University of Westminster: Burberry Website Analysis and Web Analytics

This report provides a comprehensive analysis of Burberry's website, focusing on web analytics and its potential to enhance business performance. The report begins with an executive summary and introduction, followed by an analysis of the uk.burberry.com website, evaluating its design and user experience. It then explores the link between business intelligence and web analytics, highlighting how data from various sources can be integrated to improve decision-making. The report discusses the application of web analytics tools in understanding visitor behavior, clickstream analysis, and optimizing website usage. It provides recommendations for leveraging web analytics to improve SEO, increase customer engagement, and enhance overall business performance, including strategies for analyzing visitor demographics and market trends. The report concludes by emphasizing the value of web analytics in optimizing website success and driving informed business decisions for Burberry.

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

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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.

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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

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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

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brand is to deliver sustainable and long-term value of products (Sun, Zou and Strang 2015). This
particular strategy is delivered by making a combination of organic profit growth and good
generation of cash. The major focus is all about generation of cash which is done commitment to
the capital allocation framework (Gerrikagoitia et al. 2015). There are mainly six aspects of
strategy which is needed for driving revenue that is product, communication, distribution, digital,
inspiring people and operational excellence.
Designer of Website tends to encounter huge number of challenges concerning the
attempt of building the best user experience (Wu, Buyya and Ramamohanarao 2016). The design
is made in such a way so that it can increase the overall likelihood of visitor at the time of
making online purchase (Sun, Strang and Firmin 2017). The overall success of Burberry is due to
direct result of any strong experience for user at the shopping for items.
Product search and Online Purchasing: After scanning the home page of
uk.burberry.com an idea is gathered that is clean layout, distinct elements which can catch the
eye of the user.

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Fig 1: Home Page of Burberry
(Source: Kingdom, 2019)
The shopping experience at Uk.burbery.com is not perfect; it has some issues in it. There
were technical and limitation of budget which keeps enhancement of e-commerce developers.
This particular step is taken by following underlying principles for getting these practices (Fan,
Lau and Zhao 2015). Developers at Burberry.com need to come up with enhancement which is
as per the budget of the project and related specification. If all the given principles are followed,
then it can ensure that the online store will ultimately deliver a much better experience to its
buyers.
In Burberry, business intelligence (BI) solution are needed for analysing enormous
amount of data which comes from the web (Schwade and Schubert 2017). Web Analytics
solution is completely equipped with interfaces which are needed for business intelligence. There
are large number of tool which can be by this organization are

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 Supply Chain Management.
 Merchant Fraud Detection.
 Merchant Analytics
 Recommending of System
 Analytics for product specific
 Analytics for online marketing
 Analytics for user experience
Analysis of link between business intelligence and Web analytics
In Burburry.com, business intelligence can put raw data of business for much better
action that is needed for much better outcome (Gupta, Goul and Dinter 2015). Data is collected
from large number of sources which is needed for analysing the current market benefits and
business strength along with addressing the weakness. At present, there is large number of
methods like tools and technology which is needed for collecting huge number of data. In the
long run, business intelligence can bring huge number of benefits like
Analysis of Sales and Profit: Solution of Business Intelligence (BI) can be used for
analysing the sales to uncovering trend and demand for products. It mainly focuses on
formulation of proper strategy (Kimble and Milolidakis2015). It will impact every stakeholder of
Burberry. Apart from this, it focuses on making sense of data which is collected by identifying
the trends and opportunity in business. Business intelligence can be used by Burberry is needed
for efficient serving of the customers at time of festival.
Analysis of Store Operation: Tools of business intelligence are mainly needed for
effective decision making which is again needed for enhancing the overall profit and decision
making based on the present facts (Misirlis and Vlachopoulou 2018). By making use of business

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intelligence, user can consolidate data for monitoring the overall performance of stores of
Burberry which is located in different location. It is mainly needed for improving the overall
marketing and promotion of investment.
Analysis of Customers: Analysis of customer behaviour is known to be important thing
in intensifying the present landscape of competition. Tools of Business Intelligence (BI) are
mainly needed for providing much better analysis of customer which is needed for analysing the
purchasing habit (Wilder and Ozgur 2015). It merely focuses on plan for making campaign for
market along with win loyalty of customer. It merely focuses on retaining the customer and
carrying out segmentation of customer.
Management of Merchandise: By making use of business intelligence tool, a user can
provide product at right time. Based on the insight of analysis of customer, user can evaluate the
overall performance of product (Paul et al. 2018). It merely focuses on accelerating the overall
promotion in certain number of areas.
Management of Inventory: If the marketing dynamics of burberry.com fluctuate then the
demand will be there for maintaining optimum level of inventory. Tools of Business intelligence
can be used for avoiding products stock outage will be due to unexpected circumstances (Biswas
and Sen 2017). By making use of business intelligence tool, Burberry.com can easily analyse the
products that are in demand. It merely focuses on formulating strategies which are needed for
product discount and promotion.
Analysis of Market: By making use of Business Intelligence, Burberry can understand
the behaviour by targeting the market-based effort. It is mainly done by carrying out an analysis
of online store where Burberry can promote special offers and recommend to respect audience

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(Vassakis, Petrakis and Kopanakis 2018). Burberry.com can have easy access to scorecards and
analyze data which is needed for analysing the opportunities and channel for new sales.
Making recommendation for the use of Web Analytics
Web analytics can be stated as method of understanding practice which is needed for
collection and generation of data (Wu, Buyya and Ramamohanarao 2016). It is all about making
sense of data of internet which is needed for optimizing design of web page and its overall
strategy. Web analytics can be used for monitoring and keeping track of overall statics of growth
and strategies.
Understanding Visitor Behaviour: Web Analytics aims to provide much fast and clear
result which is needed for overall growth of Burberry.com. Web analytics can be stated as a tool
which is needed for diagnosis (Howson et al. 2018). It is mainly needed for getting the audience
for understanding their preference. Web Analytics can be used by online industry for overall
growth. For keeping track of all the required process, Burberry, com can make use of web
analytics tool which needs to be completely integrated with it. By making use of Web analytics,
user can easily keep track of their interest, behaviour and overall demographic and another
aspect (Vassakis, Petrakis and Kopanakis 2018). This particular company needs to keep track of
both new and returning visitor to the organization. Analysing the behaviour of visitor can help in
analysing the present marketing campaign which can provide much better result. By the help of
proper analysis, a track can be maintained about the origination of visitor that is from Facebook
page or guest blog post.
Web Analytics for improving Website Usage: By the help of Web Analytics,
Burberry.com can easily improve the overall number of customer on this website. For increasing
the number of visitors who look for the website, the organization should focus on improving

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search engine optimization (SEO). Increase in the overall engagement on the website will
ultimately help in improving the rate of conversion (Kimble and Milolidakis2015). Bounce rate
can be considered to be an important factor for various search engines. For providing continuous
quality which is known to be an important factor for providing quality and credibility of the
users. Burberry.com needs to look up for runner-up and insert call to action which is needed for
analysing the behaviour of the visitor (Sun, Zou and Strang 2015). By analysing the metrics,
business website can be considered to be powerful tool which is needed for generating some
tools.
Web analytics for improving the business performance: Web Analytics can be
considered to be a powerful tool which is needed for measuring the viewer’s website and the
place of their origin (Sun, Strang and Firmin 2017). It is all about analysing the keyword which
the visitor is making use to find product and services. It is very much important for
Burberry.com to have an understanding concerning visitor along with addressing their needs of
various client. Analytics can be used for revealing the demand in the present market that varies
in different geographical location (Fan, Lau and Zhao 2015). By making use of web analytics
marketers can easily keep a track the overall volume of visitor interest and data of demographics.
By making use of web analytics, user can easily identify how long visitor has spent time on the
website.
Conclusion
The above pages of the report help us in concluding the fact that the report is all about
Burberry which is a UK based organization. In the report, a review and propose of course of
action of Burberry has been discussed in details. The analysis has been carried out from the
perspective of web analytics consultant. The review is inclusive of overview of the website

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stating the use of web analytics along with required tools and techniques that can be used. An
overview has been provided concerning understanding of visitor behaviour, clickstream and how
this can be used for improving the website success, performance and lastly decision making. The
review is inclusive of how uk.burberry.com business intelligence is attached with data of web
analytics. Burberry understands the importance of views, values and idea of stakeholders which
is important for overall success. At Burberry organization, the merely focus is all about opening
up constructive dialogue with the customer, employees and partners. The board of this UK based
organization updates and give input on the given activities which is needed for significant
project. In the year 2017, the organization come up with multi-year plan which is needed for re-
energising the product and overall experience of the customer.

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References
Biswas, S. and Sen, J., 2017. A proposed architecture for big data driven supply chain
analytics. arXiv preprint arXiv:1705.04958.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Gerrikagoitia, J.K., Castander, I., Rebón, F. and Alzua-Sorzabal, A., 2015. New trends of
Intelligent E-Marketing based on Web Mining for e-shops. Procedia-Social and Behavioral
Sciences, 175, pp.75-83.
Gupta, B., Goul, M. and Dinter, B., 2015. Business Intelligence and Big Data in Higher
Education: Status of a Multi-Year Model Curriculum Development Effort for Business School
Undergraduates, MS Graduates, and MBAs. CAIS, 36, p.23.
Howson, C., Sallam, R.L., Richardson, J.L., Tapadinhas, J., Idoine, C.J. and Woodward, A.,
2018. Magic quadrant for analytics and business intelligence platforms. Retrieved Aug, 16,
p.2018.
Kimble, C. and Milolidakis, G., 2015. Big data and business intelligence: Debunking the
myths. Global Business and Organizational Excellence, 35(1), pp.23-34.
Kingdom, B. (2019). Burberry® Official Site. [online] Burberry United Kingdom. Available at:
https://uk.burberry.com/ [Accessed 4 May 2019].
Misirlis, N. and Vlachopoulou, M., 2018. Social media metrics and analytics in marketing–S3M:
A mapping literature review. International Journal of Information Management, 38(1), pp.270-
276.
Paul, P., Bhuimali, A., Aithal, P.S. and Bhowmick, S., 2018. Business Information Sciences
emphasizing Digital Marketing as an emerging field of Business & IT: A Study of Indian Private