A Measurement Model for Online Marketing Performance: Step and Analytic Processes
- Author Hamid Reza Keihani
- DOI
- Country : India
- Subject : Commerce
Keywords : Online marketing, Measurement Model, Process, Performance, Efficiency
Abstract
This paper explores the value of the online marketing and measurement model. The researchers develop an online marketing and measurement model as a simple, structured, five step process to infuse this much needed thinking. The findings reports the lack of structured thinking about what the real purpose of the online marketing campaign and a lack of an objective set of measures with which to identify success or failure. The results show that current given measurement model can be the foundation of individuals’ web analytic efforts. This measurement model in present process might help accomplish business objectives in online marketing and answer many relevant questions.
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