Rapid changes in digital consumer behaviour, influenced by exponential adoption of smartphones, require timely and sophisticated responses from retailers to these consumer needs. With a growing amount of big data available, fashion retailers need to innovate and develop more sophisticated analytics for new consumer behaviours such as m-commerce. This research has considered how Google Analytics data can be applied to develop customer journey maps to understand digital consumer behaviour. A multi-method research design was used, incorporating an innovative mobile eye tracking technology and mobile fashion consumer data from Google Analytics. Digital customers’ shopping journeys on the fashion retailer’s website were mapped using data sourced from eye tracking and Google Analytics, gathered in parallel. The comparison of these shopping journeys allowed a critical evaluation of the precision and usefulness of the Google Analytics database. Google Analytics tracked only half of the digital users’ activities, whereas eye tracking data documented digital consumers’ interaction with all elements of the fashion retailer’s website. The conclusion reached is that eye tracking can be used to audit the Google Analytics database for potential gaps in data and also to inform and improve marketing decision-making.

受智能手机指数采用的影响，数字消费者行为的快速变化要求零售商对这些消费者需求做出及时而复杂的响应。随着可用的大数据量不断增长，时装零售商需要创新并开发更复杂的分析方法，以应对新的消费者行为，例如移动商务。这项研究已经考虑了如何使用Google Analytics（分析）数据来开发客户旅程图，以了解数字消费者的行为。使用了一种多方法研究设计，结合了创新的移动眼动跟踪技术和来自Google Analytics（分析）的移动时尚消费者数据。使用平行收集的眼动追踪和Google Analytics（分析）数据，绘制了时尚零售商网站上的数字客户购物历程。通过比较这些购物旅程，可以对Google Analytics（分析）数据库的准确性和实用性进行严格的评估。Google Analytics（分析）仅跟踪了一半的数字用户活动，而眼动跟踪数据记录了数字消费者与时尚零售商网站所有元素的互动。得出的结论是，眼动追踪可用于审核Google Analytics（分析）数据库中数据的潜在差距，也可用于告知和改善营销决策。