Athanasios Papadopoulos’s scientific contributions

Web analytics tools provide a wide range of information regarding the performance of a company. This information is valuable for assessing the strategic performance of a company. However, Web analytics tools at their current state of development fall short in providing all the necessary information and data analysis functionality that is required to assess the strategic performance and the digital marketing priorities of businesses. This paper utilizes DEMATEL (i.e. Decision Making Trial and Evaluation Laboratory) method in order to investigate how the Balanced Scorecard Model can be associated with data collected from the Google analytics. The data in this study are collected from the management and the Website of a company that provides tourism services in Greece. This research also examines the potential of using Web analytics in strategic decision analysis.

In recent years, social media have revolutionized the way people communicate and interact with each other. This development has transformed the Internet into a more personal and participatory medium, where social networking is the top online activity. The massive amount of data, that is accumulated as a result of these online interactions, discussions, social signals, and other engagements, forms a valuable source of information. In our current work, we focus on the application and leveraging of this information for a particular sector: the horticulture industry. The horticulture industry is a traditional sector in which growers are focused on production, and in which many traders use their own transactions as the main source of information. Growers and traders, therefore, lack data about consumer trends and how the products are used and appreciated. This results in reactive management with very little anticipation to events in the future. Social media can provide the opportunities to enhance the market orientation of the horticulture industry. For example, tracking how and when the products of the industry are mentioned in a social media feed is an important addition to current techniques used in the horticulture industry to actively listen to customers. The feedback that is thus collected, can be used to understand, react, and provide value to customers.