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Be Like Amazon: Achieving a Competitive Advantage Based on Digital Footprint Analysis

Be Like Amazon: Achieving a Competitive Advantage Based on Digital Footprint Analysis
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Author(s): Anna Tarabasz (Curtin University, UAE)
Copyright: 2022
Pages: 28
Source title: Cases on Digital Strategies and Management Issues in Modern Organizations
Source Author(s)/Editor(s): José Duarte Santos (Instituto Superior Politécnico Gaya, Portugal)
DOI: 10.4018/978-1-7998-1630-0.ch002

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Abstract

Gaining competitive advantage requires a detailed benchmark of performance against other market players, and profound gap analysis in comparison to the best practice applies to the audit of the digital presence (online footprint analysis), which, based on scripting codes, is done easily on its premises. SEO software and social medial listening tools allow for a comprehensive understanding of the digital performance of the company. Unfortunately, some businesses underestimate the potential dormant in different types of live analytics and performance trackers and being unaware of the analysis capacity to be performed on competitors and market leaders completely off cost. The case presents a study of a digital footprint template analysis performed for Amazon in the United Arab Emirates and shows the comparison with local and global market players like Noon.com, eBay, or Alibaba using software like SEMrush, SimilarWeb, and Brand24 to showcase how to leverage on gathered insights and gain competitive advantage.

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