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

作者：

Highlights：

• Shopping journeys developed based on eye tracking and Google Analytics data compared.

• Google Analytics track only half of digital users’ activities on retailer’s website.

• Eye tracking documents a full interaction with all elements on fashion retailer’s website.

• Google Analytics provide a limited account about User Experience.

• Eye tracking has the potential to audit Google Analytics database to improve marketing decision-making.

摘要

•Shopping journeys developed based on eye tracking and Google Analytics data compared.•Google Analytics track only half of digital users’ activities on retailer’s website.•Eye tracking documents a full interaction with all elements on fashion retailer’s website.•Google Analytics provide a limited account about User Experience.•Eye tracking has the potential to audit Google Analytics database to improve marketing decision-making.

论文关键词：Google analytics,Marketing analytics,Digital consumer,Consumer shopping journey,Eye tracking,Fashion retail,Fashion m-retail

论文评审过程：Received 15 October 2019, Revised 4 December 2020, Accepted 4 December 2020, Available online 23 December 2020, Version of Record 28 May 2021.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102294