An appraisal of digital performance analytics on consumer engagement: A study of a retail electronics firm in Lagos.
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Background of the study:
Digital performance analytics have revolutionized the way companies understand and enhance consumer engagement, particularly in the retail electronics sector. This study appraises how digital performance analytics tools—such as real-time data tracking, heat mapping, and user behavior analysis—affect consumer engagement for a retail electronics firm in Lagos. By leveraging advanced analytics, firms can gain detailed insights into customer preferences and online interaction patterns, enabling them to tailor marketing strategies and improve user experiences (Babatunde, 2023). In a competitive market, the ability to analyze and act upon performance data is critical for driving higher levels of consumer engagement and brand loyalty. This research investigates the correlation between digital analytics metrics and consumer interaction rates, examining how data-driven adjustments to marketing campaigns can foster stronger customer relationships and stimulate sales growth (Ibrahim, 2024). The study integrates recent empirical findings with practical case analyses to provide a comprehensive understanding of how digital performance analytics can be effectively utilized to enhance consumer engagement in the retail electronics market (Okoro, 2023).
Statement of the problem:
Retail electronics firms in Lagos face challenges in effectively utilizing digital performance analytics to boost consumer engagement. Despite having access to advanced analytics tools, many companies struggle with data integration and actionable insights, leading to underoptimized marketing campaigns and suboptimal consumer interaction. This study aims to address these issues by identifying the gaps in current analytics practices and proposing methods to enhance the effective use of digital data for improved engagement (Chinwe, 2023).
Objectives of the study:
To evaluate the impact of digital performance analytics on consumer engagement.
To identify key analytics tools and metrics that drive higher engagement.
To recommend strategies for optimizing digital analytics for better consumer interaction.
Research questions:
How do digital performance analytics influence consumer engagement?
Which analytics metrics are most effective in predicting engagement levels?
How can retail electronics firms enhance consumer engagement through improved analytics?
Significance of the study
This study is significant as it offers empirical insights into the role of digital performance analytics in enhancing consumer engagement for retail electronics firms in Lagos. The findings will help optimize marketing strategies and improve customer experience, contributing to increased sales and brand loyalty. The research supports both academic inquiry and practical marketing applications by providing a framework for data-driven engagement strategies (Emeka, 2023).
Scope and limitations of the study:
The study is limited to the digital performance analytics practices of a single retail electronics firm in Lagos. It focuses exclusively on consumer engagement and does not encompass broader business performance measures.
Definitions of terms:
Digital Performance Analytics: The systematic tracking and analysis of online marketing data to inform strategy (Oluwaseun, 2023).
Consumer Engagement: The degree of interaction between consumers and digital content or campaigns (Adeniyi, 2023).
Retail Electronics Firm: A company that sells consumer electronics products through digital channels (Ijeoma, 2023).
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