Tools for business intelligence (BI) have become essential resources that help businesses analyze data and provide insights that can be effectively turned into action. The highly competitive landscape in the e-commerce sector in Switzerland places significant pressure on online marketing agencies working with online retailers in the e-commerce sector. Therefore, this bachelor thesis delves into the significance of identifying customer utility needs and analyzing the competitive forces in the Swiss market to optimize an online marketing and e-business consulting agency’s analytics offering.

The research employed a mixed-methods approach. Combining qualitative interviews with actual companies operating in the e-commerce industry in Switzerland helped to offer an in-depth understanding of customer utility needs. A quantitative approach was applied for the comprehensive competitor analysis, split into direct, indirect, and potential competitors. Lastly, an evaluation of the current tools/offerings from the e-business consulting agency to gain further insights was done. The theoretical framework of “Marketing Intelligence” facilitated the identification of indirect competitors.

The research findings provide valuable insights for the online marketing and e-business consulting agency to optimize its analytics offering. The major areas include adopting a customer-centric approach through tailored solutions/workshops, utilizing AI-based solutions to enhance data categorization and provide actionable recommendations, emphasizing customer intelligence to analyze behavior and journeys, promoting cross-functional use of analytics tools for efficient communication, and implementing comparability and simplified visualization for a user-friendly experience.