Understanding the Digital Marketing Environment with KPIs and Web Analytics

José Ramón Saura, Pedro Palos-Sánchez and Luis Manuel Cerdá Suárez
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José Ramón Saura: Department of Business and Economics, Rey Juan Carlos University, Paseo Artilleros s/n, Madrid 28027, Spain
Pedro Palos-Sánchez: Department of Business Management, University of Extremadura, Av. Universidad, s/n, Cáceres 10003, Spain
Luis Manuel Cerdá Suárez: Department of Business Organization and Marketing and Market Research, International University of La Rioja, Av. de la Paz, 137, Logroño 26006, La Rioja, Spain

Future Internet, 2017, vol. 9, issue 4, 1-13

Abstract: In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance Indicators (KPIs) can and should play an important role in marketing strategy formulation. It is the aim of this article to survey the various DM metrics to determine and address the following question: What are the most relevant metrics and KPIs that companies need to understand and manage in order to increase the effectiveness of their DM strategies? Therefore, to achieve these objectives, a Systematic Literature Review has been carried out based on two main themes (i) Digital Marketing and (ii) Web Analytics. The search terms consulted in the databases have been (i) DM and (ii) WA obtaining a result total of n = 378 investigations. The databases that have been consulted for the extraction of data were Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. In this study, we define and identify the main KPIs in measuring why, how and for what purpose users interact with web pages and ads. The main contribution of the study is to lay out and clarify quantitative and qualitative KPIs and indicators for DM performance in order to achieve a consensus on the use and measurement of these indicators.

Keywords: internet; digital marketing; web analytics; KPI; measurement (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (20)

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