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The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
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| 1.7 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The growth in the digitalization of business processes within commerce has increased over
the past years and so has the need for a deeper tracking and analysis of one of the main
outcomes of such phenomenon, the ever-increasing amount of data. Many factors that
influence the customer’s choice can and should be measured thoroughly to optimize an ecommerce
operation. However, the process to implement such a digital approach implies
complex procedures. The combination of IT knowledge with a practical, performanceoriented
marketing approach has become a key foundation to ensure the success of an ecommerce
operation. Thus, maintaining and optimizing such processes through a definition
and parametrization of metrics has led several brands and companies to a path of success.
This Internship Report analyses the digital operation of Kiehls’ Portugal e-commerce
website, kiehls.pt. Based on an analytical, data-driven approach, it provides an overall
perspective of the operation and evaluates its performance. In addition, as a supplementary
analysis, statistical procedures are used to assess whether the previous adoption of the
online sales channel kiehls.pt has a positive effect on the purchase volume of shoppers. The
study aims to add to the existing knowledge on the e-commerce and e-retail practice by
depicting an actual case of a relevant brand in the Portuguese luxury cosmetics marketplace.
It also aims to contribute to kiehls.pt management by indicating best practices and
opportunities for improvement within the operation. By illustrating how the company
attempts to optimize the usage of data to gain business insights, the study also derives
practical implications that may be useful for those interested in leveraging digital retail
operations of related segments.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
e-Commerce Web Analytics Data Driven Marketing