Measuring Effectiveness Of Internet Advertisement
AbstractThe article describes a software package created to measure the return on marketing investment for organizations involved in e-commerce. It is based on web application technology and includes a database system which makes it suitable for use by consultancy companies involved in offering evidence and advice regarding marketing strategies of their customers. A complete solution consisting of the structure for the database, the user friendly interface and the constellation for the network infrastructure is presented. The first tests in a Swedish based company Adonline, showed that it significantly reduces the time necessary for the analysis of return on marketing investment and the effort in creating reports for their customers.
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Bibliographic InfoArticle provided by Prague Development Center in its journal Perspectives of Innovation in Economics and Business (PIEB).
Volume (Year): 7 (2011)
Issue (Month): 1 (January)
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Web page: http://academicpublishingplatforms.com/journal.php?journal=PIEB
More information through EDIRC
Internet advertisement; web analytics; return on marketing investment; Google Analytics; ROMI;
Find related papers by JEL classification:
- C8 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs
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