A REVIEW ON MARKETING ACTIVITIES EFFECTIVENESS EVALUATION METRICS

Effectiveness of Personalization Techniques on Marketing Activities

Effectiveness of Interventions Based on Social Marketing Theory in Promoting Healthy Eating Habits: A Systematic Review

Aims: Social marketing is one of the approaches that is effective in promoting healthy eating behaviors by affecting different levels of target audience behaviors. The purpose of the present study was to determine the effectiveness of interventions based on social marketing theory in promoting healthy eating behaviors. Information & Methods: In order to identify interventions, Persian and Engl...

IT vs. Marketing: Efficiency and Effectiveness Evaluation

Owing to budget constraints, managers should balance the expenditure requirement of IT and marketing department. This paper offers a new method to evaluate the importance of IT department and marketing department. It introduces the triangular three-stage DEA model to measure the expenditure efficiency and effectiveness. Using the data of the hotel industry of Macao, it shows that IT and marketi...

A Review on Evaluation Metrics for Data Classification Evaluations

Evaluation metric plays a critical role in achieving the optimal classifier during the classification training. Thus, a selection of suitable evaluation metric is an important key for discriminating and obtaining the optimal classifier. This paper systematically reviewed the related evaluation metrics that are specifically designed as a discriminator for optimizing generative classifier. Genera...

Marketing Metrics: Note for Marketing Managers

This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University...