and growth is the challenge faced by the UK retail fashion sector in absence of web
analytical technique in their digital marketing approach. By not using web analysis techniques,
company can face difficulty in expanding their business by attracting more and more customers
towards the brand.
Q22) What is the issue faced by the UK fashion retailers while adopting the
strategy of web analytical application to measure digital marketing
performance?
Frequency
a) Too many metrics 7
b) Data security and accuracy 9
c) Insufficient knowledge 5
d) Deciding budget 6
e) Managing data coming from multiple web sources 3
26

Interpretation:
As per the above shown graph it is being identified that, the majority of 9 have opinion
that data security and accuracy is the issue faced by the UK fashion retailers while adopting the
strategy of web analytical application to measure digital marketing performance. Due to the
absence of web analytics, it becomes difficult to maintain the security which leads to data breach
of customers.
Q23) According to you, do you agree that using web analytical tools helps
the fashion industry to streamline its major digital operation in an effective
manner?
Frequency
a) Strongly agree 10
b) Agree 5
c) Neutral 6
d) Disagree 4
e) Strongly disagree 5
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Interpretation:
The above graph depicts that out of chosen 30 respondents, the majority of 10
participants are strongly agree that using web analytical tools helps the fashion industry to
streamline its major digital operation in an effective manner. By using web analytics, company
can attract maximum number of customers by streamlining through digital operation and create
strong customer base.
Q24) According to your opinion, which is the effective web analytics tools
used by the UK fashion companies?
Frequency
a) Google analytics 10
b) Adobe analytics 8
c) Mixpanel 7
d) StatCounter 5
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Interpretation:
The above graph states that out of chosen participants, the majority of 10 have opinion
that Google analytics is the effective web analytics tools used by the UK fashion companies. By
using Google analytics, company can identify the trends and patterns in how visitors engage with
website. It also helps in collecting data from website and apps in order to create reports that
provide insights into business.
Q25) Do you think that, web analytics has an important role in developing
electronic customer relationship management?
Frequency
a) Yes 15
b) No 10
c) Maybe 5
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Interpretation:
It is being determined from the above shown graph that out of chosen participants, the
majority of 15 said that web analytics has an important role in developing electronic customer
relationship management. Through web analytics, company can develop electronic customer
relationship management by running business digitally. Thus, it is necessary for an organisation
to maintain healthy and positive relations with customers in order to boost the sale and revenue.
Q26) According to your viewpoint, how web analytics helps in improving
the digital marketing capabilities for fashion companies?
Frequency
a) By creating persona and targeting audience 8
b) Creating content strategy 12
c) Improving customer value addition 4
d) Planning for business growth and expansion 6
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Interpretation:
From the above represented graph it is being identified that out of 30 respondents, the
majority of 12 have perception that web analytics helps in improving the digital marketing
capabilities for fashion companies by creating content strategy. With the help of web analytics,
company can create effective content strategy in order to grab the attention of the customers as
they prefer attractive content that provide valid information related to the products and services.
Q27) What type of insights that web analytics tools provide for digital
marketers of fashion company?
Frequency
a) Total number of visitors 7
b) Time spent on page 8
c) Number of interactions 12
d) Average number of page views 3
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Interpretation:
From the above shown graph it is being analysed that out of total number of respondents,
12 said that number of interactions is the type of insights that web analytics tools provide for
digital marketers of fashion company. With the help of web analytics tools, company can know
the total number of visitors on their page due to which they can create effective strategy for
influencing the customer to purchase the products and services.
Q28) According to your perspective, what is the effective way for
overcoming the challenges faced by the fashion industry in the application
of web analytics?
Frequency
a) Collecting meaningful data 9
b) Selecting the right tool 7
c) Data security 6
d) Building a data culture among staff 8
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Interpretation:
The above graph illustrates that out of chosen participants, the majority of 9 thinks that
collecting meaningful data is the effective way for overcoming the challenges faced by the
fashion industry in the application of web analytics. Organisation must focus on collecting
meaningful data so that they can target right customer and boost their sale.
Q29) Do you think that the adoption of digital marketing within company
helps in understanding the customer and their preference?
Frequency
a) Yes 15
b) No 10
c) Can't say 5
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Interpretation:
It is being identified from the above shown graph that the majority of 15 thinks that the
adoption of digital marketing within company helps in understanding the customer and their
preference. Digital marketing tools helps in attracting potential buyers by understanding their
need and preference.
Q30) What is the way required for incorporating advanced technologies
within fashion industry?
Frequency
a) Acquire better technical and human resources 15
b) Cultural shifts 8
c) Infrastructural changes 7
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Interpretation:
The above shown graph depicts that out of chosen number of participants, the majority of
15 thinks that acquire better technical and human resources is the way required for incorporating
advanced technologies within fashion industry. It is important to hire technical human resources
in order to implement advanced technologies so that they contribute productive outcomes.
Discussion
As per the above gathered information, it is analysed that digital marketing plays a very
important role in the business organisation as it helps in connecting the business with their
potential customers with the help of internet (Purwanto, 2022). It is also known as online
marketing and helps in promoting the products and services of the business in order to reach the
target audience by the use of internet and other types of digital communication. This mainly
involves the use of email, web-based advertising, multimedia messages, social media and many
which assists in marketing the business products to the customers online. The main objective of
digital marketing is to increase the sales of the quality products and services to he customers in
the competitive market. It mainly includes selling the right product to the right customer in order
to gain high success and profitability in the market (Dimitrova and Sin, 2018). There are
different benefits of the digital marketing such as increasing the engagement level of customers,
reach customers on social media marketing, targetting potential buyers to the customers. It is
important for the business organisation to adopt digital marketing because this helps in gaining
large number of customers and large share in the market for better growth. From the above
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quantitative analysis, it is being interpreted taht that there are many top fashion companies which
is platforms in UK such as Burberry, Victoria Beckham, House of Sunny, JW Anderson, Martin
Rose, Babour, Margaret Howell, Toast and many more. It has been discussed that customers
founds many online platforms for the shopping which is helps them to purchase something
online. It is saving their time and money also because it is attain many discounts and offers in the
online platforms (Xie, and et.al., 2022). E-commerce platform gives many advantages to the
customer where they are purchasing the products as online form. It has been discussed that e-
commerce platforms helps to grew the fashion companies which is the biggest advantage for the
fashion companies. From the above discussion, it has been discussed that there are many digital
strategies that have been used fashion industries in orders to applying for their growth and
expansions such as social media marketing, email marketing, influencer marketing, content
marketing, SMS marketing, search engine marketing, Facebook ads, mobile marketing, affiliated
marketing and many more (Melović, and et.al., 2020). these all digital strategies of all the
companies under the fashion industries has been applying for the growth and expansion within
the UK. These strategise helps to increase the fashion's industries image and reputation as well.
Form the above discussion, it has been discussed that web analytics is referring to the process
that analysing the behaviour of the visitors to a website. It has been analysis that data analytics or
web analytics helping the fashion industries for manage the inventory, profitability, and
consumer targeting (Vinodh, and et.al., 2020). it is focus on the advanced fashion data analytics
that is helps the companies to analysis the performance of the fashion industry. By applying the
web analytics in fashion industries it is help to develop the strategies for development and
growth within the UK.
CHAPTER 5 CONCLUSION AND RECOMMENDATION
Conclusion is that part in the investigation which provide the overall summary of the
investigation. In this section the potential outcome of the study is being reflected in order to see
what is being analysed in this investigation. On the other side, recommendation is that section
through which suggestion is provide to overcome from the issue and challenges identified. This
is provided so that organisation can use that recommendation to mitigate the challenges. Apart
from this in this section the overall limitation that is been faced while carrying the investigation
36

is also shown and other then the alternative research methodology that can be used to carry the
investigation is also determined.
Conclusion
From the above discussion it has been concluded that web analytics is most important
digital marketing tool for the companies as it helps in collecting, reporting and evaluating the
data that is found on the website. The above research states that it played a very crucial role in
developing electronic customer relationship management. Web analytics help companies to
activate ERCM system in their business because it allows their internal managers to have proper
control over customer segments. It leads in maximisation of profit as well as rationalised
expenditure. Web analytics is also important for the companies in increasing customer loyalty as
well as improving customer service. The web analytics in companies in different manner and to
gain its maximum benefits, it is important for the companies to invest their more time as well as
strengthen their marketing results by using its service. By applying web analytics in their
business, companies can also improve their CSR activities. The above research analysed that the
web analytics has been increasingly use in many industries in order to streamline their major
business operations. In the past years, fashion industry is more developed and changed as per the
customer preferences, it is highly important for them to regulate and maintain high-quality
customer information in order to enhance marketing activities and producing appropriate
products. The above research analysed that the digital marketing is the most important aspect
which is used in fashion industry in order to improve their sales, brand image and extensively.
Digital marketing is considered as the most excellent method that help companies to enhance
their customer communication, gain more attention, interest and desire of their potential
customers. It is also help company in order to mitigate their customer requirement by providing
constant service, increase their social media presence, availability of better online information,
better access to global brands, enhanced shopping experience, improve availability of latest
trends within industry and so on. The above research identified that fashion industry faced many
challenges due to constant change of fashion trends, consumer preferences as well as customer
attitudes. The industry has to work together for mitigating customer requirements, constant
changes in consumer preferences along with the inability to serve the customers properly. Due to
this many organisations has affected adversely. Due to the increased innovative technology as
well as application of big data and web analytics, companies can apply the required changes as
37

well as it find more challenging in order to incorporate all the advanced technologies in their
business. As the company is needed to acquire better technical and human resources, cultural
shifts as well as other infrastructural changes for incorporating all the advanced technologies.
The another challenge that the fashion industry faced is the lack of proper knowledge related to
web analytics while incorporating it in measuring digital marketing strategies.
Recommendation
From the above discussion, it has been analysed that implementation of web analytics
help company to improve their data-driven decision making process, providing stakeholders with
insights into the data by avoiding only traffic reports and snapshots that focused on enhancing
the communication as well as remaining consistent with the information. While using this
analytics fashion industry faced many challenges due to insufficient knowledge. Finding and
recruiting employee who have knowledge regarding the use of web analytics is also create
difficulty for the fashion industry. Many business leaders and executives within fashion industry
do not have proper knowledge about just how powerful and useful is web analytics. If the
company collects valuable data on the performance of their website, it can be difficult for them
to present data in this way that inform business decision. For mitigating this problem, it has been
recommended to the fashion industry that they need to increased the knowledge about web
analytics among employees of a business. The fashion companies who is already performing web
analytics need to improve when it comes to point out the practical outcomes of their data. By
highlighting the direct consequences of these data is the way in which company can dictate how
to gain a higher SEO rank in Google search results as well as can directly affect on the creative
design of marketing content that should be start.
Limitation
While conducting the above research, there are many limitation found which create
problem in order to conduct the whole research in better manner. For doing this research, the
researcher has limited cost which create problems for the researcher in order to collect
information for the research. To deal with this limitation, researcher used questionnaire in order
to collect information related to the research topic. Questionnaire is an cost effective tool that
help researcher to collect information from the maximum number of respondents from the whole
population. The researcher has limited time to complete this research which create problem in
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collecting and analysing data on time for completing the research in given time period. For
dealing with this limitation, researcher used Gantt chart in order to complete the research in time.
Gantt Chart is an effective project management tool that help researcher to plan all the work and
activities of research around the deadline as well as allocate resources in proper manner. It is a
horizontal bar chart that show the start and end dates of each task within the research. This helps
researcher to complete each task on time as well as submit the whole research within a given
period of time.
Future scope of research
To conduct the research in this topic, the researcher used quantitative method in order to
collect numerical information to attain aim and objectives of the research in better manner. In
future researcher can select qualitative method to conduct this research. It helps in gaining in-
depth information about the research topic. Qualitative research method help researcher to focus
on gaining as much as possible data from a relatively small sample size. This method is more
flexible in comparison to quantitative research as it enables participants to express their opinion
while providing data.
39

REFERENCES
Books and Journals
Camic, P. M., 2021. Qualitative research in psychology: Expanding perspectives in methodology
and design. American Psychological Association.
Chandra, Y. and Shang, L., 2019. Qualitative research: an overview. Qualitative research using
R: A systematic approach, pp.1-19.
Cristancho, S. M., and et. al, 2018. Qualitative research essentials for medical
education. Singapore medical journal. 59(12). p.622.
Goldsmith, L .J., 2021. Using Framework Analysis in Applied Qualitative Research. Qualitative
Report, 26(6).
Hayashi Jr, P., Abib, G. and Hoppen, N., 2019. Validity in qualitative research: A processual
approach. The Qualitative Report. 24(1). pp.98-112.
Mey, G., 2022. Qualitative methodology. In International Handbook of Psychology Learning
and Teaching (pp. 1-26). Cham: Springer International Publishing.
Pope, C. and Mays, N., 2020. The role of theory in qualitative research. Qualitative research in
health care. pp.15-26.
Rahmawati, I., and et. al, 2022. Innovative Work Behavior Development Through
Technopreneurship Leadership in Vocational Schools: An Mixed Method Explanatory
Research. Jurnal Pendidikan Progresif. 12(2). pp.943-959.
Roberts, K., Dowell, A. and Nie, J .B., 2019. Attempting rigour and replicability in thematic
analysis of qualitative research data; a case study of codebook development. BMC
medical research methodology. 19(1). pp.1-8.
Silverman, D. ed., 2020. Qualitative research. Sage.
Xie, C., and et.al., 2022. Tourism e-commerce live streaming: Identifying and testing a value-
based marketing framework from the live streamer perspective. Tourism
Management, 91, p.104513.
Melović, B., and et.al., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society, 63, p.101425.
Vinodh, S., and et.al., 2020. Integration of continuous improvement strategies with Industry 4.0:
a systematic review and agenda for further research. The TQM Journal.
Purwanto, A., 2022. How The Role of Digital Marketing and Brand Image on Food Product
Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era. Journal
of Industrial Engineering & Management Research, 3(6), pp.34-41.
Dimitrova, P. and Sin, I., 2018. Digital Marketing in Start-Ups: The role of digital marketing in
acquiring and maintaining business relationships
40

APPENDIX
Questionnaire
Q1) Do you have enough knowledge regarding the concept of digital marketing in context
of UK fashion industry?
a) Yes
b) No
Q2) As per your opinion, do you think that digital marketing is one of the vital techniques in
the UK fashion industry to grow and expand its online presence?
a) Yes
b) No
c) Can’t say
Q3) As per your knowledge, which among the below-listed companies is the best top online
fashion brand in the UK in context of the customer base?
a) John Lewis
b) Sainsbury
c) Zara
d) Next
e) Boohoo
f) Shein
Q4) According to you that, which organisation applies the best digital marketing strategy to
expand their business in the UK as well as to analyse their market?
a) Very
b) Marks and Spencer
c) Amazon
d) Sainsbury
e) John Lewis
Q5) What is the role of digital marketing strategy in the retail fashion industry of the UK?
a) To provide 24/7 service
b) To change fashion trends
c) To enhance global presence
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d) To enhance customer engagement
e) To increase internet penetration
f) To generate online leads
g) To attract more buyers
Q6) As per your perspective, what is the benefit availed by UK fashion industry while using
digital marketing?
a) Ability to focus and target ideal buyers
b) Tap customers on social media marketing
c) Promotes the speed and convenience of clothing trades
d) Increase engagement level of customers
Q7) Do you think that the adoption of digital technology changed the fashion industry?
a) Yes
b) No
c) Can't Say
Q8) According to your opinion, how digitalisation has make the fashion industry more
sustainable?
a) Removes opacity and middlemen
b) Improves speed
c) Lower inventory days
d) Creating more transparent supply chain
Q9) What is the importance of digital marketing within UK fashion industry?
a) Increase sales
b) Improve brand sales
c) Make brand more profitable
d) Bring creativity and innovation
Q10) What is the effective way through which company can build a profitable fashion brand
with digital marketing?
a) Retarget visitors
b) Style guides
c) Work with influencers
d) Giveaways on social media platforms
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Q11) As per your viewpoint, what is the challenge faced by UK fashion industry while
incorporating digital marketing strategies for attracting customers?
a) Driving relevant traffic to the website
b) Lead generation through social media
c) Keeping up with changing trends
d) Lack of proper knowledge related to Web Analytics
Q12) Do you have understanding about the web analytics in digital marketing?
a) Yes
b) No
Q13) As per your viewpoint, do you think that web analytics is one of the important tools for
evaluating the digital marketing performance of an organisation?
a) Yes
b) No
c) Maybe
Q14) As per your perspective, what is the need for a web analytical application for the UK
fashion industry in a digital marketing approach?
a) To know the behaviour of buyers
b) To identify the type of information viewed by a customer
c) To analyse customer needs and wants
d) To know the time spent by customer on website
e) To know the demographical and geographical background
Q15) In your opinion, what is the importance of web analytics technique for the UK fashion
industry?
a) Increasing better understanding of customer
b) Boosting the overall revenue and sale
c) Driving the decision-making process
d) Generating sale
e) Providing stakeholder insights
f) Increasing website performance
Q16) According to you, does web analytical technique helps in offering personalised
customer service to the buyers of the UK fashion industry?
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a) Yes
b)No
c) Maybe
Q17) According to your opinion, which company has incorporated the concept of web
analytics in order to improve business operations?
a) Amazon
b) Ralph Lauren
c) Stitch Fix
d) Gap
Q18) Do you think that big data and web analytics has started to play a crucial role in
forecasting buying behaviour and patterns of the customers?
a) Yes
b) No
c) Can't Say
Q19) What are the significant advantages of implementing web analytics within an
organisation?
a) Improved data-driven decision-making process
b) Providing stakeholders with insights into the data
c) Enhancing the communication
d) Remaining consistent with the information
Q20) According to your viewpoint, how web analytics helps in expanding the growth of
fashion companies?
a) Attracting more visitors
b) Retaining customer
c) Personalising the site to customers
d) Predicting the preference of customers
Q21) As per your perspective, what is the challenge faced by the UK retail fashion sector in
absence of web analytical technique in their digital marketing approach?
a) Inefficiency to know the buyer’s preferences
b) Inability to know the customer attitude
c) Poor expansion and growth
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d) Low stakeholder insight
e) Ineffectiveness to measured digital marketing performance
Q22) What is the issue faced by the UK fashion retailers while adopting the strategy of web
analytical application to measure digital marketing performance?
a) Too many metrics
b) Data security and accuracy
c) Insufficient knowledge
d) Deciding budget
e) Managing data coming from multiple web sources
Q23) According to you, do you agree that using web analytical tools helps the fashion
industry to streamline its major digital operation in an effective manner?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q24) According to your opinion, which is the effective web analytics tools used by the UK
fashion companies?
a) Google analytics
b) Adobe analytics
c) Mixpanel
d) StatCounter
Q25) Do you think that, web analytics has an important role in developing electronic
customer relationship management?
a) Yes
b)No
c) Maybe
Q26) According to your viewpoint, how web analytics helps in improving the digital
marketing capabilities for fashion companies?
a) By creating persona and targeting audience
b) Creating content strategy
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c) Improving customer value addition
d) Planning for business growth and expansion
Q27) What type of insights that web analytics tools provide for digital marketers of fashion
company?
a) Total number of visitors
b) Time spent on page
c) Number of interactions
d) Average number of page views
Q28) According to your perspective, what is the effective way for overcoming the challenges
faced by the fashion industry in the application of web analytics?
a) Collecting meaningful data
b) Selecting the right tool
c) Data security
d) Building a data culture among staff
Q29) Do you think that the adoption of digital marketing within company helps in
understanding the customer and their preference?
a) Yes
b) No
c) Can't say
Q30) What is the way required for incorporating advanced technologies within fashion
industry?
a) Acquire better technical and human resources
b) Cultural shifts
c) Infrastructural changes
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