How to improve online customer acquisition by using key performance indicator (KPI) analysis? : Case AJ-Johansson Photography

Abstract

The purpose of this study is to determine the relevant key performance indicators in customer acquisition for AJ Photography Tmi. AJ Photography Tmi is an entrepreneur which sells photography related services to events, individuals and media publications. The entrepreneur believes that the usage of online analytics tools can deliver business insights and actionable outcomes for his business, however; the methodology of using these tools has been previously non-existent.