IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v59y2021ics0268401220314936.html
   My bibliography  Save this article

Eye tracking technology to audit google analytics: Analysing digital consumer shopping journey in fashion m-retail

Author

Listed:
  • Tupikovskaja-Omovie, Zofija
  • Tyler, David

Abstract

Rapid changes in digital consumer behaviour, influenced by exponential adoption of smartphones, require timely and sophisticated responses from retailers to these consumer needs. With a growing amount of big data available, fashion retailers need to innovate and develop more sophisticated analytics for new consumer behaviours such as m-commerce. This research has considered how Google Analytics data can be applied to develop customer journey maps to understand digital consumer behaviour. A multi-method research design was used, incorporating an innovative mobile eye tracking technology and mobile fashion consumer data from Google Analytics. Digital customers’ shopping journeys on the fashion retailer’s website were mapped using data sourced from eye tracking and Google Analytics, gathered in parallel. The comparison of these shopping journeys allowed a critical evaluation of the precision and usefulness of the Google Analytics database. Google Analytics tracked only half of the digital users’ activities, whereas eye tracking data documented digital consumers’ interaction with all elements of the fashion retailer’s website. The conclusion reached is that eye tracking can be used to audit the Google Analytics database for potential gaps in data and also to inform and improve marketing decision-making.

Suggested Citation

  • Tupikovskaja-Omovie, Zofija & Tyler, David, 2021. "Eye tracking technology to audit google analytics: Analysing digital consumer shopping journey in fashion m-retail," International Journal of Information Management, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401220314936
    DOI: 10.1016/j.ijinfomgt.2020.102294
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401220314936
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijinfomgt.2020.102294?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401220314936. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.