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. doi:10.1016/j.indmarman.2015.04.009
Published inIndustrial Marketing Management
© 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. ...
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