Benefits, challenges and future developments in digital analytics in German-speaking countries: An empirical analysis
Abstract
This paper presents the results of a survey, conducted in 2020, to gauge the current standing of digital analytics in Germany, Switzerland and Austria. The findings highlight the increasing maturity level, benefits, challenges and future developments in the field. The research confirms that digital analytics supports the analysis and optimisation of digital marketing campaigns, user experience, search engine marketing and data-driven decisions. For many of the companies analysed, the most important challenges were reported to be data quality, lack of skills and data culture; however, maturity level, capabilities, agility and professionalism in digital analytics are steadily increasing, and artificial intelligence is enjoying many new and different applications within the fields of sales and marketing. These findings suggest that companies in German-speaking countries should focus on improving data quality and data culture.
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Author's Biography
Darius Zumstein is a Lecturer and Senior Researcher at the Marketing Management Institute (IMM) at the Zurich University of Applied Sciences (ZHAW), where he is responsible for both the Digital Commerce and the Digital Sales & Marketing in B2B Certificate of Advanced Studies courses, in addition to master’s modules in such areas as e-commerce and mobile marketing and online advertising. He is an expert in digital analytics, digital marketing and digital commerce.
Claudia Brauer is a Professor at Management Center Innsbruck, where she established the master’s study programme for digital marketing and analytics. Her main professional interest lies in measuring the success of internet-based business models, and she has taught and researched in this area at various national and international universities for the last 15 years. She has extensive practical experience in this area and has worked on a consultancy basis for companies in various sectors for several years.
Andrea Zelic a Digital Media Consultant at Attackera GmbH. She has a master’s degree in business administration with a specialisation in marketing from the Zurich University of Applied Sciences (ZHAW). She has previously worked as Head of Marketing & Design at Manthano GmbH, a company specialising in artificial intelligence.
Citation
Zumstein, Darius, Brauer, Claudia and Zelic, Andrea (2022, February 1). Benefits, challenges and future developments in digital analytics in German-speaking countries: An empirical analysis. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 3. https://doi.org/10.69554/UVCF5193.
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