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Measuring Effectiveness Of Internet Advertisement

Author

Listed:
  • ISKRA POPOVA

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

  • TANAWAT TANGLERTPANYA

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

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.

Suggested Citation

  • Iskra Popova & Tanawat Tanglertpanya, 2011. "Measuring Effectiveness Of Internet Advertisement," Perspectives of Innovation in Economics and Business (PIEB), Prague Development Center, vol. 7(1), pages 51-54, January.
  • Handle: RePEc:pdc:jrpieb:v:7:y:2011:i:1:p:51-54
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    More about this item

    Keywords

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

    JEL classification:

    • C8 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs

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