Publicação
The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.author | Baptista, Gabriel de Miranda Amaral | |
| dc.date.accessioned | 2020-07-13T17:13:47Z | |
| dc.date.available | 2020-07-13T17:13:47Z | |
| dc.date.issued | 2020-07-07 | |
| dc.description | Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 202500543 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/100767 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | e-Commerce | pt_PT |
| dc.subject | Web Analytics | pt_PT |
| dc.subject | Data Driven Marketing | pt_PT |
| dc.title | The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão de Informação, especialização em Inteligência de Marketing | pt_PT |
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