Digital Analytics Report: Burberry Website Analysis, 6BDIN003W

This report provides a comprehensive analysis of the Burberry website (uk.burberry.com) from a digital analytics perspective. It begins with an overview of the website's visual appearance, navigation, and transaction processes, identifying both strengths and weaknesses. The report then delves into the relationship between business intelligence and web analytics, explaining how business intelligence solutions analyze web data and how web analytics tools support business decision-making. The core of the report focuses on recommending and justifying the use of Google Analytics as the primary web analytics tool for Burberry, detailing its features such as tracking website traffic, user behavior (session duration, bounce rate), and e-commerce performance. It also acknowledges the limitations of Google Analytics, particularly regarding data accuracy due to cookie blocking. The report concludes by summarizing the key findings and reiterating the value of Google Analytics for understanding customer behavior and improving website performance, reinforcing how business intelligence and web analytics can be linked to drive strategic decisions. The report is aimed at providing insights into the website's performance, user behaviour, and decision-making for the improvement of the website.

Running head: DIGITAL ANALYTICS
DIGITAL ANALYTICS
Name of student
Name of university
Author’s note:

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Table of Contents
Introduction....................................................................................................................3
Discussion..................................................................................................................3
Analysis of uk.burberry.com Web site.......................................................................3
Business intelligence and Web analytics...................................................................4
Web analytics tools....................................................................................................5
Conclusion......................................................................................................................7
References......................................................................................................................9

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Executive summary
The aim of this report is to discuss the methods by which the uk.burberry.com business
intelligence could be linked to the web analytics data. The web analytics could be described
as the methods of the collection, reporting as well as the analysis of the data from any
website. The sole focus is on the identification of the measures on the basis of the goals of the
users and the organisation as well as utilising the data of the website for the determining of
the success or the failure of the goals and for driving the strategy as well as improve the
experience of the users. The discussion of the proper web analytics tools for the improvement
of the business of uk.burberry.com is briefly discussed in this report.

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Introduction
This report aims to discuss the various prospects of the website uk.burberry.com. An
analysis of the website of the uk.burberry.com is provided in this report. The clear discussion
and the analysis of the link among the business intelligence and the web analytics for the
uk.burberry.com is provided in this report. The appropriate tools of the web analytics for the
understanding of the behaviour, clickstream and the improvement of the web site usage and
the business performance and then support the decision making for the uk.burberry.com is
clearly discussed in this report. Lastly, this report concludes with an appropriate conclusion
for the report.
Discussion
Analysis of uk.burberry.com Web site
Regarding the visual appearance of the front page of the website of the
uk.burberry.com, the analysis provided the results that the page seems clear and significantly
appealing for the customers of the organisation (Straker and Wrigley 2016). It provides the
clear idea of the where all the products could be found and the appropriate products has been
classified as per the fashion style. The novelties of the products are added in the central
section of the website along with the sales as well as the offers with the utilisation of the
enhanced quality image and the colourful headlines. It states that the upgrading of this
specific feature of the website and the reinforcing of the feature has been done in the recent
times. One issue that has been discovered regarding the website of the organisation is the
issue associated with the scroll down button on the website (Ahrendts 2013). There was the
issue of the crashing of the website on several occasion when several people are accessing the
website at the same time. with the reference to all the aspects that is linked with the
navigation as well as the structure of the website, it might be pointed out that the major

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source of the achievement of the Burberry is totally based on features that has supported by
extensive smooth development of the website (Uggla 2015). In the simplified and the logical
manner, the contents associated with the products have been organisation in which each of
the category presents the particular items and the subcategories. Moreover, it was observed
that the button of the map of the website has been missing from the website that would
significantly help in the simplification of the navigation of users on that website. When the
task of the transaction process is considered, the website provides one of the most enhanced
and the simplified transaction process that could executed quickly and with the enhanced
security measures. It offers the customer with immense assurance of the secured details of the
payment and however the website solely emphasizes on the securing of the transaction
process details and the confidential information of the customers. The process of the shoping
from the website follows the simplified process, that includes the selection of the desired
products from the various sections of the website, the customer could then checkout the cart
from their account and then proceed with the payment for the products, and then the
customers are provided with the notification of the order status in their mobile phones.
Business intelligence and Web analytics
The solutions of the business intelligence analyse the increased amount of the data
that are emerging from the web. The solutions of the web analytics could be described as the
technology that has been equipped with interfaces that are significantly worthy of the
business intelligence (IşıK, Jones and Sidorova 2013). The business intelligence could be
referred as the techniques that are significantly computer based and are utilised in the
identification, extraction and the analysis of the business data like the sales revenue by the
products or the departments or by the connected incomes and the costs. The technologies of
the business intelligence offers the historical, predictive and the present views of the business
operations (Sauter 2014). The most common functions of the business intelligence

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technologies could be categorised as the reporting, analytics, online analytics processing and
the data mining along with the process mining. The Business intelligence intends to support
the enhanced decision making of the business (Abelló et al. 2013). Therefore, any Business
intelligence system could be described as the decision support system. The difference among
the Business intelligence and the web analytics lies in the description and the working areas
of the various experts. The business intelligence has been created by the large technological
solutions like the cube, distributed by the leading names in the software. The major difference
could be found as the complexity in the projects of the Business intelligence (Lim, Chen and
Chen 2013). The web analytics has resulted in the creation of the new kind of the key in the
hand solutions that is extensively more work oriented than the business intelligence. By
default the business intelligence could be described as the general and it is lacking in the
significant consistency and it does not comprise of any standards. Only the clients could be
able to determine the respective requirements and the methods by which the information has
to be collected, the various sources, the data quality and the rules that are to be applied
(Chang 2014). The projects of the Business intelligence are significantly large, expensive and
long that depends on the utilisation of the complex solutions (Laursen and Thorlund 2016).
This situation is not faced in the web analytics where the large amount of the data could be
collected and it is externalised and then standardised that includes the variables that could be
compared with any other using the standards that are set by the WAA, processing systems
that are particular to the respective solution along with the intuitive web interface has
provided the required simplification by such kind of the support and that could be utilised by
all the services in the company and not some selected few (Wu, Chen and Olson 2014).
Web analytics tools
The most appropriate web analytics tool that could be utilised by the company for the
understanding of the customer behaviour, clickstream, and how to improve the Website's

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success, performance and business decision making is the google analytics tool. The google
analytics tools is the web analytics package that is offered by the Google, which helps in the
tracking as well as reporting the website traffic, presently as the platform inside the brand of
the Google Marketing Platform (Tigani and Naidu 2014). This web analytics tool is the most
vastly utilised service of the web analytics on the internet platform. The Google analytics
offers the SDK, which permits the gathering of the usage data from the iOS and the Android
app that is commonly known as the Google Analytics for the Mobile Apps (Gunter and
Önder 2016). This tool could be utilised by the company for the tracking of the activity of all
the users on the website like the session duration, pages per session, the bounce rate as well
as the information of the source of traffic on the website (Filvà, Guerrero and Forment 2014).
It could be integrated with the Google AdWords using which the users could review the
online campaigns by the tracking of the quality of the landing page, as well as the conversion.
The goals may include the sales, viewing of any webpage, the lead generation or the
downloading of any particular file. The approach of the Google analytics is for showing the
high level, data of the kind of the dashboard for any casual user and the more in-depth data
and further into the set of the report (Clark, Nicholas and Jamali 2014). The analysis of the
Google analytics could help in the identification of the poorly performing pages with the
methods like the funnel visualisation where the visitors visited from, the duration of the users
on the webpage and the geographical position of the users. It also offers some advanced
features like the customer visitor segmentation. The google Analytics reporting of the e-
commerce could help in the tracking of the activity and the performance of the sales. The
reports of the e-commerce that are gained from the google analytics provides the required
insight regarding the transaction on the site, the revenue and several other metrics that are
related to the e-commerce (Siemens 2013). The google analytics has been implemented with
the page tags and in this situation these tags are referred as the tracking code of the google

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analytics that is the snippet of the Javascript code, which is added by the owner of the website
to each of the page on the website. This tracking code executes in the client browser when
any client browses that page and then it collects the data of the visitor and sends this data to
the server of the data collection of Google as the part of the request for the web beacon. Then,
this tracking code loads the larger file of the Javascript from Google web server and then it
sets the variable with the account number of the user (Verbert et al. 2013). This larger file
had been commonly 18 Kb, but this data of the file when it was the situation was unknown.
Along with these features of the Google analytics, there are some limitations that are to be
considered extensively. The largest potential impact on the data accuracy emerges from the
users deleting or even blocking the cookies of the Google Analytics. Without the setting of
the cookies, the Google Analytics could not perform the collection of the required data. a
individual web user could execute the task of the blocking or the deletion of the cookies that
leads in data loss of the visits for the users of the Google analytics. The company could
encourage the users to not disable the cookies with the help of the making the experience of
the visitors of the website more comfortable and with the implementation of the privacy
policy.
Conclusion
Therefore, it can be concluded that the Burberry could implement the Google
Analytics tools for the understanding of the behaviour of the customers on website.
Regarding the visual appearance of the front page of the website of the uk.burberry.com, the
analysis provided the results that the page seems clear and significantly appealing for the
customers of the organisation. It provides the clear idea of the where all the products could be
found and the appropriate products has been classified as per the fashion style. The solutions
of the business intelligence analyse the increased amount of the data that are emerging from
the web. The solutions of the web analytics could be described as the technology that has

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been equipped with interfaces that are significantly worthy of the business intelligence. The
business intelligence could be referred as the techniques that are significantly computer based
and are utilised in the identification, extraction and the analysis of the business data like the
sales revenue by the products or the departments or by the connected incomes and the costs.
The most appropriate web analytics tool that could be utilised by the company for the
understanding of the customer behaviour, clickstream, and how to improve the Website's
success, performance and business decision making is the google analytics tool. The google
analytics tools is the web analytics package that is offered by the Google, which helps in the
tracking as well as reporting the website traffic, presently as the platform inside the brand of
the Google Marketing Platform.

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References
Abelló, A., Darmont, J., Etcheverry, L., Golfarelli, M., Mazón, J.N., Naumann, F., Pedersen,
T., Rizzi, S.B., Trujillo, J., Vassiliadis, P. and Vossen, G., 2013. Fusion cubes: towards self-
service business intelligence. International Journal of Data Warehousing and Mining
(IJDWM), 9(2), pp.66-88.
Ahrendts, A., 2013. Burberry's CEO on turning an aging British icon into a global luxury
brand. Harvard Business Review, 91(1), pp.39-42.
Chang, V., 2014. The business intelligence as a service in the cloud. Future Generation
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Gunter, U. and Önder, I., 2016. Forecasting city arrivals with Google Analytics. Annals of
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Laursen, G.H. and Thorlund, J., 2016. Business analytics for managers: Taking business
intelligence beyond reporting. John Wiley & Sons.

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Lim, E.P., Chen, H. and Chen, G., 2013. Business intelligence and analytics: Research
directions. ACM Transactions on Management Information Systems (TMIS), 3(4), p.17.
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Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the
case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3),
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Uggla, H., 2015. Aligning Brand Portfolio Strategy with Business Strategy. IUP Journal of
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Wixom, B., Ariyachandra, T., Douglas, D.E., Goul, M., Gupta, B., Iyer, L.S., Kulkarni, U.R.,
Mooney, J.G., Phillips-Wren, G.E. and Turetken, O., 2014. The current state of business
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