Review paper
Understanding the Digital Marketing Environment with KPIs and Web Analytics
Abstract
In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance Indicators (KPIs) can and should play an important role in marketing strategy formulation. It is the aim of this article to survey the various DM metrics to determine and address the following question: What are the most relevant metrics and KPIs that companies need to understand and manage in order to increase the effectiveness of their DM strategies? Therefore,...
Paper Details
Title
Understanding the Digital Marketing Environment with KPIs and Web Analytics
Published Date
Nov 4, 2017
Journal
Volume
9
Issue
4
Pages
76 - 76
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