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Measuring Effectiveness Of Internet Advertisement

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Author Info

  • ISKRA POPOVA

    (Department of Computer and System Science Stockholm University, Sweden)

  • TANAWAT TANGLERTPANYA

    (Department of Computer and System Science Royal School of Technology, Sweden)

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    Abstract

    The 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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    File URL: http://academicpublishingplatforms.com/downloads/pdfs/pieb/volume7/201103202144_13_PIEB_V7_Sweden_IskraPopova_et_al_Effectiveness_Internet_Advertisement.pdf
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    File URL: http://academicpublishingplatforms.com/article.php?journal=PIEB&number=7&article=278
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    Bibliographic Info

    Article provided by Prague Development Center in its journal Perspectives of Innovation in Economics and Business (PIEB).

    Volume (Year): 7 (2011)
    Issue (Month): 1 (January)
    Pages: 51-54

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    Handle: RePEc:pdc:jrpieb:v:7:y:2011:i:1:p:51-54

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    Related research

    Keywords: Internet advertisement; web analytics; return on marketing investment; Google Analytics; ROMI;

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