Data Analytics of Online Marketing Effectiveness: The Case Study of Lazada

Abstract

Lazada is a very popular online market. However, the competition within Lazada is very high as there are many sellers of the same products. In addition, the Lazada system makes it convenient for customers to compare products from each seller. Therefore, the sellers in Lazada should evaluate their existing marketing strategies to determine the extent to which they are effective. This assessment can be done with data analytics which is the process of examining and categorizing data to come up with insights which can drive business to formulate its marketing strategies based on the deeper understanding of customer needs. Saibai shop in Lazada is owned by a small entrepreneur. Its main products are various kinds of seeds including salad vegetable seeds, kale seeds, fruit seeds, and flower seeds. Saibai shop wants to do the data analytics for marketing data obtained from the Lazada platform in terms of traffic, products, sale promotion, and service so that the shop can examine the effectiveness of their existing marketing practices. The gained insights will be useful for marketing decisions. For example, better designed marketing strategies, market offers, or marketing communication approaches in the future can be chosen for better results.