The use of digital analytics for measuring and optimizing digital marketing performance
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 attempts to
measure marketing performance. The emergence of digital analytics tools (e.g.,
Web analytics) has raised optimism of improved measurability due to its ability
to track customer behavior in the digital environment. However, research lacks
a clear understanding of the opportunities and limitations of digital analytics,
and what it takes from an organization to make the most of its usage. The
dissertation advances the knowledge in this area by investigating how
industrial companies can use digital analytics for measuring and optimizing
digital marketing performance.
The primary data of this dissertation come from three case studies that examine
the use of digital analytics from different angles. The first case study explores
the use of digital analytics for overcoming universal marketing performance
measurement challenges; the second case study investigates the organizational
processes for measuring digital marketing performance through the
use of digital analytics; the third case study takes a step further and studies how
digital analytics data can be harnessed for optimizing digital marketing performance.
The findings confirm that digital analytics produces data that can be used
for measuring and optimizing digital marketing performance but its real value
is determined by an organization’s ability to process the data into meaningful
insights and act upon those insights to continuously improve results. Overall,
the findings suggest that the greater use of digital analytics can be seen as a
movement toward data-driven marketing where marketing decisions are based
on information rather than experience and intuition. While demonstrating the
benefits that companies may gain from the use of digital analytics, the dissertation
also discusses the dangers of relying on digital analytics data that may lead
organizations to maximize short-term revenue generation at the expense of
long-term marketing performance.
...
Publisher
University of JyväskyläISBN
978-951-39-6777-2ISSN Search the Publication Forum
1457-1986Keywords
mitattavuus mittaaminen digitaaliset ympäristöt analytics business-to-business marketing case study data-driven marketing digitalization marketing performance measurement organizational perspective Tapaustutkimus digitaalinen markkinointi analyysi mittaus havainnointi optimointi yritysmarkkinointi digitalisaatio organisaatiot yritykset tulokset vaikutukset data informaatio
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