Effects of Big Data and Web Analytics on the Optimization of Startups’ Branding and Market Share

The vast majority of startups bankrupt in the first months of operation. So, as a result, the main target is to build a brand name and brand awareness as fast as possible. This study attempts to respond to this question by extracting and analyzing big data and web analytics from five startups to extract useful insights into the user’s activity inside the startup’s websites. The extracted data have been analyzed statistically, and a fuzzy cognitive map has been developed to create useful optimization scenarios for decision-makers and marketers. The findings suggest investing in social media ads much more than other types of advertisements. Additionally, developers need to develop their websites in a user-friendly way to extend the average time that a visitor spends on a startup’s website.