The Role of Web Analytics in Supporting the Effectiveness of Electronic Customer Relationship Management at the Jumia Store in Algeria

Many researchers have been interested in talking about the importance of big data analytics and how it can help companies improve their customer relationship management, especially in light of recent changes to the business environment, the opening up of markets to one another, and the rapid advancements in information and communications technology, because the customer is one of the most profitable assets for institutions that are good and valuable in managing their relationship with him, especially its ability to reach the largest possible number of his preferences and consumer needs, and thus techniques have evolved to manage the relationship with the customer, especially with the use of web analytics, which facilitates this task. E-CRM (electronic customer relationship management) is required for the company’s customer relationship management. We tried to include a very important case study in this study, embodied in the “Jumia” store in Algeria. Web analytics have a direct and positive impact on E-CRM, according to the findings of the study. When it comes to keeping its current customers happy, “Jumia” store in Algeria is relying solely on word-of-mouth advertising.