Web Analytics for Digital Marketing Performance in UK Fashion

This report investigates the use of web analytics for measuring digital marketing performance in the UK fashion industry. The research methodology employs a positivism philosophy and descriptive research design, utilizing a deductive approach and case study strategy. Data collection involves both primary data gathered through questionnaires and secondary data obtained from various sources. The study uses quantitative research methods, with frequency distribution analysis for data interpretation. Findings reveal insights into the role of digital marketing in the UK fashion retail sector, including its impact on customer engagement, online presence, and the ability to target ideal buyers. The report concludes with recommendations for fashion businesses and identifies limitations and future research directions. Desklib provides a platform to access this and more solved assignments.

Research project
(The use of web analytics for digital
marketing performance measurement
in the fashion industry in UK)
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Table of Contents
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................3
CHAPTER 4 FINDINGS................................................................................................................6
Data Interpretation.......................................................................................................................6
Discussion..................................................................................................................................35
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................36
Conclusion.................................................................................................................................36
Recommendation.......................................................................................................................37
Limitation..................................................................................................................................38
Future scope of research............................................................................................................39
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................41
Questionnaire.............................................................................................................................41
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CHAPTER 3 RESEARCH METHODOLOGY
Research methodology is a scientific process to determine the form of data used in the
investigation. It is the procedure that identify, analyse and interpret the data for the research
study. This chapter is vital as it chose the philosophy, approach and method through which data
for the study is to be accumulated (Silverman, 2020). Readers of the investigation also show
interest in this part as through this section validity and reliability of the overall investigation.
Research methodology is further divided into various components which are discussed below;
Research philosophy: Research philosophy is that layer in the methodology which deal
with the nature of phenomenon used to gather and analyse information for the investigation. This
section tries to extract those data through which they can understand the social world. There are
three types of research philosophies which are positivism, interpretivism and realism (Camic,
2021). As per the current research, investigator has opted for positivism philosophy. This is
because using this subject data is gathered and evaluated, this also helps in determining the social
world in deeper manner.
Research design: It is the framework of method and tools selected by the investigator to
carry out the investigation. Using research design investigation is conducted in successful
manner. There are three research design that are descriptive design, explanatory design and
experimental research design. According to the current research, investigator has selected
descriptive research design. The main motive behind choosing this is quantitative data for the
study is collected in ease manner. It also helps in conducting the investigation in detailed way so
that aims and objective is attained effectively (Rahmawati and et. al, 2022). Descriptive research
design also helps in expanding and explain the quantitative information in a significant way.
Investigation is carried in elaborate manner covering all the aspects of the chosen topic and
explaining all the missing information in efficient way.
Research approach: Research approach is the set of general plan used to gather data so that
research problem can be addressed easily. There are two types of research approaches which are
deductive and inductive approach. These approaches help in testing the hypothesis or farming
new theories so that aim can be attained. As per the present investigation, investigator has chosen
deductive approach (Chandra and Shang, 2019). The main motive behind this new theme is
being framed with the collected data. It also addresses the research problem in deeper way as
kind of data which is collected in this is quantitative information.
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Research strategy: Research strategy is detailed plan which is formulated to provide path
about the investigator thoughts and opinion. It is important to select right strategy for gathering
data as quality result can be formulated. Survey, experiment research, case study, action
research, focused group and many more are some kinds of research strategies (Cristancho and et.
al, 2018). In the present research study, investigator has selected case study method. the major
advantage to use this is secondary data about the specific topic can be accumulated easily. It will
gather vast second hand information which also helps in carrying out the research in expanded
manner. On the other hand, researcher will also be using survey for collecting numerical
information and this information will assist in giving new insights about the gathered
information through case study.
Research choice: There are three research methods which are quantitative research,
qualitative research method and mixed method. It is vital for the investigator to select the right
research method because it helps in executing the investigation in right way. As per the present
investigation, quantitative research method is opted by the investigator (Goldsmith, 2021). This
is because it gathers and analyse numerical data. Information in this is either in written numerical
format or manner. This method also assists in gaining deeper data and then finding quality
outcome for the investigation. Quantitative data also helps in observing deeper data so that
detailed numerical outcome can be acquired.
Time horizon: This is that layer in the research methodology which determine the point of
time at which data for the investigation need to collect. There are two-time frameworks that are
cross sectional and longitudinal. In the present investigation investigator has opted for cross
sectional time horizon. This helps in gathering data in less time so that investigation can be done
in short time period (Roberts, Dowell and Nie, 2019).
Data collection: Data collection is the process of collecting, analysing and evaluating
information for the study. There are two data collection source which are primary and secondary
source. Primary source gathers first hand data and secondary source gathers second hand
information. In the present investigation, researcher has chosen primary and secondary source to
gather data. This is because using this data is collected in economic way (Mey, 2022). As lesser
time and cost is spent to collect the raw data for the study. Using this vast data can be
accumulated as there are various source through which secondary data can be gathered. Some of
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the secondary source are books, articles, website, journal, government sites and many more. On
the other hand, investigator will also gather primary data through questionnaire.
Data collection tool: It is very vital to choose right data collection instrument to gather
information. Because using tool exact and accurate data can be collected for the study. Some of
the data collection tool are questionnaire, interview, observation, systematic literature reviews
etc. according to current research, systematic literature review is the research instrument to
gather secondary data. Using this large data of different investigator can be accumulated easily.
Researcher will also use questionnaire as an instrument and this will assist in taking out
numerical piece of information systematically.
Data analysis: Data analysis is the method to inspect, clean and analyse data for the
subject. This is the method in which raw data about the study is evaluate so that useful
information can be acquired. Frequency distribution method, thematic analysis, content analysis,
data mining and many more are some types of data analysis tool. In the existing investigation,
researcher has selected frequency distribution analysis (Pope and Mays, 2020). This is because
using this, quantitative data can be evaluated easily. Data is also represented in the form of tables
and graphs.
Sampling: It is the procedure of selecting respondents for the study. Investigator will be
using probability sampling to choose right number and type of respondents. 50 respondents will
be selected as respondents to gather information.
Ethical consideration: Ethical consideration are the set of principles and values which
helps in collecting information in ethical manner. It is very important to follow ethics as it helps
in reducing the vicious action of the researcher. Some of the ethics which are obeyed in the
current investigation are credibility, confidentiality, openness, data protection, reliability and
validity (Hayashi Jr, Abib and Hoppen, 2019).
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CHAPTER 4 FINDINGS
This is that part in the research which inspect the raw information so that useful data can be
accumulated. In the present research the data is being analysed using frequency distribution
method so that accurate finding can be get. In this part the useful information is presented using
tabular and graphical presentation.
Data Interpretation
Q1) Do you have enough knowledge regarding the concept of digital
marketing in context of UK fashion industry?
Frequency
a) Yes 20
b) No 10
Interpretation:
With the assemble piece of information it is analysed that out of 30 respondents 20 has
voted yes that they have enough knowledge about digital marketing. They are of the view that
digital marketing is the process where company promote their product and service using various
technology and network. Rest of the 10 participants is of the view that they do not have enough
understanding about digital marketing.
Q2) As per your opinion, do you think that digital marketing is one of the
vital techniques in the UK fashion industry to grow and expand its online
presence?
Frequency
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a) Yes 22
b) No 5
c) Can’t say 3
Interpretation:
As per the above collected data it is analysed that majority of the respondent says yes that
digital marketing is one of the effective marketing tool which helps the business to grow as well
as to increase their online presence in the market. 5 says that it is not important for the company
to adopt digital marketing strategy to expand and grow. Remaining 3 is of the view that they
can’t say whether it increase online presence or not.
Q3) As per your knowledge, which among the below-listed companies is the
best top online fashion brand in the UK in context of the customer base?
Frequency
a) John Lewis 9
b) Sainsbury 8
c) Zara 2
d) Next 7
e) Boohoo 3
f) Shein 1
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Interpretation:
With the assemble piece of information it is discussed that out of the above listed brands
majority of people voted for John Lewis. According to them brand has largely used digital
marketing strategy to increase their online presence as well as gain more online customer for
their company. out of 30 applicants 9 of them voted for John Lewis.
Q4) According to you that, which organisation applies the best digital
marketing strategy to expand their business in the UK as well as to analyse
their market?
Frequency
a) Very 2
b) Marks and Spencer 9
c) Amazon 7
d) Sainsbury 4
e) John Lewis 8
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Interpretation:
With the gathered data using questionnaire it is analysed that from total respondent 9 has
answered that Marks and Spencer is one of that brand which uses best digital marketing strategy
within their marketing process. This has widely helped them to expand their business in UK as
well as in another country. It also helped them to analyse the market situation and then promote
their product accordingly.
Q5) What is the role of digital marketing strategy in the retail fashion
industry of the UK?
Frequency
a) To provide 24/7 service 1
b) To change fashion trends 5
c) To enhance global presence 2
d) To enhance customer engagement 7
e) To increase internet penetration 4
f) To generate online leads 5
g) To attract more buyers 6
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Interpretation:
From the above tabular and graphical presentation, it is analysed that 7 respondents are of
the view that the major role of digital marketing is to increase customer engagement with the
brand. With the help of digital promotion, they can easily convey their message as well as
communicate with the buyers. Buyer can also interact with the company, provide them the
feedbacks and review for the product they use and many more.
Q6) As per your perspective, what is the benefit availed by UK fashion
industry while using digital marketing?
Frequency
a) Ability to focus and target ideal buyers 12
b) Tap customers on social media marketing 3
c) Promotes the speed and convenience of clothing trades 10
d) Increase engagement level of customers 5
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Interpretation:
With the assemble piece of data it is inspected that UK fashion industry gained on of the
biggest advantage when they adopt the strategy of digital marketing that is it helps in focusing
and targeting the ideal buyers for their brands. With the assistance of digital marketing they can
created their market image ion various social media platform and can aware customer about their
brands.
Q7) Do you think that the adoption of digital technology changed the
fashion industry?
Frequency
a) Yes 15
b) No 10
c) Can't Say 5
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Interpretation: From the above table it is interpreted that it is analysed that out of 30
participant’s majority number of applicants that are 15 voted yes that after the use of digital
marketing the way of promoting the product within the fashion industry changes a lot. It helps
them widely to create good brand image on customer mind as well as gain competitive
advantage.
Q8) According to your opinion, how digitalisation has make the fashion
industry more sustainable?
Frequency
a) Removes opacity and middlemen 4
b) Improves speed 12
c) Lower inventory days 6
d) Creating more transparent supply chain 9
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