Consultancy Report: Web Analytics Strategies for KTA Group Worley

This report analyzes the web analytics strategies of KTA Group Worley, aiming to understand how the company uses various tools to enhance its online presence and brand image. The research explores the significance of web analytics in improving digital operations, consumer engagement, and marketing activities. The methodology involves secondary data collection from articles and books to evaluate web analytics tools, their role in promoting brand image, and the organization's digital presence. The analysis reveals the importance of web analytics tools in interpreting web traffic and devising effective strategies for social media platforms. Recommendations include using tools like Foxmetrics and Optimized to personalize consumer experiences, improving social media engagement, and enhancing website layouts to attract more customers. The report also includes a record of activities detailing the time spent on different tasks.

Consultancy Report Template
Client KTA Group Worley
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
(max ½ page)1
This report is basically related with the development of having a better
understanding about the various strategies in relation to the chosen
organisation. It further comprises of the significance of social media and
various digital platforms for the purpose to improve the brand image of the
organisation.
Project background and Objectives
Research aim: “To analyse the web analytics tools used by companies in enhancing their online
presence”. A study on KTA Group Worley.
Research objectives:
 To evaluate the concepts related to web analytics tools
 To examine web analytics tools used by the organization in enhancing their digital presence.
 To evaluate role of web analytics tools in promoting brand image of the organization
Research background
The main purpose of this report is to evaluate and assess the importance of the web analytic tools and
adoption of various marketing practices in order to gain a competitive advantage. Internet marketing is
broadly emerging as a strategic concept which helps an organisation to develop brand image and online
platforms helps in promoting and executing commercial activities in constructive manner. There are
various online tools which helps the company in enhancing its presence and assist it in performing a range
of business operations. The report basically pay emphasis on understanding the further insights in relation
to the various marketing strategies for the organisation. In context to organisations, internet marketing and
its importance is increasing day by day that helps the organisation in carrying out various promotional
activities in a effective and efficient manner and also comprises of the range of various tools in order to
develop the presence and also assisting a range of operations (Hacioglu, U. ed., 2019).
Methodology
Research methodology basically comprises of various approaches in relation to the data collection for the
purpose to involve the secondary data which is basically collected from the various articles, range of
books and various articles. The main reason behind selecting the secondary method of data collections as
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it assists in obtaining a massive amount of information which helps in drawing better conclusion and
analysis. In addition to this, the method of collecting information from secondary data is more economical
and less time consuming as it is easily accessible. Through gathering data form a range of literary sources
such as books and online articles, the project covers evaluation and analysis of various concepts. The
major objective behind collection of the secondary data is to obtain a large amount of data that helps in
better analysis and conclusion. As compared to secondary data it is highly less time consuming and more
economical and is easily accessible(Băeşu, C. and Bejinaru, R., 2020).
Research / analysis results
Literature review
To evaluate the concept of web analytics tools
In context to web analytics tool, it basically relates to the reporting, measurement and acquiring of the
web data in order to optimize the web usage. In addition to that web analytical tools helps increasing
consumer engagement and also carrying out various activities that further helps in understanding the
social media effectiveness for the purpose to carry out effective activities. These tools helps the company
in analysing their social media effectiveness as well as support its marketing activities (Weill, P. and
Woerner, S., 2018).
To examine web analytics tools used by the organization in enhancing their digital presence.
In context to organisation, people use effective use of the competitive intelligence tools, google marketing
platforms and search engine optimisations, big query and Search Ads 360 for the purpose to improve the
performance with the help of utilization.
To evaluate role of web analytics tools in promoting brand image of the organization
In context to organisations, the web analytics supports in improving the various digital operations for the
purpose to help the organisation in gaining various insights in relation to the interaction among the
individuals. In context to organisation these uses various tools for the purpose to establish interaction and
improving the various marketing strategies in order to understand the customers in a better way and also
supporting the companies for the purpose to enhance the online presence and offering various insights for
the purpose to use the features and tactics that helps in improving the managers in using the features and
tactics that helps in improving the interaction among the audience on the social media sites.
Analysis results
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As per the analysis, it can be interpreted that the company focuses on maintaining an effective presence on
various social media platforms and its websites through offering multiple services to the customers
through online and offline sites.
The organisation also provide ease to the consumers for the purpose to choose various options. With the
help of web analytics tools, it helps in understanding the insights on the web traffic and assisting the
devising strategies. In relation to the social media platforms of the organisation, it helps in interpretation
of the web analytical tools for the purpose to determine the current operations of the company and also
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helps in analysing the opportunities and strengths with the help of gaining ideas on the basis of effective
areas where the consumers depicts high interests(Tesch, J.F. and Brillinger, A.S., 2019).
Recommended actions
For the purpose to improve the online presence of the organisation, it is important to use the web analytics
tools for the purpose to carry out operations mentioned below:
 In context to organisation, it is very important to make recommendations for the purpose to make
efficient use of the various web analytics in relation to the various tools such as Foxmetrics and
Optimized and various other tools that help in personalising the consumer's experiences. In
addition to that, it is also recommended to the organisation to implement new changes based on the
various insights and creating a unique segment for the visitors according to the behaviour.
 In context to organisation, it is also suggested to improve the social media presence of the
organisation in relation to increasing the engagement of the audience and also in terms of
followers. It is important for the organisation to analyse the various trends that helps in gaining
much more attention and popularity on various social media apps and Instagram. It is also
important to use right kind of hashtags and carrying out various activities for the purpose to
promote the brand on various social media platforms (Wißotzki, M., Sandkuhl, K. and Wichmann,
J., 2021).
 In context to organisation, it is also recommended to make improvements in the layouts and web
design for the purpose to attract more and more customers through offering content and creative
data and adding effective and attractive images on the websites.
Reference
Hacioglu, U. ed., 2019. Digital Business Strategies in Blockchain Ecosystems: Transformational Design
and Future of Global Business. Springer Nature.
Băeşu, C. and Bejinaru, R., 2020, July. Knowledge management strategies for leadership in the digital
business environment. In Proceedings of the International Conference on Business Excellence (Vol. 14,
No. 1, pp. 646-656).
Weill, P. and Woerner, S., 2018. What's your digital business model?: six questions to help you build the
next-generation enterprise. Harvard Business Press.
Tesch, J.F. and Brillinger, A.S., 2019. The evaluation aspect of digital business model
innovation. Business Model Innovation in the Era of the Internet of Things, pp.67-86.
Wißotzki, M., Sandkuhl, K. and Wichmann, J., 2021. Digital innovation and transformation: approach and
experiences. In Architecting the Digital Transformation (pp. 9-36). Springer, Cham.
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Online
<https://www.autoweb.co.uk/dealer/vehicles/car/worleys>
<https://www.worleys.co.uk/contact>
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
21/04/22 1 Hour Project objectives and background
22/04/22 6 Hours Project Methodology
23 April 4 Hours Analysing Results
24/04/22 2 Hours Recommendations
Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.
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