Case Study 2 – Ultrabrand’s Journey to a Smarter Web Analytics Product Offering

 Write your document as one coordinated response to the case. Follow standard APA formatting, using double-spacing between lines, 12-point Times New Roman font. Begin with an introduction to set context, and end with a brief conclusion. In the body, use section headings for your responses to each question (use a brief heading-style phrase to describe the nature of the question). You may cite additional sources to support your analysis and recommendations. What are the challenges facing Ultrabrand with respect to its current web analytics offering? What competitive advantages does web analytics provide to an organization? Is this advantage limited to just one functional role in an organization? Is this advantage limited to just one type of industry? Consider the advantages to each of the following organizational aspects: sales, customer service, manufacturing, logistics and others as appropriate. What are the solutions available to Xu-Dermatology and to Ward-Williams? Which proposed solution would best serve the interests of Xu-Dermatology? Fully explain and justify your recommendation. Which solution should Ward-Williams choose? Why? Fully explain and justify your recommendation.