Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing

David Bowie, Alexandros Paraskevas and Anastasia Mariussen
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David Bowie: Oxford School of Hospitality Management, Oxford Brookes University, Oxford, UK
Alexandros Paraskevas: LHST, University of West London, London, UK
Anastasia Mariussen: Oslo School of Management, Oslo, Norway

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 4, 1-16

Abstract: Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers.

Date: 2014
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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