IDEAS home Printed from https://ideas.repec.org/h/spr/lnichp/978-3-319-26488-2_7.html
   My bibliography  Save this book chapter

Performance Measurement of Advertising Actions: Can Web-Metrics Improve Management Control Processes?

In: Strengthening Information and Control Systems

Author

Listed:
  • Nicola G. Castellano

    (University of Macerata)

  • Roberto Gobbo

    (University of Macerata)

Abstract

The aim of the paper is to describe, through a preliminary case study, how to measure the outcomes of a traditional advertising campaign through web-metrics, which are usually adopted to evaluate the success of the company communication via the Internet. The results clearly show that web-metrics (compared to traditional thought-recall/listing measures), allow wider and multi-faceted insights about the customer response to advertising. Furthermore, web-metrics overcome the traditional measures in terms of timeliness of information, and for what concern the time and costs needed for data gathering and elaboration.

Suggested Citation

  • Nicola G. Castellano & Roberto Gobbo, 2016. "Performance Measurement of Advertising Actions: Can Web-Metrics Improve Management Control Processes?," Lecture Notes in Information Systems and Organization, in: Daniela Mancini & Renata Paola Dameri & Elisa Bonollo (ed.), Strengthening Information and Control Systems, pages 95-105, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-26488-2_7
    DOI: 10.1007/978-3-319-26488-2_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:lnichp:978-3-319-26488-2_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.