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Nitishree S.1, Surjadeep Dutta1
, Taurus Sahu1, Suyash Das1, Raj Singh1 and Hitesh Vishnoi1
1Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, India
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.
This study examines the transformative influence of data-driven marketing, emphasising the effect of real-time analytics on decision-making processes at eBay, utilising the SEMrush tool. In the face of intensifying competition among digital platforms, eBay has utilised real-time data analytics to maintain agility, customising marketing campaigns to swiftly adapt to evolving client preferences and market dynamics. SEMrush, an all-encompassing digital marketing instrument, provides real-time insights into consumer behaviour, keyword trends and competitor analysis, enabling eBay’s marketing team to make data-driven decisions with enhanced precision and efficiency. This article analyses eBay’s utilisation of SEMrush to identify critical domains where real-time analytics influence significant marketing decisions, encompassing search engine optimisation, pay-per-click advertising and content strategy. SEMrush data enables eBay to more efficiently segment customers, modify advertising expenditure in accordance with current demand and optimise website performance to improve user experience. Research indicates that integrating SEMrush’s real-time data allows eBay to perpetually enhance its marketing strategy, hence promoting superior consumer engagement, competitive advantage and revenue expansion. The research emphasises that real-time analytics, enabled by powerful technologies such as SEMrush, are essential for e-commerce enterprises aiming to sustain market relevance. By comprehending the importance of data-driven decision-making in the contemporary digital marketplace, organisations can emulate eBay’s techniques to enhance their marketing efficacy. This study enhances the discourse on the influence of analytics in developing flexible and responsive marketing strategies within the e-commerce sector.
Consumer engagement, data-driven marketing, digital marketing, pay-per-click (PPC) advertising, SEMrush, SEO, website performance
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