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Digital analytics allows website owners to comprehend how their websites are used
DIGITAL ANALYTICS
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Executive SummaryDigital analytics allows website owners to comprehend how their websites are used, hence using the data to optimise customer experience on these websites while optimising their content offerings and marketing return on investment for business performance enhancement. The current report analyses digital analytics concepts as they apply to the Coventry Transport Museum’s website. The report is divided into three sections. The first is a literature review section that includes definitions of important terms, a discussion of different digital analytics concepts, and exploration of the role of digital analytics and websites in the development of a digital marketing strategy. The second section involves using digital analytics tools, digital marketing software, and digital marketing theories such as CRM to analyse and assess the Coventry Transport Museum’s website. The last section covers some recommendations for Coventry Transport Museum regarding bettering its digital strategy with a focus on its website.
Table of Contents
TOC o “1-3” h z u HYPERLINK l “_Toc33521261” Executive Summary PAGEREF _Toc33521261 h 2
HYPERLINK l “_Toc33521262” 1.0 Introduction PAGEREF _Toc33521262 h 3
HYPERLINK l “_Toc33521263” 2.0 Literature Review PAGEREF _Toc33521263 h 4
HYPERLINK l “_Toc33521264” 2.1 Definitions PAGEREF _Toc33521264 h 4
HYPERLINK l “_Toc33521265” 2.2 Key Themes PAGEREF _Toc33521265 h 5
HYPERLINK l “_Toc33521266” 2.2.1 Big Data Analytics PAGEREF _Toc33521266 h 5
HYPERLINK l “_Toc33521267” 2.2.2 Data Mining PAGEREF _Toc33521267 h 6
HYPERLINK l “_Toc33521268” 2.2.3 Data Visualisation PAGEREF _Toc33521268 h 6
HYPERLINK l “_Toc33521269” 2.2.4 Web Analytics and Clickstreams PAGEREF _Toc33521269 h 6
HYPERLINK l “_Toc33521270” 2.3 Role of Digital Analytics and Websites in Digital Marketing Strategy Development PAGEREF _Toc33521270 h 7
HYPERLINK l “_Toc33521271” 3.0 Analysis of Coventry Transport Museum Website PAGEREF _Toc33521271 h 7
HYPERLINK l “_Toc33521272” 3.1 General Analysis PAGEREF _Toc33521272 h 8
HYPERLINK l “_Toc33521273” 3.2 Qualitative Analysis PAGEREF _Toc33521273 h 8
HYPERLINK l “_Toc33521274” 3.3 Quantitative Analysis PAGEREF _Toc33521274 h 9
HYPERLINK l “_Toc33521275” 3.3.1 MOZBar PAGEREF _Toc33521275 h 9
HYPERLINK l “_Toc33521276” 3.3.2 SEOquake PAGEREF _Toc33521276 h 9
HYPERLINK l “_Toc33521277” 3.3.3 SEMRush Stats PAGEREF _Toc33521277 h 9
HYPERLINK l “_Toc33521278” 3.3.4 Web Traffic Displayer PAGEREF _Toc33521278 h 10
HYPERLINK l “_Toc33521279” 3.3.5 WooRank PAGEREF _Toc33521279 h 10
HYPERLINK l “_Toc33521280” 3.4 Marketing Theory and Frameworks PAGEREF _Toc33521280 h 10
HYPERLINK l “_Toc33521281” 4.0 Recommendations PAGEREF _Toc33521281 h 11
HYPERLINK l “_Toc33521282” Reference List PAGEREF _Toc33521282 h 13
HYPERLINK l “_Toc33521283” Appendices PAGEREF _Toc33521283 h 16
1.0 IntroductionIn the contemporary marketing world, key marketing decisions no longer rely on past experience and hypothetical predispositions. Rather, these decisions are driven and guided by analytics and Big Data, which are instrumental in generating influential marketing ideas and insights. Specifically, predictive data analytics enables enterprises to properly determine their return on investments while attaining tactical and strategic insights that culminate in ongoing business improvement, effective business strategies, and sound organisational decisions across departments and teams (Järvinen 2016; Lee et al 2001). Essentially, digital analytics offer businesses with rich data and insights into improving the performance of their websites, along with comprehending how their marketing campaigns influence conversion rates and customers’ journeys. Given this statement, the current report examines the application of digital analytics concepts in the Coventry Transport Museum’s context. Particularly, it includes a literature review on digital analytics and its role in digital marketing strategy development. Further, the essay analyses and evaluates the Coventry Transport Museum’s website using different digital analytics tools and digital marketing theories before offering recommendations for the institution to improve its digital strategy in connection with its website.
2.0 Literature Review2.1 DefinitionsRansbotham, Kiron, and Prentice (2015) define analytics as the process of using data and the associated business insights to guide and steer fact-based decisions, planning, execution, learning, measurement, and management within enterprises. These data and insights are created via applied analytical disciplines, techniques, and models such as contextual, cognitive, predictive, quantitative, and statistical models (Power et al. 2018; Ransbotham et al. 2015). So, analytics enables the discovery, interpretation, synthesis, and communication of meaningful data patterns, together with the applications of these patterns to drive effective decision making. Based on this definition, digital analytics is the process of analysing quantitative and qualitative data from businesses and their competition to drive incessant improvement of the online experiences for both clients and potential clients, translating in desired offline and online outcomes (Kaushik 2010).
2.2 Key ThemesDigital analytics relate to other key concepts that include Big Data analytics, data mining, data visualisation, web analytics, and clickstream.
2.2.1 Big Data AnalyticsDifferent researchers have examined the concept of Big Data analytics and the consensus among most of them is that it entails the identification, analysis, aggregation, manipulation, synthesis, management, and storage of relevant data to improve decision-making capabilities (Raghupathi and Raghupathi 2014; Sivarajah et al. 2017). Big Data analytics also enables institutions to address the challenge of locating and obtaining information in real-time when different data sets are dispersed across numerous unlinked data systems (Daniel 2015). Big Data analytics is part of digital analytics that plays a critical role in customer relationship management, market research, digital marketing, data visualisation, and client engagement (Harrison and Bukstein 2016). Also, Big Data analytics is instrumental to quality management, profitability augmentation, and cost reductions while minimising performance variability (Elgendy and Elragal 2014; Kolajo, Daramola, and Adebiyi 2019). Essentially, implementing a systematic, Big-Data-centred analytics strategy generates a sustainable competitive advantage.
2.2.2 Data MiningIn digital analytics, data mining encompasses the processes and techniques employed in deeper data exploration aiming at extracting value and relevant inferences from data sets to enable more accurate and strategic decisions (Power et al. 2018). The availability of digital analytics solutions and applications such as Google Analytics, AT Internet’s Analytics Suite, and social media analytics simplify data mining processes. Besides these digital analytics tools, other algorithms and methods employed in data mining include classification, association rule generation, frequent pattern mining, sequential pattern generation, and clustering (Benhlima 2018). These methods facilitate rapid extractions of the most relevant data and information without necessarily engaging computational efforts. Lee et al (2001) acknowledge that data mining techniques can be used in modelling websites in electronic commerce set-ups. In digital analytics, data must first be cleaned, transformed, and classified before being made available for data mining and other digital analytical functions. What this means is that data mining only deals with structured data, not unstructured and semi-structured data (Elgendy and Elragal 2014).
2.2.3 Data VisualisationIn digital analytics, data visualisation refers to the presentation of data points using pie, bar, and line charts, diagrams, maps, graphs, and pictures (Elgendy and Elragal 2014; Hanamanthrao and Thejaswini 2017). Data visualisation is essential in perceiving and comprehending data patterns and trends.
2.2.4 Web Analytics and ClickstreamsWeb analytics is a component of digital analytics that deals with collecting, measuring, analysing, and reporting web-based data aiming at comprehending and optimising website usage (Järvinen 2016; Kaushik 2010). Clickstreams are a tracking technique used as part of web analytics in recording user activities on websites to aid digital marketing research (Hanamanthrao and Thejaswini 2017; Kateja et al. 2014).
2.3 Role of Digital Analytics and Websites in Digital Marketing Strategy DevelopmentWhen Convert Transport Museum wants to develop its digital marketing strategy, digital analytics and its website play a key role. Digital analytics provides digital intelligence needed in comprehending how customers use the firm’s website, informing decisions that go into the organisation’s digital marketing strategy. Digital intelligence includes accurate data about audiences, channels, customer website-usage behaviours, key result areas, key performance indicators, and websites’ digital metrics (Power et al. 2018; Raghupathi and Raghupathi 2014). Also, digital analytics is necessary for examining both qualitative and quantitative digital data and measuring outcomes associated with this data to determine the aspects of continual improvement and website optimisation campaigns to include in the digital marketing strategy. Also, digital analytics allows businesses to test their objectives in determining whether the objectives align with customers’ needs, which provides insights into the digital marketing strategy. Furthermore, a blend of digital marketing analytics and web analytics translates customer behaviour into actionable business facts and provide a creative and fluid data-driven groundwork for building a profitable and scalable marketing strategy (Hudson 2019). Lastly, digital analytics provides two solutions, namely, social media monitoring (SMM) software and Web analytics (WA) used in measuring and improving digital marketing performance, thereby yielding data that is indispensable in digital marketing strategy design.
3.0 Analysis of Coventry Transport Museum Website3.1 General Analysis
The design of the Coventry Transport Museum’s website ( HYPERLINK “https://www.transport-museum.com/” https://www.transport-museum.com/) is appealing as it highlights the key information that the institution wishes to convey to the target online audiences. It includes information about the website designer (LightMedia), institutional partners, accessible quick links and popup links to additional information about the Museum, and the institution’s registration information. Other details captured in this website include cookie and privacy policies, links to social media (Twitter and Facebook), the Museum’s location, and a search icon that enables target online audiences to search specific themes relating to this institution.
3.2 Qualitative AnalysisCoventry Transport Museum’s website incorporates visual content into textual content. The visual content appears as images with enlightening text, infographics of ticket admissions and other items, the organisation’s logo, and signature branded images of partner firms such as European Union, Heritage Lottery, and Arts Council of England, among others. From the infographics, some service offerings of this Museum are identifiable, which include interactive exhibitions for schools, collections of outstanding feats of British engineering, and travel events. Furthermore, the website’s content reveals the institution’s working hours. The opening hours are between 10am and 5pm daily, from January 01 to December 31 except Christmas holiday when the Museum remains closed between December 24 and 26.
The website’s content design also makes it possible to deduce the Coventry Transport Museum’s goals. These goals include excellence in artistic and cultural experience, inclusiveness for everyone, ensuring children and young people experience the richness of the museum’s art, and educating and inspiring visitors through history. Furthermore, the website has clickable buttons and icons available to help in navigating the visual content. Besides these buttons and icons, it has a user-friendly navigation system that allows audiences to access and navigate through the information needed quickly and easily.
3.3 Quantitative AnalysisFive digital analytics tools, namely, MOZBar, SEMRush Stats, SEOquake, Woorank, and Web Traffic Displayer formed the basis for the quantitative analysis of the Museum’s website.
3.3.1 MOZBarThis analysis tool allowed for the instant generation of metrics on exposure metrics, page overlay, and page elements of the Coventry Transport Museum’s website. Based on the outcomes, this website has a page authority rating of 49 and a domain authority rating of 53 (See Appendix 1a). Compared to websites of other museums in Coventry (Coventry Watch Museum and Coventry Music Museum), this website has higher rankings as the page authority ratings of these two museums are 36 and 23 and their domain authority ratings are 31 and 35 respectively (See Appendix 1c).
3.3.2 SEOquakeThis tool showed the page rank, Alexa rank, backlinks, and keyword density of the Coventry Transport Museum’s website. This website has a higher page rank on SEMRush (1.05M) than on Bing (12. 3K) and Google (1.07K) (See Appendix 2).
3.3.3 SEMRush StatsThis digital analysis tool generated data about the backlink profile of the Museum’s website. Based on the data generated, the website has 5.8M backlink votes, 62.4 referral domains, and 61.7 referring IPs across five countries led by the U.S. (See Appendix 3).
3.3.4 Web Traffic DisplayerThis tool generated digital data about the traffic, advertising stack, and visitors of the Coventry Transport Museum’s website. Based on this tool, the estimated summary traffic is 613 sessions per day, 18.4 thousand sessions per month, and 6.72 million sessions annually.
3.3.5 WooRankThis digital analysis tool generates metrics relating to the Internet marketing effectiveness of the Coventry Transport Museum’s website up to February 2020. As per this tool that generates a dynamic grade out of a 100-point scale, this website has as a score of 52 points (See Appendix 5).
3.4 Marketing Theory and FrameworksThe marketing theories and frameworks relating to the analysis of the Coventry Transport Museum’s website include the consumer decision-making process (See Appendix 6), customer relationship management (CRM), and customer value creation. The consumer decision-making framework involves five steps: problem recognition, information search, alternatives’ evaluation, purchasing, and post-purchasing satisfaction (Professional Academy 2020). In the framework’s second step, search engines, websites such as that of the Coventry Transport Museum, and other digital marketing tools make information search easy. Regarding CRM, this website and other digital analytics tools are employed in analysing customer history and interactions with the institution towards improving business relationships with them and customising and personalising services to ensure retention (Anshari et al. 2018; Soliman 2011). Lastly, the customer value creation theory applies to this analysis in that the content and promotion messages on the Coventry Transport Museum’s website should be customised to create exceptional customer experiences that add value to visiting audiences (Dhangal 2020).
4.0 RecommendationsCoventry Transport Museum can improve its digital strategy through the enrichment of its website by adopting and implementing four recommendations. The first recommendation entails pursuing referral traffic to augment the website’s Internet marketing effectiveness. The data generated using WooRank made it evident that the online marketing effectiveness of this website is just above average with a score of 52 points. Leveraging referral traffic would help create and display valuable and enriched content that attracts audiences of people and institutions to link to it rather than persuading other sites to link back to this website (SEO.co 2020). This would increase traffic, efficiently boosting the online marketing effectiveness score to higher values.
The second recommendation is the implementation of search engine optimisation microdata. SEO microdata refers to a code language the design of which provides search engine programs with information about web content (Kumar 2012). When conducting the quantitative analysis of the Coventry Transport Museum’s website, it was not recognised by analytics tools such as SimilarWeb, Alexa Toolbar, VStat, and Open SEO Stats, among others. So, the rationale for this recommendation is to enable its recognition by such tools by making it easier for search engines to crawl for the website. Also, microdata would create rich snippets that display more data on search results webpages than it would be achieved through traditional listings (Kumar 2012). This would improve the indexing and ranking of this website, eventually enhancing its digital strategy.
The third recommendation is to improve efforts in leveraging social media marketing. The analysis established that the Coventry Transport Museum’s website links only to two social media (Facebook and Twitter). Contemporary digital marketing is characterised by a broad gamut of other social media besides these two, including Instagram, Reddit, Pinterest, Google+, and others that can be useful digital marketing tools. This institution needs to understand the need to be proactive because producing great content is one thing and getting people to find this content is another. So, it should customise its website to include links to more social media channels that offer personalised search results and allow traction, thereby promoting its content adequately to increase traffic (Järvinen 2016).
The last recommendation is to increase its focus on on-page search engine optimisation. On-page optimisation of the content for search engines supported by the Coventry Transport Museum’s website would involve creating additional internal links, speed-oriented Meta descriptions, and image SEO alt tags that boost the website’s organic traffic.
Reference ListAnshari, M., Almunawar, M. N., Lim, S. A., and Al-Mudimigh, A. (2018) ‘Customer relationship management and big data enabled: Personalization & customization of services’. Applied Computing and Informatics 15(2), 94-101.
Benhlima, L. (2018) ‘Big data management for healthcare systems: architecture, requirements, and implementation’. Advances in Bioinformatics, 2018.
Daniel, B. (2015) ‘Big Data and analytics in higher education: Opportunities and challenges’. British Journal of Educational Technology, 46(5), 904-920.
Dhangal, A. (2020 January) Top 14 ways to create a great customer experience strategy in 2019 [online]. Acquire. available from <https://acquire.io/blog/customer-experience-strategy/>.
Elgendy, N., and Elragal, A. (2014) Big data analytics: a literature review paper. In Industrial Conference on Data Mining (pp. 214-227). Springer, Cham.
Hanamanthrao, R., & Thejaswini, S. (2017) Real-time clickstream data analytics and visualization. In 2017 2nd IEEE International Conference on Recent Trends in Electronics, Information & Communication Technology (RTEICT) (pp. 2139-2144). IEEE.
Harrison, C. K., and Bukstein, S. (2016) Sport business analytics: Using data to increase revenue and improve operational efficiency. CRC Press.
Hudson, E. (2019 February) How to blend web analytics and digital marketing analytics to grow better, [online]. HubSpot, Inc. available from < https://blog.hubspot.com/marketing/digital-marketing-analytics>.
Järvinen, J. (2016) ‘The use of digital analytics for measuring and optimizing digital marketing performance’. Jyvaskyla studies in business and economics, (170).
Kateja, R., Rohith, A., Kumar, P., & Sinha, R. (2014, January) ‘VizClick visualizing clickstream data’. In 2014 International Conference on Information Visualization Theory and Applications (IVAPP) (pp. 247-255). IEEE.
Kaushik, A. (2010) Web analytics 2.0: The art of online accountability and science of customer centricity. John Wiley & Sons.
Kolajo, T., Daramola, O., and Adebiyi, A. (2019) ‘Big data stream analysis: A systematic literature review’. Journal of Big Data, 6(1), 47.
Kumar, A. (2012) How using microdata can improve your website SEO [online]. The Entrepreneur. available from <https://www.entrepreneur.com/article/223074>.
Lee, J., Podlaseck, M., Schonberg, E., & Hoch, R. (2001) ‘Visualization and analysis of clickstream data of online stores for understanding web merchandising’. Data Mining and Knowledge Discovery, 5(1-2), 59-84.
Martin, N. (2019), Why utilizing data in your digital marketing strategy is so essential [online]. Forbes. available from <https://www.forbes.com/sites/nicolemartin1/2019/10/22/why-utilizing-data-in-your-digital-marketing-strategy-is-so-essential/#1bcd577ed525>.
Power, D. J., Heavin, C., McDermott, J., and Daly, M. (2018) ‘Defining business analytics: An empirical approach’. Journal of Business Analytics, 1(1), 40-53.
Professional Academy, (2020) Marketing theories – Explaining the consumer decision making process [online]. Professional Academy. Available from < https://www.professionalacademy.com/blogs-and-advice/marketing-theories—explaining-the-consumer-decision-making-process>.
Raghupathi, W., and Raghupathi, V. (2014) ‘Big data analytics in healthcare: promise and potential’. Health Information Science and Systems, 2(1), 3.
Ransbotham, S., Kiron, D., and Prentice, P. K. (2015) ‘Minding the analytics gap’. MIT Sloan Management Review, 56 (3), 63– 68.
SEO.co. (2020) How to increase referral traffic to acquire more customers – the definitive referral traffic guide [online]. SEO.co. available from https://seo.co/referral-traffic/.
Sivarajah, U., Kamal, M. M., Irani, Z., and Weerakkody, V. (2017) ‘Critical analysis of Big Data challenges and analytical methods’. Journal of Business Research, 70, 263-286.
Soliman, H. S. (2011) ‘Customer relationship management and its relationship to the marketing performance’. International Journal of Business and Social Science, 2(10), 166-182.
AppendicesAppendix 1: Quantitative Analysis of the Museum Using MOZBar
Overview
Ranking Distribution
Comparative Domain (Overview)
Comparative Domain (Ranking Distribution)
Appendix 2: Quantitative Analysis of the Museum Using SEOquake
Appendix 3: Quantitative Analysis of the Museum Using SEMRush
Appendix 4: Quantitative Analysis of the Museum Using Web Traffic Displayer
Appendix 2: Quantitative Analysis of the Museum Using WooRank
Appendix 6: Consumer decision-making Process framework (Adapted from Professional Academy (2020))
All through the world, men have at all times been the upper gender since the start.
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All through the world, men have at all times been the upper gender since the start. Domestic violence is a vital problem that negatively affects women in the universe nowadays. The novel, The Color Purple involves the narrator Celie, who is a poor black lady and uneducated; Celie gets abused physically by both the husband and father. About 85% of females undergo domestic violence by family or friends. Sadly, domestic violence has had a huge responsibility in families, especially females, and has resulted in a lot of fatalities (Lee, 2020). Alice Walker, together with other female writers such as Toni Cade Bambara, and Gayl Jones, etc. intricate the idea of black revolution and union through elaborating that their ultimate ideals might not be attained in the absence of putting the focus on the association between black women and men and tackling the precise problem concerning black female lives. Violence, specifically on domestic grounds, hinders females’ growth and breaks their objectivity as it puts danger to women’s completeness and the creation of an entire African American nation.
In trailing the existence about one female, Celie, from early years of 1930s to around the middle 1940s, The Color Purple tells the embarrassment of brutality in the design of cruel social, financial and emotional calamity affecting the blacks, particularly females within the South rural in the early 20th century. Celie’s association with the husband and step-father is branded by sexual and psychological harassment in the male-controlled community in U.S. The epistolary type of description spoken to God in addition to the factual reporting tone looks like a stylistic method utilized by Alice to describe the vulnerability magnitude undergone by Celie to the extent of not even having the bravery to converse with her mom or other people the pain she was undergoing in life. The father to Celie is seen a “walking phallus” (Alice, 36) who attempts to get a replacement in her if the mom does not reply to his erotic desires. Thus Celie, only fourteen years old, is raped by the “father” recurrently. The rape’s explicit description makes the readers to completely oppose the hostility of child exploitation: “He never had a kind word to say to me. Just say you gonna do what your mammy would not. First, he put his thing up against my hip and sort of wiggle it around and grab hold my tithes. Then he pushes his thing around my pussy. When that hurt I cry. He starts to choke me saying you better shut up and get used to it.” (Alice, 19).
Similarly tragic is about the heartlessness with which “Pa” grabs Celie’s kids away and later organizes to get her wedded to an age-mate neighbor. Celie’s account of her marital sexual moment’s association with Albert is likewise desensitizing, whereby the conjugal deeds take the rape form. “Mr., come git me to take care of his rotten children. He never ast me nothing about myself. He clam on top of me and f**k and f**k, even when my head bandaged. Nobody ever love me. I say.” (Alice, 109). At a later date, Celie hears “Pa” is really not the genetic dad. However, the seeming incest that unlocks The Color Purple sets the atmosphere of sexual ferocity that pervades the book.
Celie bears a rape cruelty that makes her feel like her physique is scrappy and being controlled by the victimizers. The mixture of mental harassment and immediate bodily assault that Celie is put in on a daily basis leads to her some individuality loss and identity ( ). Her wedding to Mr. __ is seen as the close of ferocity on the side of her dad; however, it is a fresh start of brutality on the end of her spouse, whom she signifies as Mr. The male-controlled society offers the powers to a spouse that he may utilize his spouse however he needs. Celie comprehends the uselessness of her survival with his kids and Albert. Celie surrenders to his bad and agrees on all he does. Being called worthless and ugly mostly by the husband and “Pa”, she helplessly takes in their judgment.
She bears, only wanting to live, and to achieve that, she withdrawals into an emotionless state and severely limits her expressive existence. “It’s all I can do not to cry I make myself wood. I say to myself, Celle, you a tree. That how come I know trees fear man.” (Alice, 23). Celie, in times of severe bodily pain, converts into a “tree,” is an effective instance of “a woman’s” closeness to the inactive sorrow and nature pain (Mahalwar, 2019). In a similar manner, when persons praise her on just how moral she is to Mr. —-” s kids, Celie says, “I be good to them. But I don “t feel anything for them. Patting Harpo back not even like patting a dog. It is more like patting a piece of wood. Not a living tree, but a table, a chifforobe.”
This kind of contrasts with nature propose departure from emotion, dehumanization, a mindful coldness of a person from emotions, a mindful aloofness of a person from environs as an outcome of deficiency of self-esteem and self-worth. That is attested through Celie’s elimination of the words “I am” on the novels the first page. Likewise, her reception of her spouse’s cherished Avery Shug, which leads to a huge deal of mental ferocity on her, is additionally enough proof of the truth that she holds no individuality sense in her own appreciations. Mr. — gets the ill Shug for her treatment and commands Celie to remain in the chamber every time with her. Sofia’s queries concerning her endurance prompt Celie, and she puts out anger concerning every kinds of torment she underwent throughout her lifespan. Celie says that she cannot even recall when she last was mad, “I used to get mad at my mammy because she put a lot of work on me. Then I see how sick she is, I couldn’t stay mad at her. Could not be mad my daddy cause he, my daddy. Bible says Honor father and mother no matter what …. Sometimes Mr. _ get on me pretty hard….. But he, my husband. I shrug my shoulder. This life soon be over. I say. Heaven last all ways.”(Alice, 47). The harassment that she underwent, lead to the absence of direction and purpose in her existence. The lack of determined activity makes an opening in female’s lives. This has been debated by a lot critic, who had stated that with no drive, women misplace their real sense of who they are reason, being the drive is what provides the human outline to one’s existence (Dehghani, 2017). Gender repression is another key aspect functioning in the cruel paternal philosophy in which the father is the governor of the assets in the family, successfully giving him the authorization to disrespect his women. The term “domestic” suggests the feeling of protection, luxury, and the somewhere anyone may feel their own individuality. Though the many kinds of cruel violence such as rape and incest committed inside homes show the way, the associations of daughter, mother, sister, or wife have misplaced their significance for the male gender.
Celie’s search and drive for her self-identity is very lengthy. Her understanding of self-worth and self-identity rises with her acceptance of her body truth and past of her existence. She acquires backing from the ladies like Sofia, Shug, and Nettie that offer spiritual, material, financial and mental funding, whereas she is being exposed to the world by her marriage
. Celie’s realizes her life truth and reality with the assistance of Shug, after which she is conscious of her personality and individuality, studies to fight on her own, and acquire the inner voice skill. This Shug characteristic is a classic one inside the African-American societies that are racial. Nettie is the first individual to put some degree of sureness in Celie, whereas Shug trains her to believe in herself, which is essential for her mental liberty from colonization of Albert’s to her body and mind. Consequently, Alice Walker displays the capability of black females to rise out of direct submission to masculine oppression and authority to a situation of becoming an independent lady.
Alice Walker notes that domestic violence is dedicated to the wholeness and survival of a whole people, both female and male, by challenging oppressive powers. It’s seen that Celie studies about her body’s mystery, how to get economic liberty by permitting victimization and abuse from patriarch household. She studies from Nettie that for existence, struggle and resistance are required, although she is unaware of the procedure to use. She assumes contesting back may lead to issues, thus succumbs to masculine subjugation and authority to husband and father. Alice Walker confirms that the main to completeness is forgiveness. Celie forgives herself and her husband after the bad acts done to her.
Conclusion
The main themes of The Color Purple is to increase consciousness of the way black women face domestic violence, not just by being victimized for their skin color moreover by being mistreated by the males in their society. Women of color are and were victims of all types of violence, comprising of sexual violence in many places. In a male -conquered society, females find strength, joy, liberty away from harassment, and autonomy only if they back up each other. Alice walker forms women’s societal empowerment, a key focus of her book: as Celie’s tight link with Shug allows Celie to go free from harassment and grow a self-sense. Celie progressively recognizes that the culture of patriarchy that she underwent in the South is offensive to all women. Though, Shug teaches her that the ladies may be equivalent to males in knowledge, power, and in issues of finance and love. At the novel’s conclusion, Celie goes back to stay in Georgia; Celie is not prey of suffering and violence any longer, but a capable, Self-confident lady that understands she is independent and self-sufficient.
Works Cited
Dehghani, Mehdi. “Cultural imperialism and identity in Alice Walker’s Possessing the Secret of Joy.” The 14th International Culture & Power Conference: Identity and Identification, Cuenca, 22 a 24 de marzo de 2010. Ediciones de la Universidad de Castilla-La Mancha, 2017.
Lee, Toni. “Sexual Violence Against the Outsiders of Society in The Round House, Bitter in the Mouth, and The Color Purple.” (2020).
Mahalwar, Ms Gauri. “Human Emotions portrays “Violence” with reference to Alice Walker’s the Color Purple.” Lucknow, India 01 st September, 2019 (2019).
Walker, A (1982). The Color Purple. New York: Houghton Mifflin Harcourt Publishing Company.
DIFRS versus GAAP
IFRS versus GAAP
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Introduction
The International Accounting Standards Board (IASB) has been responsible for developing International Financial Reporting Standards (IFRS), which are currently applied in more than 100 countries. However, the US and UK have been using Generally Accepted Accounting Standards (GAAP). The original GAAP had major differences from IFRS, but the US Financial Accounting Standards Board (FASB) has been working with IASB to reduce the differences. Although there are numerous similarities between GAAP and IFRS, there are still significant differences between them (Ernst & Young, 2013). This paper explores approaches taken by the two standards in treating different components of books of accounts.
IFRS 8-1
According to the fair value measurement concept, firms should include fair values of their assets in books of accounts and hence, give an accurate picture of the value of the assets to stakeholders (Kimmel, Weygandt, & Kieso, 2013). FASB and GAAP describe steps that firms ought to use in order to adhere to the requirement of fair value measurement concept. One of the key steps is to update the values of the assets in the books of accounts so that the books reflect the current values and not historical values. Another vital step is to treat all assets in the same class in the same way (Kimmel et al., 2013). Updating of the values should affect all assets of the same type. Further, the current values should be reported in financial statements that are availed to stakeholders. However, there are some differences in the approaches taken by the two standards. GAAP requires firms to update the values of assets every time real value changes, while FASB requires firms to update the values at least once in a year. Also, FASB allows firms to revalue the fair value of operating assets, while GAAP does not allow the reevaluation unless a significant impairment occurs on an asset (Kimmel et al., 2013).
IFRS 9-1
The term ‘component depreciation’ is a method of calculating depreciation which involves separating different components of an asset and treating each component separately (Kimmel et al., 2013). Precisely, it means depreciating each part of one asset separately, rather than treating the asset as a whole during depreciation. The approach is applied in cases where an asset has different parts that vary in terms of usefulness and expected lifespan. As such, firms are required to apply the concept when depreciating an asset that is made up of different parts that have significantly varying benefits and expected lifespan (Kimmel et al., 2013). A good example is a firm’s production machinery that comprises of a computer processing unit and a main housing. The computer processing unit has a useful life of five years and its salvage value is $300. On the other hand, the main housing is expected to last for the next fifty years and its salvage value is expected to be $ 4000. It is vital for a firm with such production machinery to treat the two different parts independently when calculating depreciation.
IFRS 9-2
Reevaluation simply means changing the book value of a firm’s asset to a fair value (Bellandi, 2012). Precisely, the concept describes a process in which a firm changes the value of an asset in books of accounts as a result of a change in the real value of the asset. Firms are required to apply the concept when satiations emerge that lead to a change in the real value of one or more of its assets (Ernst & Young, 2013). A good example is a situation in which the value of land and buildings increases as a result of economic changes. In such a case, a firm should re-value its buildings and land in the books of account so that the books reflect the current value. Further, the concept requires firms to be consistent during re-evaluation; they should treat all assets of the same type in the same manner. For instance, re-evaluation of buildings should apply to all buildings of a firm (Ernst & Young, 2013).
IFRS 9-3
When recording product development expenditures, some are classified as expenses and others as costs. Development expenditures that do not lead to an improvement in the expected returns of a product are recorded as expenses. On the other hand, development expenditures that lead to improvement in the productivity of a product are recorded as costs (Bellandi, 2012). During product development, a firm determines whether to record development expenditure as a cost or an expense through checking whether the feasibility of the product being developed is achieved. Development expenditure that is incurred before a product becomes feasible is recorded as an expense, while the expenditures recorded after the product becomes feasible are recorded as costs (Bellandi, 2012).
IFRS 10-2
In simple terms, contingent liability is described by IFRS as an obligation that is likely to occur in future (Needles, Powers, & Crosson, 2012). Under IFRS guidelines, such obligations are not included in financial statements. A good example is a situation in which chemicals spill off from a firm into a nearby river that drains into a sea, leading to death of fish and other creatures in the sea. In such a case, the firm involved expects that it is likely going to be fined by government agencies that play the role of protecting the environment in the future (Needles et al., 2012). The fine that the firm expects to pay even before it is imposed by environmental regulation agencies is a contingent liability. The information about the expected fine may be reported to stakeholders, but the fine should not be included in financial statements.
IFRS 10-3
There are also several similarities in the way IFRS and GAAP explain how accounting for liabilities should be treated. For instance, both require firms to report the fair value of investments in financial accounts, rather than historical costs. Both have similar approaches to the accounting for operating assets (Bellandi, 2012). Both standards have similar as approaches to the calculation of depreciation of long-term assets. In the valuation of inventory, both standards require firms to apply the lower-of-cost-or-market rule (Bellandi, 2012). There are several differences the two standards explain how accounting for liabilities should be treated. The guidelines for IFRS require that liabilities be reported in a reverse order with regard to liquidity, while the guidelines for GAAP require that that the order of liabilities be based on their liquidity (Bellandi, 2012). Secondly, the guidelines for IFRS require firms to use effective interest method only when reporting interest expenses, while GAAP allows firms to use straight-line method in addition to the effective interest method (Bellandi, 2012). As well, IFRS requires firms to classify liabilities as current or non-current, while that is not a requirement in GAAP (Bellandi, 2012).
Conclusion
Overall, IFRS and GAAP offer guidelines regarding how different components of books of accounts of firms should be treated. As indicated in the above analysis, the standards explain various accounting concepts that firms should embrace or adhere to. Although there are numerous similarities between the standards, there are significant differences in their approaches.
References
Bellandi, F. (2012). The Handbook to IFRS Transition and to IFRS U.S. GAAP Dual Reporting. West Sussex: John Wiley & Sons
Ernst & Young (2013). International GAAP 2013: Generally Accepted Accounting Principles under International Financial Reporting Standards. West Sussex: John Wiley & Sons
Kimmel, P. D., Weygandt, J. J., & Kieso, D. E. (2013). Financial Accounting: Tools for business decision making (7th ed.). Hoboken, NJ: Paul D. Kimmel
Needles, B., Powers, M. & Crosson, S. (2012). Principles of Accounting, Chapters 1-13. New York, NY: Cengage Learning. Necessarily