Abstract
The purpose of this study is to identify the most adapted digital data analysis tools for developing individual marketing strategies in the e-commerce segment. In the study the following ranking methods were used: the cross-expert rating (based on individual opinions of 15 specialised organisations) and arbitration rating of the most relevant resource - G2.com. Subsequently, a comparative analysis of the leading E-Commerce Analytics applications was performed in order to obtain the ranking results. Using a methodology that took into account the expert ratings, cross- and arbitrage ratings, as well as the user feedback, it was found that the Glassbox was the best option for large enterprises, particularly, for large e-businesses. Google Analytics, on the other hand, is more popular among smaller companies and is considered a more versatile tool for data analysis. The importance of choosing the right tool for data analytics in e-commerce was also highlighted in the study, as the wrong choice can lead to financial losses and loss of investment. Future researches in this area include the creation of universal algorithms for selecting data analytics software solutions, expanding the range of data analytics applications, and more detail in understanding the specific needs of e-commerce platforms.
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