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

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dc.contributor.authorOlinski, Marian
dc.contributor.authorSiecinski, Kacper
dc.contributor.authorChen, Kuanchin
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2026-03-11T12:50:09Z
dc.date.available2026-03-11T12:50:09Z
dc.description.abstractThis 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.formattext
dc.identifier.doi10.15240/tul/001/2026-1-012
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/178460
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectInformation managementen
dc.subjectbehavioral analysisen
dc.subjectuser experienceen
dc.subjectdigital technologiesen
dc.subjectheatmapsen
dc.subject.classificationD80
dc.subject.classificationD91
dc.subject.classificationL86
dc.titleHow important are behavioral analytics tools in the age of modern digital marketing?en
dc.typeArticleen
local.accessopen
local.citation.epage206
local.citation.spage183
local.facultyFaculty of Economics
local.filenameEM_1_2026_12
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue1
local.relation.volume29
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