Improving Digital Presence: Web Analytics for Intelligent Engg.

This report analyzes the web analytic tools utilized by Intelligent Engineering to enhance its online presence across various digital marketing channels. The research aims to evaluate the effectiveness of these tools in improving online presence and increasing the brand image of the firm. The methodology involves secondary data collection from academic books, journals, articles, and the company's website. The analysis covers concepts and theories of web analytics, the effectiveness of tools like Google Analytics and Mixpanel, and the importance of these tools in measuring online traffic and customer engagement. The report also includes recommendations for improving online presence, such as analyzing market trends, improving web page design, and using cost-effective web analytics tools. The conclusion emphasizes the role of web analytics in understanding customer demands and optimizing digital marketing strategies.

Consultancy Report Template
Client Intelligent Engineering
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
(max ½ page)1
This report is based on improving the understanding about the digital
technologies as well as online presence of the Intelligent Engineering
company. It will also highlight the importance of social medial channels in
enhancing the competitive edge and brand image of the firm by attracting
large number of customers.
Project background and Objectives
Research Aim: “To analyse the web analytic tools practised by Intelligent Engineering firm in order to
enhance its online presence in different digital marketing channels”.
Research Objectives:
 To gain insight about concept and theory of web analytics tools.
 To evaluate the effectiveness of web analytic tools in improving online presence. To know importance of web analytic tools in increasing brand image of the firm.
Research Background:
The aim behind this project is to analyse the role of web analytic tools as well as importance of social
media activities in increasing the competitive edge in the market. This research will be critical for the
company as it will show various internet marketing strategies that can improve the attraction rate of new
customers. This research will focus on analysing the online presence of selected company and will also
examine its internet marketing strategies. The term Online marketing is the hot topic among big
companies as it is effective tool in improving brand image. In relation to this, it also assist the company in
boosting the commercial activities in appropriate manner. Moreover, the digital platforms also supports
the company in fostering its market image by optimising marketing activities.
Methodology
Research methodology is termed as the sources that are adopted for collecting the information or data
which is essential to complete project in effective manner. The methodology which is taken into practise
in order to initiate this research includes the secondary information obtained from the different academic
books, journals, articles and from digital website of the company. The main reason of collecting data from
secondary sources is because it provides a large amount of raw information that can interpreted
according to the needs and demands of the company. Apart from this, the data collected from secondary
sources are considered as economical and less time consuming activity when compared to the other
methods. After collecting the required data from the secondary sources like books or articles, the project
will then examine various concepts.
Research / analysis result
Literature review
To gain insight about concept and theory of web analytics tools:
The web analytic tools supports the company in acquiring, measuring as well as reporting the data from
internet sources in order to optimise usage of websites (Loonam and et.al., 2018). The web analytic tools
also assists the firm in understanding crucial aspects of statistical data for evaluating the engagement
level of customers in their website as well as their digital marketing activities. In addition to this, the tool
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also lead the company in assessing the effectiveness of social media channels as well as other digital
marketing activities (Beynon-Davies, 2019).
To evaluate the effectiveness of web analytic tools in improving online presence:
The firm undertake use of various web analytic tools such as Google Analytics, Mixpanel, Matamo, Big
query and many more in order to promote the online marketing activities. It also support the company in
improving digital marketing activities by taking effective use of different tools of internet (Singh and Hess,
2020). Being an engineering industry, the company improves its brand reputation as it can effectively
determine the demand of customer by taking use of web analytic tools.
To know importance of web analytic tools in increasing brand image of the firm:
The usage of web analytic tools is helpful for the company as this allows it to effectively measure the
online traffic in the website as well as social media pages. This tool assists the organisation to identify
and evaluate the effectiveness of digital marketing strategies and campaigns by properly tracking the
number of customer visits in the digital channels. In addition to this, the web analytic tools also supports
the company to effectively fulfil the needs and demands of customers by gaining informations about their
needs and preferences. Moreover, the practise of web analytic tools also assists the firm in creating and
targeting the right audiences (Popkova and Gulzat, 2019).This supports the organisation in enhancing its
sales as well as achieving larger customer loyalty.
Analysis results
From the above image, it can be analysed that Intelligent Engineering company maintain its website in
creative manner which provides convenience to customers by availing their service via internet and
online sites (Pihir, Tomičić-Pupek and Furjan, 2018). It is seen that Intelligence Engineering company
provides various services related to the marine, automotive as well as aerospace engineering. This
provides an advantage for customer to easily select the service they want to acquire for meeting needs.
Through web analytic tools, the firm analyses customer interactions by considering the traffic generated
in their website. The firm online presence through website implies that the company regularly engages
with the customers by showing critical information about their various engineering services.
From the above image, it can be interpreted that Intelligent Engineering firm is able to interact with large
number of customers by effectively using Linked-in platform. In addition to this, the firm also effectively
attracts the most talented employee by posting job vacancy through Linked In platform. Moreover, the
company also draw successful attention of clients by posting its number of services in the well described
manner. By using the features of LinkedIn, it is possible for the company to track and measure the
engagement level of audiences with its range of engineering services.
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From the above image, it can be interpreted that that usage of web analytic tools support the company in
gaining insight about its current market position which further assists in the development of suitable
strategies. In addition to this, it also helps the Intelligent Engineering company in collecting crucial
information about purchasing pattern of customer. This supports the company to present their services in
a way that leads to higher customer satisfaction and high sales (Sebastian, Weill and Woerner, 2020).
Recommended actions
For improving the online presence as well as make more effective use of web analytic tool, the firm
should consider the below mentioned recommendations:
 For increasing the presence on digital platforms and gain more audiences, the Intelligent
Engineering company should analyse the current market trends that are gaining highly popularity
in the market. In relation to this, the firm should also undertake use of hashtags while posting
content as this will help the firm in promoting its brand name to larger customers.
 It is recommended that the firm should make certain improvements in the design as well as layout
of its web page. The company must also post more attractive contents on their web pages and
should also provide customers with various options so that they can avail services without
searching so much.
 It is also recommended that the firm should use cost effective web analytics tools such as
Optimizely, FoxMetrics etc. This will help the company in receiving critical information about
customer demands and wants. On the basis of this, the firm can make effective measures to
positively change the experience level of customers.
Reference
Beynon-Davies, P., 2019. Business information systems. Red Globe Press.
Loonam and et.al., 2018. Towards digital transformation: Lessons learned from traditional
organizations. Strategic Change, 27(2), pp.101-109.
Pihir, I., Tomičić-Pupek, K. and Furjan, M.T., 2018. Digital transformation insights and trends.
In Central European Conference on Information and Intelligent Systems (pp. 141-149).
Faculty of Organization and Informatics Varazdin.
Popkova, E.G. and Gulzat, K., 2019, May. Technological revolution in the 21 st century: digital society
vs. artificial intelligence. In Institute of Scientific Communications Conference (pp. 339-345).
Springer, Cham.
Sebastian, I.M., Weill, P. and Woerner, S.L., 2020. Driving growth in digital ecosystems. MIT Sloan
Management Review, 62(1), pp.58-62.
Singh, A. and Hess, T., 2020. How chief digital officers promote the digital transformation of their
companies. In Strategic Information Management (pp. 202-220). Routledge.
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Record of Activity
In this section, you have to provide
a breakdown of all the activities
undertaken by you. Indicate what
was done at various points in time.
Think about different sections of the
report, breakdown different task
within each of the sections.
Complete the table below, include
more rows and columns as
necessary
Date Hours
spent
Summary of work/ Activity undertaken
20/04/22 2 hour Project objectives and background
20/04/22 5 hours Project methodology
21/04/22 3 hours Analysing results
22/04/22 1 hours Recommendations
Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.
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