The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division

Bibliographic Details
Main Author: Baptista, Gabriel de Miranda Amaral
Publication Date: 2020
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/100767
Summary: Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling The importance of an analytical approach to e-commerce: the case of L’Oréal luxe divisione-CommerceWeb AnalyticsData Driven MarketingInternship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe 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.Pinto, Diego CostaRUNBaptista, Gabriel de Miranda Amaral2020-07-13T17:13:47Z2020-07-072020-07-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/100767TID:202500543engmetadata only accessinfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:46:26Zoai:run.unl.pt:10362/100767Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:17:35.010805Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
title The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
spellingShingle The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
Baptista, Gabriel de Miranda Amaral
e-Commerce
Web Analytics
Data Driven Marketing
title_short The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
title_full The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
title_fullStr The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
title_full_unstemmed The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
title_sort The importance of an analytical approach to e-commerce: the case of L’Oréal luxe division
author Baptista, Gabriel de Miranda Amaral
author_facet Baptista, Gabriel de Miranda Amaral
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Baptista, Gabriel de Miranda Amaral
dc.subject.por.fl_str_mv e-Commerce
Web Analytics
Data Driven Marketing
topic e-Commerce
Web Analytics
Data Driven Marketing
description Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2020
dc.date.none.fl_str_mv 2020-07-13T17:13:47Z
2020-07-07
2020-07-07T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/100767
TID:202500543
url http://hdl.handle.net/10362/100767
identifier_str_mv TID:202500543
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv metadata only access
info:eu-repo/semantics/openAccess
rights_invalid_str_mv metadata only access
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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