The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands
Abstract
:1. Introduction
2. Literature Review
3. Methodology
4. Analysis of the Results
4.1. Preliminary Analysis to Test Hypothesis (1)
4.2. Analysis to Test Hypothesis (2)
4.3. Analysis to Test Hypothesis (3)
5. Discussion
6. Conclusions
Author Contributions
Funding
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Sampling procedure | Judgemental sampling procedure |
Universe | 133 cellars of the Canary Islands |
Criteria | Extraction of information from cellars with a website, tourism business activity, and currently open in the Canary Islands |
Defined sample | 70 |
Actual sample | 59 |
Date fieldwork was carried out | April, May, and June 2023. |
Direct quality control | Personal interactions occurred during the fieldwork sessions in the classroom, where doubts and incidents were solved. |
Indirect quality control | Through internal analysis checking the consistency of the data through pre-processing analysis, where data cleaning, elimination of inconsistencies, duplicate cases, and/or missing data were carried out. |
Dimensions | Variables | Software |
---|---|---|
Dimension 1. Cellar identification data | 1. Cellar name 2. Address 3. Postal code 4. Locality 5. Municipality 6. Island 7. Community 8. Main activity 9. Type of company 10. Telephone 11. Second telephone. | No software Manually |
Dimension 2. Level of digital development | 12. Email 13. web URL 14. External web URL 15. Type of web 16. Facebook 17. Twitter 18. Instagram 19. Pinterest 20. YouTube 21. TikTok 22. LinkedIn 23. WhatsApp 24. Vimeo 25. Level of digital development | No software Manually |
Dimension 3. Web traffic analysis | 26. Traffic 27. Time of visit 28. Bounce rate 29. Number of pages viewed 30. Traffic 31. Time of visit 32. Bounce rate 33. Number of pages viewed | Semrush |
Dimension 4. Level of online commercial development according to the GMS programme | Twenty-two variables, all grouped into eight categories, are shown in Table 3. | Grow my store |
Dimension 5. Web authority analysis | 58. Domain authority 59. Linking root domain 60. Ranking keywords 61. Spam score 62. Domain authority 63. Linking root domain 64. Ranking keywords 65. Spam score | Moz |
Dimension 6. Privacy and non-intrusiveness | 66. Legal notice 67. Data protection 68. Cookies policy 69. Language accessibility | No software Manually |
Dimension 7. Use of technology | 70. Spending on technology 71. Number of technologies 72. Technology data 73. Technology expenditure 74. Number of technologies 75. Technology data | Built with |
Dimension 8. Content resources | 76. Internal resources 77. External resources | Website Auditor |
Product information | 34. Product details 35. Product Reviews/Product Ratings 36. Product search 37. Product prices |
Shop information | 38. Opening hours 39. Directions to the shop 40. Geolocation |
Personalisation | 41. Personalised accounts 42. Wish list and favourites |
Shopping without hassle | 43. Pick up in shop 44. Online ordering/returns to store |
Flexible distribution | 45. Shopping basket 46. Next-day delivery 47. Free returns 48. Various methods of payment |
Customer service | 49. Contact telephone number 50. Live chat 51. Return policy 52. Social Media |
Security | 53. HTTPS Mobiles |
Mobiles | 54. Mobile speed 55. Mobile optimised |
56. Overall score level | |
57. Total overall score (%) |
New Variable | Formula |
---|---|
V1. Security and privacy | Legal + data protection + cookie policy + HTTPS |
V2. Technology and data | Technology expenditure + number of technologies + data technology + data technology |
V3. Content resources | Internal resources + external resources |
V4. SEO quality | (Domain authority + linking root domain + ranking keywords)—spam score |
V5. Product information | Product details + product reviews/scores + product search + product price + product price |
V6. Shop information | Opening hours + directions to the shop + geolocation |
V7. Personalisation | Personalised accounts + wish lists, and favourites |
V8. UX shopping simplicity | In-store pickup + online orders/returns to shop |
V9. Flexible distribution | Shopping cart + next day delivery + free returns + multiple payment methods |
V10. Customer service | Contact telephone numbers + live chat + returns policy + social networks |
V11. Mobile optimisation | Mobile speed + mobile optimisation |
V12. Online Orientation | V5 + V6 + V7 + V8 + V9 + V10 + V11. |
V13. Number of Social Media | Facebook + Instagram + Twitter + Pinterest + YouTube + TikTok + LinkedIn + WhatsApp + Vimeo |
V14. Qualitative. UX attraction and interest | 0: if no website; 1: if external website; 2: with own website but no traffic; 4: when traffic amounts to 100 but does not give session metrics; 6: if > 200 and gives session metrics; 8: if > 400; 12 if > 600; 18: if > 900; and 20 if > 1000. |
V15. Level of digital development | Same as variable 25. “Level of digital development” is unchanged. |
V16. Overall Inbound | Sum of all V. |
Correlations | ||||||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
v2 | v3 | v4 | v5 | v6 | v7 | v8 | v9 | v10 | v11 | v12 | v13 | v14 | v15 | v16 | ||
v1 | P | 0.568 ** | 0.372 ** | 0.438 ** | 0.700 ** | 0.484 ** | 0.587 ** | 0.519 ** | 0.547 ** | 0.666 ** | 0.640 ** | 0.724 ** | 0.669 ** | 0.547 ** | 0.790 ** | 0.807 ** |
Sig. | 0.000 | 0.004 | 0.001 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | |
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | |
v2 | P | 1 | 0.806 ** | 0.345 ** | 0.571 ** | 0.421 ** | 0.395 ** | 0.506 ** | 0.639 ** | 0.624 ** | 0.546 ** | 0.650 ** | 0.513 ** | 0.730 ** | 0.630 ** | 0.828 ** |
Sig. | 0.000 | 0.008 | 0.000 | 0.001 | 0.002 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | ||
v3 | P | 1 | 0.190 | 0.545 ** | 0.397 ** | 0.370 ** | 0.472 ** | 0.599 ** | 0.617 ** | 0.448 ** | 0.608 ** | 00.236 | 0.549 ** | 0.433 ** | 0.690 ** | |
Sig. | 0.150 | 0.000 | 0.002 | 0.004 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.072 | 0.000 | 0.001 | 0.000 | |||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | |||
v4 | P | 1 | 0.321 * | 0.094 | 0.169 | 0.280 * | 0.270 * | 0.221 | 0.154 | 0.268 * | 0.380 ** | 0.342 ** | 0.395 ** | 0.512 ** | ||
Sig. | 0.013 | 0.479 | 0.201 | 0.032 | 0.038 | 0.093 | 0.245 | 0.040 | 0.003 | 0.008 | 0.002 | 0.000 | ||||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | ||||
v5 | P | 1 | 0.681 ** | 0.602 ** | 0.549 ** | 0.596 ** | 0.778 ** | 0.774 ** | 0.897 ** | 0.467 ** | 0.660 ** | 0.699 ** | 0.838 ** | |||
Sig. | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | |||||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | |||||
v6 | P | 1 | 0.375 ** | 0.517 ** | 0.610 ** | 0.639 ** | 0.632 ** | 0.816 ** | 0.190 | 0.532 ** | 0.581 ** | 0.656 ** | ||||
Sig. | 0.003 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.150 | 0.000 | 0.000 | 0.000 | ||||||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | ||||||
v7 | P | 1 | 0.583 ** | 0.525 ** | 0.548 ** | 0.447 ** | 0.682 ** | 0.480 ** | 0.532 ** | 0.427 ** | 0.642 ** | |||||
Sig. | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.001 | 0.000 | |||||||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | |||||||
v8 | P | 1 | 0.698 ** | 0.749 ** | 0.438 ** | 0.767 ** | 0.455 ** | 0.603 ** | 0.585 ** | 0.742 ** | ||||||
Sig. | 0.000 | 0.000 | 0.001 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||||||||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | 59 | ||||||||
v9 | P | 1 | 0.666 ** | 0.519 ** | 0.811 ** | 0.284 * | 0.545 ** | 0.547 ** | 0.768 ** | |||||||
Sig. | 0.000 | 0.000 | 0.000 | 0.029 | 0.000 | 0.000 | 0.000 | |||||||||
N | 59 | 59 | 59 | 59 | 59 | 59 | 59 | |||||||||
v10 | P | 1 | 0.706 ** | 0.888 ** | 0.566 ** | 0.667 ** | 0.783 ** | 0.855 ** | ||||||||
Sig. | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||||||||||
N | 59 | 59 | 59 | 59 | 59 | 59 | ||||||||||
v11 | P | 1 | 0.800 ** | 0.381 ** | 0.578 ** | 0.679 ** | 0.736 ** | |||||||||
Sig. | 0.000 | 0.003 | 0.000 | 0.000 | 0.000 | |||||||||||
N | 59 | 59 | 59 | 59 | 59 | |||||||||||
v12 | P | 1 | 0.475 ** | 0.720 ** | 0.759 ** | 0.919 ** | ||||||||||
Sig. | 0.000 | 0.000 | 0.000 | 0.000 | ||||||||||||
N | 59 | 59 | 59 | 59 | ||||||||||||
v13 | P | 1 | 0.522 ** | 0.736 ** | 0.652 ** | |||||||||||
Sig. | 0.000 | 0.000 | 0.000 | |||||||||||||
N | 59 | 59 | 59 | |||||||||||||
v14 | P | 1 | 0.644 ** | 0.811 ** | ||||||||||||
Sig. | 0.000 | 0.000 | ||||||||||||||
N | 59 | 59 | ||||||||||||||
v15 | P | 1 | 0.842 ** | |||||||||||||
Sig. | 0.000 | |||||||||||||||
N | 59 |
Ranking | Name | Value | Ranking | Name | Value |
---|---|---|---|---|---|
1 | Bodega El Grifo | 40.60 | 31 | Bodega La Marzagana | −9.89 |
2 | Territorio Sibarita | 34.62 | 32 | Bacardi | −9.93 |
3 | Hermógenes Vera López | 23.17 | 33 | S.A. T. Bodegas De Vilaflor | −9.98 |
4 | Vinos Artesanales De Calidad | 22.45 | 34 | Bacardi | −9.99 |
5 | La Geria | 18.51 | 35 | Vinomelca S.L. | −10.63 |
6 | Bodega San Diego | 17.68 | 36 | Havaianas | −10.91 |
7 | Bodegas 7 Islas | 17.06 | 37 | Bodegas Aceviño | −11.20 |
8 | Hermanos Mesa | 15.28 | 38 | Bodega S.A. T. Prodiflora | −11.34 |
9 | Eugenio Reveron Sierra S.L. | 14.56 | 39 | Vinos Artesanales De Calidad S.L. | −11.34 |
10 | Bodegas 7 Islas | 12.38 | 40 | Bodega S.A. T. Prodiflora | −11.47 |
11 | Bodegas Los Bermejos | 12.34 | 41 | Bodegas Timanfaya | −11.75 |
12 | La Higuera Mayor | 11.72 | 42 | S. Coop. Las Eras De Arico | −11.75 |
13 | Bodegas Insulares Tenerife S.A. | 11.06 | 43 | Bodegas Antonio Suarez S.L. | −11.88 |
14 | Bodegas Viñatigo | 10.88 | 44 | Bodega El Tesoro | −11.88 |
15 | La Despensa | 10.71 | 45 | Koka Kaffe Vegueta S.L. | −11.88 |
16 | S.A. T. Bodegas El Hoyo N° 6223 | 8.90 | 46 | S. Coop. Las Eras De Arico | −11.88 |
17 | Bodegas Tunte | 8.47 | 47 | Bodegas Viñamonte | −11.88 |
18 | Bodega De Parrado | 7.71 | 48 | Bentayga | −11.88 |
19 | Bodegas Álvaro | 7.57 | 49 | Raimundo J. Hernandez Jorge | −11,88 |
20 | Bodegas Guiguan S.L. | 6.75 | 50 | Vediamoci S.L. | −11.88 |
21 | Tabaibilla | 6.72 | 51 | Bodegas Fronton De Oro | −11.88 |
22 | Bodega Tajinaste | 6.50 | 52 | Bodega El Tesoro | −11.88 |
23 | Pernod Ricard Winemakers Spain S.A. | 5.56 | 53 | Narciso Luis Hernandez Mora | −11.88 |
24 | Bogega Juan Matias Torres | 5.41 | 54 | Sat 6218 Bentayga | −11.88 |
25 | Bodegas Bentayga | 3.27 | 55 | Juan Dios | −11.88 |
26 | El Mocanero S.L. | 2.57 | 56 | Bodegas La Ovejera | −11.88 |
27 | Bodega Valleoro | 2.42 | 57 | Miguel Medina Perdomo | −11.88 |
28 | Mencey Chasna | 1.10 | 58 | Miguel Medina Perdomo | −11.88 |
29 | Bodegas Onésimo Pérez Rodríguez | −4.86 | 59 | Cremeria Que Leche S.L. | −11.88 |
30 | Bodegas Manuel Quintana Naranjo | −8.95 |
Cluster | Error | F | Sig. | |||
---|---|---|---|---|---|---|
Quadratic Mean | d.f. | Quadratic Mean | d.f. | |||
V1. Security and privacy | 8.211 | 1 | 2.781 | 57 | 2.952 | 0.091 |
V2. Technology and data | 208.994 | 1 | 3.753 | 57 | 55.691 | <0.001 |
V3. Content resources | 41,775,915.314 | 1 | 164,576.917 | 57 | 253.838 | <0.001 |
V4. SEO quality | 1.919 | 1 | 6.008 | 57 | 0.319 | 0.574 |
V5. Product information | 18.213 | 1 | 1.785 | 57 | 10.206 | 0.002 |
V6. Shop information | 8.707 | 1 | 1.441 | 57 | 6.042 | 0.017 |
V7. Personalisation | 2.710 | 1 | 0.400 | 57 | 6.769 | 0.012 |
V8. UX shopping simplicity | 5.034 | 1 | 0.412 | 57 | 12.205 | <0.001 |
V9. Flexible distribution | 17.086 | 1 | 0.890 | 57 | 19.205 | <0.001 |
V10. Customer service | 10.679 | 1 | 0.614 | 57 | 17.400 | <0.001 |
V11. Mobile optimisation | 4.605 | 1 | 0.529 | 57 | 8.710 | 0.005 |
V12. Online orientation | 426.648 | 1 | 24.261 | 57 | 17.586 | <0.001 |
V13. Number of Social Media | 0.025 | 1 | 3.404 | 57 | 0.007 | 0.932 |
V14. Qualitative. UX attraction and interest | 470.010 | 1 | 45.188 | 57 | 10.401 | 0.002 |
V15. Level of digital development | 15.415 | 1 | 5.548 | 57 | 2.778 | 0.101 |
V16. Overall Inbound | 2928.553 | 1 | 132.569 | 57 | 22.091 | <0.001 |
Final Clusters | ||
---|---|---|
Cluster | ||
1 | 2 | |
V1. Security and privacy | 3.50 | 1.44 |
V2. Technology and data | 10.05 | −0.35 |
V3. Content resources | 4821.00 | 171.18 |
V4. SEO quality | 0.96 | −0.03 |
V5. Product information | 4.00 | 0.93 |
V6. Shop information | 3.00 | 0.88 |
V7. Personalisation | 1.50 | 0.32 |
V8. UX shopping simplicity | 2.00 | 0.39 |
V9. Flexible distribution | 3.50 | 0.53 |
V10. Customer service | 4.00 | 1.65 |
V11. Mobile optimisation | 2.00 | 0.46 |
V12. Online orientation | 20.00 | 5.14 |
V13. Number of Social Media | 1.50 | 1.39 |
V14. Qualitative. UX attraction and interest | 20.00 | 4.40 |
V15. Level of digital development | 5 | 2 |
V16. Overall Inbound | 37.61 | −1.32 |
Number of cases in every segment | ||
Clusters | Cellars | |
Clusters | 1 | 2 |
2 | 57 | |
Valid cases | 59 | |
Lost | 1 |
Model | R | R-Squared | St. Error | Durbin-Watson | ||
---|---|---|---|---|---|---|
1 | 0.728 a | 0.529 | 13.56111 | 1.824 | ||
Model | B | Error | Beta (St. Cef.) | t | Sig. | |
(Constant) | 6.49 | 5.91 | 1.09 | 0.27 | ||
V1. Security and privacy | 3.07 | 2.09 | 0.30 | 1.47 | 0.14 | |
V2. Technology and data | 0.63 | 1.79 | 0.09 | 0.35 | 0.72 | |
V3. Content resources | −0.001 | 0.00 | −0.05 | −0.25 | 0.80 | |
V5. Product information | 5.11 | 2.69 | 0.42 | 1.89 | 0.06 | |
V6. Shop information | −1.42 | 2.38 | −0.10 | −0.59 | 0.55 | |
V7. Personalization | −10.27 | 4.36 | −0.39 | −2.35 | 0.02 | |
V8. Simplicity UX purchase | 1.06 | 4.70 | 0.04 | 0.22 | 0.82 | |
V9. Flexible distribution | 6.36 | 3.04 | 0.39 | 2.08 | 0.04 | |
V10. Customer service | −4.81 | 5.11 | −0.24 | −0.94 | 0.35 | |
V11. Mobile optimisation | −3.73 | 4.21 | −0.16 | −0.88 | 0.38 | |
V13. Number of Social Media | 1.97 | 2.02 | 0.20 | 0.97 | 0.33 | |
V14. Qualitative experience | 0.512 | 0.45 | 0.21 | 1.12 | 0.26 | |
V15. Level of digital development | −0.12 | 1.91 | −0.017 | −0.06 | 0.94 |
H1. The inbound dimensions might be used to rank the cellars on the internet. | Accepted |
H1 (1). The level of security and privacy might be used to rank the cellars on the internet. | Accepted |
H1 (2). The level of technology and data might be used to rank the cellars on the internet. | Accepted |
H1 (3). The level of content resources might be used to rank the cellars on the internet. | Rejected |
H1 (4). The level of search engine optimisation quality might be used to rank the cellars on the internet. | Rejected |
H1 (5). The level of e-commerce store growth might be used to rank the cellars on the internet. | Accepted |
H1 (6). The number of social media profiles might be used to rank the cellars on the internet. | Accepted |
H1 (7). The level of digital development might be used to rank the cellars on the internet. | Accepted |
H2. The inbound marketing criteria might be used to describe cellars’ segments. | Accepted |
H2 (1). The level of security and privacy might be used to describe cellars’ segments. | Rejected |
H2 (2). The level of technology and data might be used to describe cellars’ segments. | Accepted |
H2 (3). The level of content resources might be used to describe cellars’ segments. | Accepted |
H2 (4). The level of search engine optimisation quality might be used to describe cellars’ segments. | Rejected |
H2 (5). The level of e-commerce store growth might be used to describe cellars’ segments. | Accepted |
H2 (6). The number of social media profiles might be used to describe cellars’ segments. | Rejected |
H2 (7). The level of digital development might be used to describe cellars’ segments. | Rejected |
H3. The inbound marketing criteria influence cellars’ domain authority. | Accepted |
H3 (1). The level of security and privacy influences cellars’ domain authority. | Rejected |
H3 (2). The level of technology and data influences cellars’ domain authority. | Rejected |
H3 (3). The level of content resources influences cellars’ domain authority. | Rejected |
H3 (4). The level of search engine optimisation quality influences cellars’ domain authority. | Rejected |
H3 (5). The level of e-commerce store growth influences cellars’ domain authority. | Rejected |
H3 (6). The number of social media profiles influences cellars’ domain authority. | Rejected |
H3 (7). The level of digital development influences cellars’ domain authority. | Rejected |
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© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
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Díaz-Meneses, G.; Amador-Marrero, M.; Spinelli Guedes, C. The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands. Systems 2023, 11, 527. https://doi.org/10.3390/systems11110527
Díaz-Meneses G, Amador-Marrero M, Spinelli Guedes C. The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands. Systems. 2023; 11(11):527. https://doi.org/10.3390/systems11110527
Chicago/Turabian StyleDíaz-Meneses, Gonzalo, Maica Amador-Marrero, and Claudia Spinelli Guedes. 2023. "The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands" Systems 11, no. 11: 527. https://doi.org/10.3390/systems11110527
APA StyleDíaz-Meneses, G., Amador-Marrero, M., & Spinelli Guedes, C. (2023). The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands. Systems, 11(11), 527. https://doi.org/10.3390/systems11110527