I am writting a case study on Amazon which will be further utilized as template for students to perform any type of digital footprint analysis. Touching base with important concepts of Buyer Persona, Digital Engagement Canvas, Customer Online Journey and based on Benchmark (with a reverse benchmark) setting expectations for real comparison. Using tools like SEMrush, Website Grader, Similar Web, Brand 24, etc.
Please advise which benchmarking criteria you recommend to enclose, so none important will be forgotten!
Thank you in advance
Anna
That's a very interesting endeavor! I think it is quite challenging to identify all elements of digital footprint without specifying a particular context and objective of investigating digital footprints. In other words, is the template intended to serve providers', customers', administrators' or public perspectives? Is it to be used as part of an organization analytics strategy, assessment of standard compliance, security and digital forensics, evaluation of digital maturity, etc..?
I think these should be defined before capturing the necessary elements of digital footprints. They may also be included in your template. Furthermore, each elements may have different weights depending on the context it is applied to. For instance, search history might be of much greater value for a marketing perspective than it could be for a security perspective.
I know this does not answer your question directly but I would be happy to discuss it more and would definitely be interested in your work on this!