Abstract
The aim of this article is the review of the degree to which analytics tools are used in an online store management, as well as the review of the validity of using this type of technological solutions. The article presents the results of an in-house survey research, conducted among the store owners, executed as the part of the research-and-development project dedicated to the e-commerce branch. The main focus was on the number of tools used, the time dedicated to data analysis and the difficulties that might have occurred. The research problem was displayed in the context of the internet as a sale channel and by taking into consideration the specifics of e-commerce.
Published Version
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