Measuring effectiveness of internet advertisement

• Autorzy: Iskra Popova , Tanawat Tanglertpanya
• Języki publikacji: EN

Abstrakty

EN

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.(original abstract)

Słowa kluczowe

EN

Internet advertising; Marketing strategy; Computer software; e-commerce

PL

Reklama w internecie; Strategia marketingowa; Oprogramowanie komputerowe; Handel elektroniczny

• Czasopismo: Perspectives of Innovations, Economics and Business
• Rocznik: 2011
• Tom: 7
• Numer: nr 1
• Strony: 51--54

Twórcy

autor

Iskra Popova

• Stockholm University, Sweden

autor

Tanawat Tanglertpanya

• Royal School of Technology

Bibliografia

• Chris, N., David, G., 2010. "Facebook becomes a bigger hit than Google as sociability clicks with US web users," Financial Times Europe, March 17, p.1
• Clifton, B., 2008. "Advanced Web metrics with Google Analytics," Second edition, Sybex
• Plummer, J., Rappaport, S., Hall, T., Barocci, R., 2007. "The online advertising playbook," John Wiley & Sons, New York
• Tanglertpanya, T., 2010. "Return on marketing investment (ROMI) tool," Ms. Thesis, KTH
• Wall, A., 2006. "Search engine optimization book," Sybex, pp.151-80