Home // DATA ANALYTICS 2017, The Sixth International Conference on Data Analytics // View article
Authors:
Dimitris Kardaras
Bill Karakostas
Stavroula Barbounaki
Anastasios Papadopoulos
Stavros Kaperonis
Keywords: Google analytics, DEMATEL, Digital Marketing Analytics, Multi-Criteria Analysis
Abstract:
Web analytics tools provide a wide range of information regarding the performance of a company. This information is valuable for assessing the strategic performance of a company. However, Web analytics tools at their current state of development fall short in providing all the necessary information and data analysis functionality that is required to assess the strategic performance and the digital marketing priorities of businesses. This paper utilizes DEMATEL (i.e. Decision Making Trial and Evaluation Laboratory) method in order to investigate how the Balanced Scorecard Model can be associated with data collected from the Google analytics. The data in this study are collected from the management and the Website of a company that provides tourism services in Greece. This research also examines the potential of using Web analytics in strategic decision analysis.
Pages: 41 to 46
Copyright: Copyright (c) IARIA, 2017
Publication date: November 12, 2017
Published in: conference
ISSN: 2308-4464
ISBN: 978-1-61208-603-3
Location: Barcelona, Spain
Dates: from November 12, 2017 to November 16, 2017