Consultancy Report: Asda's Web Analytics Tools for Online Growth

This consultancy report evaluates Asda's web analytics tools and internet marketing activities to enhance its online presence and brand image. The research examines the concept and theory of web analytics tools, assesses their application by Asda, and highlights their importance in improving the company's brand image. The methodology relies on secondary data from books, articles, journals, and Asda's website. The analysis explores Asda's use of Google marketing platforms, search engine optimization, and competitive intelligence tools. It examines Asda's website presence, Instagram engagement, and the insights gained from web analytics tools. Recommendations include evaluating market trends, using hashtags, adopting attractive marketing campaigns, improving web design, and utilizing cost-effective web analytics tools like Optimizely and FoxMetrics. The report concludes with a record of activities undertaken during the research process.

Consultancy Report Template
Client Asda
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
(max ½ page)1
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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and enhance its performance through utilising tools of internet. Being a travel and leisure industry, the
organisation optimise its brand development through using web analytics to know consumer interests
and preferences
To examine importance of web analytics tools in improving brand image of company
As per the view of Bhumika Dutta, (2021) Web analytics tools help in improving the online operations of
the enterprise and help the company in gaining insights on the activities of audience. The various tools
used by organisation supports a variety of purposes which assist its marketing operations and increase
interaction with individuals. The company use these tools in improving its digital marketing strategies
and enhancing interaction with consumers to know their preferences better. The web analytics tools
support the organisation in enhancing its online presence as the provided insights helps the marketing
managers in using tactics and features which can further improve the interaction with audience on social
media
Analysis results
 From the above image, it can be interpreted that Asda UK maintains effective presence on its
websites which provides consumers multiple options to avail its services via internet and its
online sites. The travel company offers various packages and exiting offers which provides ease
to consumers in choosing various options. Through web analytics tools, it analyse customer
engagements which helps it in gaining insights on web traffic and thus it assist the organisation
in devising strategies. The online presence on the online websites and links of the company
implies that it interact with its consumers on usual basis through displaying useful information
about the operations of Asda UK. It provides various offers and existing discounts on their online
websites which improve the overall experience of individuals.
 From the above image showing Instagram handle of the company, it can be interpreted that the
organisation is able to engage with a range of consumers through its online presence on
Instagram. The company owns 124000 followers indicating its active and significant interaction
with its customer base. Through using insights and features of Instagram, the enterprise is able
to track traffic and engagement of audience in activities and posts of the organisation. Instagram
also allow the company to access its free analytics tool where it can gain insights on information
such as accounts visited, number of shares, number of people saving their posts etc.
 From the above image, it can be understood that the web analytics tools as shown in the image
provides a range of insights on the multiple aspects of the Asda. It has been interpreted that the
web analytics tools helps the company in determining its current position which facilitate it in
devising relevant strategies. 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
In order to enhance the online presence as well as make effective use of web analytics tools, the
company is recommended to follow the below mentioned points:
 In order to improve its digital medial presence for gaining attraction of large number of
customers, the Asda company should evaluate the current market trends by analysing the
purchasing patterns of the customers through social media platforms. It is recommended that the
firm should practise the use of hashtags as well as adopt attractive marketing campaigns in
order to promote the brand image in market.
 The firm is also recommended to make certain changes regarding web design as well as layouts
with the purpose of making the content more attractive and immersive. The firm should also
posts more creative images and must also provide other services through their social media
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channels.
 The Asda company should also undertake use of effective web analytics tools which can include
Optimizely, FoxMetrics etc. These tools are more cost effective that can support the organisation
in changing their experience level more effectively. Thus, the organisation should make
appropriate changes according to the needs as well as wants of customers.
Reference
Müller, A., 2018. Referral marketing on social media platforms—guidelines on how businesses can
identify and successfully integrate opinion leaders in their online marketing strategy.
In Omnichannel Branding (pp. 131-171). Springer Gabler, Wiesbaden.
Mothersbaugh, D.L. and et.al., 2020. Consumer behavior: Building marketing strategy. New York,
NY, USA: McGraw-Hill Education.
Önder, I. and Berbekova, A., 2021. Web analytics: more than website performance
evaluation?. International Journal of Tourism Cities.
Ekka, S. and Jayapandian, N., 2020, July. Big Data Analytics Tools and Applications for Modern
Business World. In 2020 International Conference on Electronics and Sustainable
Communication Systems (ICESC) (pp. 587-592). IEEE.
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
necessary
Date Hours
spent
Summary of work/ Activity undertaken
10 April 1 hour Project objectives and background
10 April 6 hours Project methodology
11 April 4 hours Analysing results
12 April 2 hours Recommendations
Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.
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