The different types of metrics and KPIs available: “quantitative” vs. “qualitative”

Laurent Florès

Chapter Chapter 3 in How to Measure Digital Marketing, 2014, pp 47-88 from Palgrave Macmillan

Abstract: Abstract Measuring without an analytic framework is a pointless exercise: the AIDA model allows the objectives targeted by digital marketing and its effectiveness to be articulated.

Keywords: Internet User; Page View; Purchase Intent; Unique Visitor; AIDA Model (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34069-6_3

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DOI: 10.1057/9781137340696_3

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