نتایج جستجو برای: marketing metrics

تعداد نتایج: 117896  

Journal: :Eskişehir Technical University Journal of Science and Technology A - Applied Sciences and Engineering 2019

Journal: :Journal of Innovation & Knowledge 2021

In the last decade, use of Data Sciences, which facilitate decision-making and extraction actionable insights knowledge from large datasets in digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on measures to improve management Sciences remains scarce. To bridge this gap literature, present study aims review (i) methods analysis, (ii) use...

2015
Dora Simões Sandra Filipe

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relati...

Journal: :Future Internet 2017
José Ramón Saura Pedro Palos-Sánchez Luis Manuel Cerdá Suárez

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 th...

پایان نامه :وزارت علوم، تحقیقات و فناوری - دانشگاه تربیت مدرس - دانشکده مهندسی 1387

abstract this paper discusses several commonly used models for strategic marketing¹ including market environmental analysis methods (i.e. swot and pest analysis) and strategic marketing tools and techniques (i.e. boston matrix and shell directional policy matrix)and shows how these models may help a firm to achieve its strategic goals. at first, the main reason for doing this research is de...

2002
Nikhilesh Dholakia Anil Pandya

Conceptualising B2C businesses as an innovative class of technology-infused services yields insights into the factors that may lead to success or failure of such businesses. This paper draws from and adapts concepts from services marketing literature and recent thinking on Internet service metrics to present a framework for understanding and analysing B2C businesses.

2009
David B. Stewart Michael T. Ewing Dineli R. Mather

This research seeks to temper the enthusiasm surrounding viral marketing by claiming that there is no such thing as a pure viral marketing campaign and that the successes of many campaigns labeled ‘viral’ are due to many factors including traditional mass communication. The article presents a conceptual framework for viral marketing, inspired by epidemic modeling and the theory of branching pro...

Journal: :JGIM 2014
Jinghua Huang Jing Zhang Yangfan Li Zhepeng Lv

The increasing use of micro-blogging as a marketing tool has increased research attention on usage and business value of enterprise micro-blogging. Based on research on information system (IS) usage and resourcebased view (RBV) theory, this study develops a model to reveal the mechanism of business value creation of enterprise micro-blogging. The model consists of metrics on micro-blogging usag...

2013
Pavel Kireyev Koen Pauwels Sunil Gupta

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to...

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