Leveraging Google Analytics for Strategic Marketing Development: A Comprehensive Analysis of Data-Driven Decision-Making in E-Commerce Platforms

The aim of this study is to assess the impact of the usage of Google Analytics and data-driven decision-making practices on the marketing performance of e-commerce businesses. A quantitative study design was utilized, employing a structured questionnaire directed at 50 individuals, comprising digital marketing executives, e-commerce managers, and data analysts. Constructs were assessed with a Likert scale focusing on Usage of Google Analytics (UGA), Data-Driven Decision-Making (DDDMP), and E-commerce Marketing Performance (EC_MPM). The data analysis, performed using SPSS (Statistical Package for Social Science), encompassed both descriptive and inferential analysis. The findings revealed that while Google Analytics usage demonstrated a weak and statistically insignificant correlation with e-commerce marketing performance (r = -0.09, p = 0.534), data-driven decision-making practices showed a moderate and statistically significant positive correlation (r = 0.293, p = 0.039). Regression results further confirmed that DDDMP significantly predicted marketing performance (R² = 0.195), whereas Google Analytics usage alone explained minimal variance (R² = 0.010). The study concludes that cultivating a data-driven culture has a greater influence on marketing performance than merely utilizing analytical tools. In the e-commerce industry, this emphasizes the value of strategic, insight-driven decision-making over the adoption of simple tools.