Digital Analytics Report: Analysis of Burberry Website

This report provides a detailed analysis of Burberry's website, uk.burberry.com, focusing on digital analytics and its application in understanding customer behavior and improving business performance. The report begins with an introduction to digital analysis and its importance for organizations like Burberry, a leading fashion brand. It then analyzes Burberry's website using various frameworks, including segmentation and pricing strategies, to understand how the brand attracts customers and achieves its objectives. The report also discusses the link between business intelligence and web analytics, highlighting how these tools can be used to analyze data and make informed decisions. Finally, the report offers recommendations for using relevant paradigms, frameworks, and web analytics tools to enhance website usage and business performance, ultimately aiming to increase sales and customer awareness. The report concludes that digital analysis is crucial for organizations to collect and measure data, and that business intelligence and web analytics are valuable tools for making effective changes to a website.

Digital Analytics
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1. Analysis of uk.burberry.com Web site...............................................................................3
2. Discussion and analysis about the link between business intelligence and Web analytics for
uk.burberry.com.....................................................................................................................5
3. Making recommendations/suggestions for the appropriate use of relevant paradigms,
frameworks, models and Web analytics tools in uk.burberry.com in order to understand the
visitors’ behaviour, improve the Web site usage and business performance.........................6
CONCLUSION................................................................................................................................7
REEFERENCES..............................................................................................................................8
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INTRODUCTION
Digital analysis is a tool which is used by organisations and individuals, so that they can measure
and collect some data after making some analysis, interpretation and visualisation of given
information, regarding their user behaviour and their buying structure over web sites, mobile
application and mobile sites. This report is based on Burberry, which is one of the leading
organisations in fashion industry of world. It is a British organisation, which was established in
1856 and first shop of them was opened in 1891 at The Haymarket, London. Their main goal is
to take competitive advantages and also become the top most brand of world in fashion industry.
Along with this, their main purpose is to provide good quality products to their customers and
charge good for it, so that it can fulfil both customer’s and their needs (Couldry, Fotopoulou and
Dickens, 2016). This will help in gaining knowledge about their official web site and about it’s
looks, along with this an analysis will take place in that. In the end, recommendation will be
given to organisation, so that they can make improvement in their web site and strategies used by
them for achieving their goals and objectives.
TASK 1
1. Analysis of uk.burberry.com Web site
Burberry is one of the biggest organisation of the world, which use to provide their products and
services in retail industry of clothing. They have ample number of loyal customers which are
presented at different parts of world. Along with this, they have huge number of outlets of them
which use to serve their customers at different locations of world. Organisation was established
in 1856 by Thomas Burberry, at Basingstoke, England. After this, they use to start their first
outlet in 1891 at Haymarket, London. Now, they have their headquarter at London, England.
Their main objective of Burberry is to serve their customers and provide them best what they use
to produce (Manovich, 2015). Along with this, the main objective of them is to become the
leading organisation of the which are famous for their luxury clothing products and service.
Another aim of them is to create awareness in their customers about the products offered by
them, so that they can attract ample number of customers towards the products and services
offered by them. For fulfilling this, they use start their online web site, where they exhibit
different products and service of them, so that their customers can chose what they like from it
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and buy it directly from any corner of the world. For analysing the web site of Burberry i.e.
uk.burberry.com, different tools and frame work will get used and these will get described
beneath. The strategies which is used by them, which help them in attaining their objectives
while offering their products and service via online medium are as follow :-
1. Segmentation : This is the strategy which is used by Burberry, to make division of their
customers in different part according to their choice, preferred price, age, or can be any other
factor. For online web site, they use to segment their customers according to their age and
provide according to it only (Kache and Seuring, 2017). This help them in making proper
portfolio by which they can offered best category products to their customers of specific, so
that their sales get improved. This also help them in reducing the issues of fashion and trend
to their customers by which their time get save and also they are able to get products which
are best trending in fashion of that time period. Beneath is explanation of segments in which
Burberry use to divide their products :-
 Primary age group : This the segment in which they use to put and provide products and
service to customers from age of 18 years to age of 30 years.
 Secondary age group : This is the group in which they use to put and segments customers
which are between age of 30 to40.
 Students and working youngsters : In this segment of grouping, Burberry use to put their
customers which are very good at fashion sound and also love to enjoy new trends at
market place.
 Another segmentation is for the customers which belongs from families having higher
income and which love to stand outside of crowd.
2. Pricing strategy : For an organisation which use to manufacture products and services for
direct selling to customers, then it become very much important for them to adopt proper
pricing strategies for their products, so that they can attract ample number of customers
towards the products and service offered by them (Järvinen and Karjaluoto, 2015). Burberry
use to provide luxury products and service to their customers, therefore the pricing strategies
use by them for selling their products via uk.burberry.com is higher. This will help them in
taking their products affordable to customers which belongs to higher and higher middle
class of society.
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When it come to attracting customers via online medium, the design and usability of web site
of Burberry use to play an important role in this. As Burberry use to offer luxury products to
their customers, therefore it become very much essential for them to make their customers feel
like luxury when they are surfing their official web site. Frame work for analysing the
performance, design and usability of uk.burberry.com is as follow :-
1. Business Objective : The main objective of Burberry is to provide luxury products to their
customers, and increase awareness of products and service offered by them to their
customers, so that their sales and revenue get increase.
2. Content Goal : The goal of Burberry behind designing uk.burberry.com is that, they want
that it help their customers to buy products and service offered to them (Williamson, 2016).
The main action which is expected by them from their customers is that they buy the
products and services offered by them to their customers, according to different segments.
This all will help them in increasing awareness about the products offered by them and also
lead to increase in sales and profitability of them.
3. Key performance Indicator : This is an analytical which is used by individuals and
organisations so that they can analyse their as well as others performance in regard to their
aims and objectives. Burberry use to design their own online web site, so that they can
provide their products and service to customers from different parts of world, and also
increase their sales and profits of them (Larusson and White, 2014). The performance of their
web site at world wide level is very good and it help them in achieving their goals and
objectives of increasing sales and customer awareness.
4. Targets : This is the step of frame work where, rating is given to the success of organisation
and to their strategies. In content of Burberry, it has been analysed that their performance and
popularity of uk.burberry.com is increasing and also helping organisation in attaining their
gaols and objective behind developing it.
2. Discussion and analysis about the link between business intelligence and Web analytics for
uk.burberry.com
Business intelligence is referred to the technologies and strategies used by organisations
and other bodies, so that they can analyse data and information from different sources. This help
individuals and organisation in making changes in their web site and products offered by them
according to analysed data (Chaffey and Ellis-Chadwick, 2019). Where as, web analytics is
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optimising and measuring online available data, so that Burberry can make their web site more
effective for their customers. For, uk.burberry.com both business intelligence and web analytics
will play huge role, as this will help them in analysing different data and information about their
products and services, so that they can make appropriate change in their web sites for making it
more effective. Business intelligence and web analytics are very much similar terms and also are
very much inter linked with each other. As use of both elements will help uk.burberry.com in
analysing data about the products and services offered by them to their customers. Along with
this, business intelligence is strategies and technologies which will help them in getting
information from different online sources about the products and services offered by them (El-
Nasr, Drachen, and Canossa, 2016). Along with this, web analytics will help them in measuring
the collected data by business intelligence and also help them in analysing it, so that they can
come to some conclusion make respective changes in their web site, so that it become more
effective in content of customers and Burberry.
3. Making recommendations/suggestions for the appropriate use of relevant paradigms,
frameworks, models and Web analytics tools in uk.burberry.com in order to understand the
visitors’ behaviour, improve the Web site usage and business performance.
Burberry is one of the leading organisations of the world, which use to provide luxury
products and services to their customers. This will help them in attaining higher profits and also
help them in feeding the higher and higher middle section of society. They use to provide their
products and service to different parts of world. The main of them is to increase awareness in
society about the products and services offered by them and also to increase their sales and
profits. For this they use to start their online business, where they use to sell different products of
them to customers of different parts of nation. For their web site i.e. uk.burberry.com it has been
recommended that they can use analytical tools frame work in their operations, which will help
them in analysing the performance and usages of it. Along with this, they can use different
strategies like positioning, which will help them in increasing the usability of their web site.
Along with this, it has been recommended to Burberry that they can use web analytics tool in this
frame work, as this will help them in measuring data and also in analysing and collecting data
from different sources, which will help them in making records of information. This all will help
them in optimising and understanding the web usages of them, so that they can design some
changes in their system and working. These all changes will help Burberry in increasing the
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effectiveness of their web site, so that it’s performance get improved. Along with this, these all
recommendation will help Burberry in attaining their goals and objective of increase in sales and
also increase in customer awareness.
CONCLUSION
From the above mentioned report, it has been concluded that, digital analysis is a tool that
can help an organisation and person in collecting and measuring data by some interpretations and
analysis over provided information on different online sources like, web site and mobile
applications. Also there are ample number of strategies used by Burberry on uk.burberry.com, so
that they can attract customers towards their products and services. Along with this, it has been
concluded that, business intelligence and web analytics are very much help full for a web site
like uk.burberry.com, as this help them in analysing data and information about their products
and services, so that appropriate and effective changes can get introduced in web site.
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REEFERENCES
Books and Journals
El-Nasr, M. S., Drachen, A. and Canossa, A., 2016. Game analytics. Springer London Limited.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Larusson, J. A. and White, B. eds., 2014. Learning analytics: From research to practice (Vol.
13). Springer.
Williamson, B., 2016. Digital education governance: data visualization, predictive analytics, and
‘real-time’policy instruments. Journal of Education Policy. 31(2). pp.123-141.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Kache, F. and Seuring, S., 2017. Challenges and opportunities of digital information at the
intersection of Big Data Analytics and supply chain management. International Journal of
Operations & Production Management. 37(1). pp.10-36.
Manovich, L., 2015. The science of culture? Social computing, digital humanities and cultural
analytics.
Couldry, N., Fotopoulou, A. and Dickens, L., 2016. Real social analytics: A contribution towards
a phenomenology of a digital world. The British Journal of Sociology. 67(1). pp.118-137.
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