How important are behavioral analytics tools in the age of modern digital marketing?

Show simple item record
dc.contributor.authorOlinski, Marian
dc.contributor.authorSiecinski, Kacper
dc.contributor.authorChen, Kuanchin
dc.date.accessioned2026-04-08T08:58:45Z
dc.date.available2026-04-08T08:58:45Z
dc.date.issued2026
dc.description.abstract-translatedThis study evaluates how behavioral analytics tools contribute to short-term business objectives in digital marketing. We analyze 73 case studies from 12 brands collected on October 3, 2023, using content analysis to extract tools, outcomes, and problems addressed. Expert weighting from three senior scholars is applied to value outcome categories, with moderate agreement reported by Kendall’s W = 0.47. We then compute aggregate tool evaluations, build a co-occurrence matrix, and estimate linear and multiple regressions together with Pearson correlations. Synergies with top-rated tools are strongly associated with more outcomes achieved, the total result increases by 2.8295 for each additional co-occurrence, with R² = 0.936, and the largest effect appears for conversion and site optimization. Tool ratings are highly correlated with the number of problems solved, r = 0.9888. Effectiveness in solving UX and optimization issues is strongly associated with gains in satisfaction and loyalty, r = 0.9646, with a positive regression coefficient for this category. Session recordings, heatmaps, A/B testing, and conversion funnels emerge as the most impactful instruments. We propose a six-category framework and provide practical guidance for integrating complementary tools within iterative, data-driven workflows. Results underline the strategic role of behavioral analytics in improving conversion, satisfaction, and short-term performance.en
dc.format24 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doidoi.org/10.15240/tul/001/2026-1-012
dc.identifier.issn2336-5604 (Online)
dc.identifier.issn1212-3609 (Print)
dc.identifier.urihttp://hdl.handle.net/11025/67560
dc.language.isoenen
dc.publisherTechnická univerzita v Libercics
dc.rightsCC BY-NC 4.0en
dc.rights.accessopenAccessen
dc.subjectspráva informacícs
dc.subjectbehaviorální analýzacs
dc.subjectuživatelská zkušenostcs
dc.subjectdigitální technologiecs
dc.subjecttepelné mapycs
dc.subject.translatedinformation managementen
dc.subject.translatedbehavioral analysisen
dc.subject.translateduser experienceen
dc.subject.translateddigital technologiesen
dc.subject.translatedheatmapsen
dc.titleHow important are behavioral analytics tools in the age of modern digital marketing?en
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
local.files.count1*
local.files.size1358145*
local.has.filesyes*

Files

Original bundle
Showing 1 - 1 out of 1 results
No Thumbnail Available
Name:
E+M_1_2026_12.pdf
Size:
1.3 MB
Format:
Adobe Portable Document Format
Download
License bundle
Showing 1 - 1 out of 1 results
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Číslo 1 (2026)
Číslo 1 (2026)