Predictive model for gap reduction between web analytics and business strategy

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2019

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Abstract

Digital marketing and web analytics are two distinct areas that have captured the attention of many industrial rms. There are a lot of tools developed and a lot of studies carried out in each area separately. But still, a rms ability to harness web analytics to optimize digital marketing elements is limited. This work focuses on evaluating previous work in each of these areas and combine them to build a model that would de ne the relationship between digital marketing and web analytics. Data captured through each area is expected to be analyzed in the form of a time series forecasting problem. Time series forecasting is a very popular area that captured a lot of rms attention in recent years. This is due to the fact that most real-world problems are linked to a temporal component, and thus can be considered as a time series. Furthermore, this work utilizes cloud services for building and running the learning models.

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Nissanka, P.H.A. (2019). Predictive model for gap reduction between web analytics and business strategy [Master’s theses, University of Moratuwa]. Institutional Repository University of Moratuwa. http://dl.lib.mrt.ac.lk/handle/123/15987

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