Business Intelligence and Digital Analytics Report on Burberry.com

This report provides an in-depth analysis of Burberry.com's application of business intelligence (BI) and digital analytics. It explores how the company can leverage web analytics tools to extract meaningful insights from customer data, improve website performance, and enhance the overall customer experience. The report examines the importance of BI in understanding customer behavior, managing supply chains, and detecting potential fraud. It also discusses the benefits of web analytics in identifying key performance indicators (KPIs), optimizing website usage, and driving business performance. The analysis includes a detailed overview of web analytics tools, their functionalities, and how they can be used to track visitor behavior, improve website design, and boost conversion rates. Furthermore, the report emphasizes the significance of integrating BI and web analytics to make informed decisions, optimize marketing strategies, and ultimately increase profitability. This report serves as a comprehensive guide for businesses looking to utilize data-driven approaches to enhance their online presence and achieve their business objectives.

Running head: BUSINESS INTELLIGENCE AND DIGITAL ANALYTICS
Business intelligence and Digital Analytics
Name of the Student
Name of the University
Authors note

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Executive Summary
With the exponential growth of internet and communication through the mobile devices, it
becomes important for the business organization like Burberry to use the web and business
intelligence to get insights from the accumulated data about the business process and
customers. Using the different business analysis tools, techniques the organizations can
extract meaningful information from larger datasets that are generated at a huge rate from
multiple sources such as social networking platforms, ads on the different others sites as well
as behaviour of the customer on the e-commerce site. Different sections of this report,
contributes to the proposed paradigms for the organization to use web and business analytics,
advantages and integration of enterprise data.

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Table of Contents
Introduction....................................................................................................................4
Analysis of the site uk.burberry.com.............................................................................4
Business Intelligence and Web analytics for uk.burberry.com......................................5
Web analytics tools in uk.burberry.com........................................................................7
Conclusion....................................................................................................................10
References....................................................................................................................11

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Introduction
In the expanding growth of the internet and other related technologies the E-
Commerce business has been transformed the business environment. Now, the customers
have access to the wider range of products that are offered by the E-Commerce websites
(Kingdom, 2019). In this changed business scenario, to remain competitive as well as
enhance their market share as well as penetrate the niche market. The organizations
formulate their product marketing strategy according to the available real time data about the
customers.
In this paradigm shift of the business of online business data is considered as one of
the biggest assets to organization. These huge amount of data accumulated is very helpful
to the organization to understand customer requirements, behaviour prediction, tailored offers
for the individuals depending on the different metrics available dataset.
Analysis of the site uk.burberry.com
Burberry.com is coming up with a plan which is needed for proper energising of
given and product and overall experience. This particular website emphasizes on providing
products that are sustainable and have long value (Bredzel-Skowera and Turek 2015). The
given strategy is needed for providing products which is needed for overall growth of the
organization along generating huge amount of money. This particular website focus on
providing products, inspiration, distribution and proper communication between stakeholders
and customer.
The visitor of this Burberry.com aims to focus huge number of problem with respect
to creating the most suitable design interface for its user. The given design merely
emphasizing on improving the overall time of visitor which is needed for making online

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purchase (Ahmed, Amroush and Maati 2019). The complete website of Burberry focus
providing much strong experience at the instance of shopping for item. Many website users
of Burberry.com have claimed the fact that the website is completely perfect it comes up with
some technical errors. The website developers of Burberry.com need to focus on overall
improvement with accordance to the allocated budget of the given project.
In this Burberry website, solution of business intelligence (BI) can be used for
generating huge quantity of data that is generated from website (Krishna. and Singh 2018).
Solution of web analytics can be used for proper equipment of the given interface where
business intelligence can play a key role(Saura, Palos-Sánchez and Cerdá Suárez, 2017). At
present, Burberry.com can make use of tool which is needed for overall improvement of firm
like
 Managing supply chain within the organization
 Detection of fraud from merchant end.
 Making a list of recommendation for new development of the website.
 Online marketing products which is needed for online marketing of given products.
Business Intelligence and Web analytics for uk.burberry.com
The BI or the Business intelligence can be defined as combination of the computer-
based techniques that can be used in order to identification, extraction as well as analysis of
business data collected from different sources (Wu and Lin 2018). The data includes sales
revenue for different products/departments, business rotational cost and so on.
BI is capable of providing current, historical as well as predictive views about
different business operations. There are some common functions that are available for
different business intelligence tools which can be listed as reporting, data mining, online
analytical processing, analytics and so on (Laudon and Traver 2018). Business intelligence

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area mainly used to support enhanced and effective decision-making. Therefore, it can be
said that, the BI systems are DSS (Decision support system).
On the other hand, Web analytics is very helpful in the analysis of data that is
collected from the interactions of the users on the web site in order to understand user
behaviour across web pages of the e-commerce pages (Chaffey 2015). Wit exponential
growth of the internet the rate of data generation is accelerating day by day which makes it
cumbersome task to capture as well as analyse the data. Furthermore, with the addition of the
unstructured social media data with this traditional data compounds this challenge. The
reason behind this can be stated as all the data needs to be integrated with enterprise data
(Ahmed et al. 2017). Through the use of the web analytics, it is possible platforms measure
user activity as well as behaviour on the site such as number of visitors on a given day,
amount of time they spend on a page, number of pages they visit on the site, data about the
pages they visit and finally whether they finally reach the checkout page of the e-commerce
site.

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Fig 1: Official Page of Burberry.com
(Source: Kingdom, 2019)
Businesses mainly uses the web analytics in order to find out the key performance
indicators that are important to drive their business like the purchase conversion rate from
mere a visitor on the site.
By comparing their usage, it can be stated that web analytics is helpful in improving
the performance of the website whereas the business analytics helps in enhancing the
performance of complete business (Saleem et al. 2019). Therefore, it can be stated that,
effectiveness of the business analytics can be considered as limitless as long as the
organization has defined metrics for the utilization.
Through the use of the BI capabilities as well as website analytics the organization
can dive into the huge amount of data that are related to customers, customer conversion
rate, employees, different business processes and on you.
In this website, data is gathered various sources that is required understanding the
overall advantages in present scenario. Business Intelligence can provide huge number of
advantages like
 Proper analysis of overall profit due to sales for this website.
 Analysing the present store operation
 Proper analysis of present customer of Burberry.
 Proper management of merchandise
 Inventory management
 Making a proper analysis of the current market of Burberry.com.

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Web analytics tools in uk.burberry.com
Web analytics can be considered to be a useful tool which is needed for understanding
the present interest in the market, target market (Saura, Palos-Sánchez and Cerdá Suárez,
2017). It is all about analysing the present trend in market and overall behaviour of visitor on
burberry.com. It can be stated as a powerful tool which is needed for understanding the
overall preference and behaviour of visitors.
Visitor’s Behavior: It is important for Burberry.com to have an understanding with
respect to visitor and analyzing the overall need of various customers. It is mainly needed for
understanding the optimization rate of conversion (Bredzel-Skowera and Turek 2015). The
overall finding of analytics service is all about analyzing the present demand of market which
varies within the given location. As soon as the need of visitor is examined in the given
website, marketers can easily provide the need as per the need. By the making use of web
analytics, Burberry.com can easily make as per the location which the marketers are looking
for. Web analytics can be used for keeping a track of visitors and overall performance of
business of this organization (Ahmed, Amroush and Maati 2019). It is completely related to
have an understanding with respect to interest of the visitor and data for demographics. The
complete demographic tools are mainly inclusive of gender and overall interest of visitor
which visit the website of Burberry.com. Web analytics can be used for analyzing the overall
time which is spend on the website. This particular tool is needed for identifying the target
market. A bounce is all about analyzing the visit of visitor on the web page of this website
and leaving on the same instance without taking any action (Krishna. and Singh 2018). The
overall bounce rate is complete divided by total number of visits on the website of
Burberry.com. If the bounce rate of the Burberry.com is high, then visitor cannot find
anything on the website. For overall improvement of bounce rate, Burberry.com needs to
keep a proper track of bounce rate of Burberry.com.

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Improving Website Usage: Web analytics can be used for analyzing the number of
visitor of Burberry.com that is from their place of origin. It can be stated as a keyword which
is being used by visitor for looking required product and services (Wu and Lin 2018). By
making use of web analytics, the number of visitor arriving at this Burberry.com by making
use of different search engine. In addition, there are some methods like email and social
media can be used for displaying advertisement (Laudon and Traver 2018). Apart from this, it
merely highlights the overall number of conversion rates. The given information also
highlights the number of things which is needed for Burberry.com and also help in
understanding this business of Burberry.com. It also helps in looking for channel that helps in
deciding the channel on which they should focus on and invest on (Chaffey 2015). Visitor is
can be stated as the number of people that visits Burberry.com and complete number of
visitor that goes into a particular website. Visitor tends to highlight the overall traffic on the
website and the particular pages that are given preference. Web analytics can be also used for
the time spend which is return to a website and the preference which can be given by the
visitor (Ahmed et al. 2017). It is mainly needed for analyzing the country point and language.
Website is mainly needed for understanding the report of time which is spend by visitor on
any given web page (Saleem et al. 2019). It is mainly needed for analyzing how effective the
website of Burberry.com can be. The reports can be used for overall improvement of given
pages and decrease in overall bounce rate (Saura, Palos-Sánchez and Cerdá Suárez, 2017). It
merely tends to highlight the overall high engagement time which highlights the visitor
product and services.
Business Performance: Web analytics can be considered to be as a practice which is
needed for collection of required data which is needed for improving overall strategy and
design (Bredzel-Skowera and Turek 2015). Web analytics is merely used for understanding
the overall application which is needed for tracking and monitoring needed for overall growth

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of Burberry.com. Web analytics focus on providing much better and clear result which is
needed for overall growth of Burberry.com By making use of web analytics like a tool,
Burberry.com can help in understanding the overall preference and completing much of
portion of the work (Ahmed, Amroush and Maati 2019). Every business around the globe
inclusive of Burberry.com tends to generate enormous amount of data and record it as a
portion of operation need. The given data is completely related to the website that comes up
from various sources like number of users visiting the website of Burberry.com. Web
analytics can be used in business for various aspects like improvement of overall ROI by
analyzing the behavior of the website (Krishna. and Singh 2018). Web analytics can be used
for understanding the overall customer demographics. This particular tool is needed for
keeping a track of other metrics like click-through rate, overall number of conversion and
kind of referrals that is bounce rate.
Conclusion
The point can be noted from the above pages that the report emphasizes that is all
about making a review and understanding the overall course of action for this website that is
Burberry.com. The review has been done from the perspective of web analytics consultant.
The complete review of the given website comprises of complete overview of the website It
merely highlights the kind of web analytics tool and framework that can be used. A proper
understanding has been done with respect to how they can understand the present behaviour
of the visitor of the website. In addition, other aspects like clickstream and overall
improvement of website success, business decision making has been discussed in brief. In the
introduction section of the report, a clear idea has been provided with respect to aims, goals,
objectives and lastly purpose of the website of Burberry.com is discussed in brief. In the next
section of the report, a critical analysis has been done with respect to business goals, strategy,

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design of website and usability. A proper link has been established which is needed for web
analytics and business intelligence.

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References
Ahmed, B.S., Amroush, F. and Maati, M.B., 2019. The Intelligence of E-CRM Applications
and Approaches on Online Shopping Industry. In Advanced Methodologies and Technologies
in Digital Marketing and Entrepreneurship (pp. 70-82). IGI Global.
Ahmed, H., Jilani, T.A., Haider, W., Abbasi, M.A., Nand, S. and Kamran, S., 2017.
Establishing standard rules for choosing best KPIs for an e-commerce business based on
google analytics and machine learning technique. International Journal of Advanced
Computer Science and Applications, 8 (5), pp.562-567.
Bredzel-Skowera, K. and Turek, T., 2015. The prospects of E-commerce in Poland. Procedia
Computer Science, 65, pp.1114-1123.
Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson
Education Limited.
Kingdom, B. (2019). Burberry® Official Site. [online] Burberry United Kingdom. Available
at: https://uk.burberry.com/ [Accessed 7 May 2019].
Krishna, N. and Singh, J., 2018. Factors Affecting B2B E-Commerce Adoption Decision: An
Analysis of Indian Textile Industry. Academy of Marketing Studies Journal, 22(2), pp.1-9.
Laudon, K.C. and Traver, C.G., 2018. E-commerce 2017.
Saleem, H., Uddin, M.K.S., Habib-ur-Rehman, S., Saleem, S. and Aslam, A.M., 2019.
Strategic Data Driven Approach to Improve Conversion Rates and Sales Performance of E-
Commerce Websites. International Journal of Scientific & Engineering Research (IJSER).
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.