Key drivers for successful use of e-business tools for e-commerce in the retail sector

Abstract

Tools for business intelligence (BI) have become essential resources that help businesses analyze data and provide insights that can be effectively turned into action. The highly competitive landscape in the e-commerce sector in Switzerland places significant pressure on online marketing agencies working with online retailers in the e-commerce sector. Therefore, this bachelor thesis delves into the significance of identifying customer utility needs and analyzing the competitive forces in the Swiss market to optimize an online marketing and e-business consulting agency’s analytics offering.