The use of Web analytics for digital marketing performance measurement
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50(October), 117-127. https://doi.org/10.1016/j.indmarman.2015.04.009
Published in
Industrial Marketing ManagementDate
2015Copyright
© 2015 Elsevier Inc. This is a final draft version of an article whose final and definitive form has been published by Elsevier. Published in this repository with the kind permission of the publisher.
This study proposes that the benefits gained from marketing performance measurement are determined by how
an organization exploits the metrics system under specific circumstances. For this purpose, the authors review
performance measurement literature and apply it to the use of Web analytics, which offers companies a metrics
system to measure digital marketing performance. By performing an in-depth investigation of the use of Web analytics
in industrial companies, the study shows that an organization's efforts to use marketing metrics systems
and the resulting outcomes cannot be understood without considering the reasoning behind the chosen metrics,
the processing of metrics data, and the organizational context surrounding the use of the system. Given the continuously
growing importance of digital marketing in the industrial sector, this study illustrates how industrial
companies characterized by complex selling processes can harness Web analytics to demonstrate how digital
marketing activities benefit their businesses.
...
Publisher
Elsevier Inc.ISSN Search the Publication Forum
0019-8501Keywords
Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/25253765
Metadata
Show full item recordCollections
- Kauppakorkeakoulu [1343]
Related items
Showing items with similar title or keywords.
-
The use of digital analytics for measuring and optimizing digital marketing performance
Järvinen, Joel (University of Jyväskylä, 2016)Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their ... -
Applying machine learning to marketing : implementation and management of a next best offer recommendation model in the financial industry
Valtonen, Anna (2020)This Master’s Thesis researches how a predictive analytics next best offer (NBO) recommendation model is developed, implemented and managed in a Finnish retail bank. This Thesis studies how the NBO model is strategically ... -
Big data analytics capability, marketing agility, and firm performance : a conceptual framework
Vesterinen, Mikko; Mero, Joel; Skippari, Mika (Routledge, 2024)This study proposes that the proficient use of big data enables organizations to respond swiftly to market opportunities and threats, leading to positive business outcomes. Drawing on research from marketing, information ... -
E-commerce analytics as B2B sales and marketing performance enabler : a case study in spare parts business
Ylinen, Sari (2019)Verkkokaupankäynnistä kerättävä analytiikka on kasvava ala, ja sen suosio yritystenvälisessä liiketoiminnassa on nousussa. Verkkokauppaliiketoiminta on saanut huomioita akateemiselta yhteisöltä, mutta se miten verkkokaupoista ... -
Crowdsourcing in the social media era: A case study of industrial marketers
Simula, Henri; Töllinen, Aarne; Karjaluoto, Heikki (North American Business Press, 2013)In recent years crowdsourcing has increased in popularity as a method of gathering new ideas and innovations outside the organization. To make crowdsourcing work, there is a basic requirement to make external parties ...