Effects of Big Data and Web Analytics on the Optimization of Startups’ Branding and Market Share

Damianos P. Sakas (d.sakas@aua.gr), Dimitrios P. Reklitis (drekleitis@aua.gr) and Panagiotis Trivellas (ptrivel@aua.gr)
Additional contact information
Damianos P. Sakas: School of Applied Economics and Social Sciences, Agricultural University of Athens
Dimitrios P. Reklitis: School of Applied Economics and Social Sciences, Agricultural University of Athens
Panagiotis Trivellas: School of Applied Economics and Social Sciences, Agricultural University of Athens

A chapter in Computational and Strategic Business Modelling, 2024, pp 79-85 from Springer

Abstract: Abstract The vast majority of startups bankrupt in the first months of operation. So, as a result, the main target is to build a brand name and brand awareness as fast as possible. This study attempts to respond to this question by extracting and analyzing big data and web analytics from five startups to extract useful insights into the user’s activity inside the startup’s websites. The extracted data have been analyzed statistically, and a fuzzy cognitive map has been developed to create useful optimization scenarios for decision-makers and marketers. The findings suggest investing in social media ads much more than other types of advertisements. Additionally, developers need to develop their websites in a user-friendly way to extend the average time that a visitor spends on a startup’s website.

Keywords: Big data; Web analytics; Startups; Brand name; Advertising (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-41371-1_8

Ordering information: This item can be ordered from
http://www.springer.com/9783031413711

DOI: 10.1007/978-3-031-41371-1_8

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla (sonal.shukla@springer.com) and Springer Nature Abstracting and Indexing (indexing@springernature.com).