Knezevic, Martina2023-12-222023-12-222023https://irf.fhnw.ch/handle/11654/41914Tools 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.en330 - Wirtschaft11 - Studentische Arbeit