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Development And Testing Of A Web Analytics Framework For Nonprofit Organisations. Practical Application Gemeinsam TECHO e.V.

  • Purpose: This study aims at investigating how nonprofit organisations can successfully and sustainably implement web analytics. It develops a framework based on existing literature as well as expert interviews and tests its applicability and practicability in a hands-on case study with the German nonprofit organisation Gemeinsam TECHO e.V.. Methodology: The research questions are explored through a qualitative approach via a literature review and semi-structured interviews. The author draws a convenience sample of seven German nonprofit organisations. The interviews are analysed through qualitative content analysis. Based on the results a first web analytics framework is developed which is then tested and reviewed in a practical application. Findings: The outcome of the study is a framework with a general step-by-step plan for NPOs on how they can implement web analytics into their business. Research limitations: The convenience sample as well as the focus on German nonprofit organisations are possible limitations. The framework should be further tested with nonprofit organisations in different settings and conditions: country, industry, etc. Another limitation is that during the practical application only a single pass of the framework was done. Additional testing of the framework with several iterations might uncover more suggestions for improvement. Value: This paper seeks to propose guidelines that give valuable hints for nonprofit organisations looking to implement web analytics into their business. Some existing web analytics frameworks can be found in current scientific literature; however, little empirical evidence exists for the case of nonprofit organisations. This study provides a new viewpoint on the use of web analytics which may be of use for those working in the context of nonprofit organisations. Keywords: web analytics, nonprofit organisations, NPOs, TECHO, marketing, data analytics, web analytics framework

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Metadaten
Author:Carolin Voltmer
Referee:Sabine Haller
Advisor:Frank Brand
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/08/24
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2022/03/21
Institutes:FB I - Wirtschaftswissenschaften
Licence (German):License LogoUrheberrechtsschutz