MEASURING EFFECTIVENESS OF INTERNET ADVERTISEMENT

Iskra Popova and Tanawat Tanglertpanya
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Iskra Popova: Department of Computer and System Science Stockholm University, Sweden
Tanawat Tanglertpanya: Department of Computer and System Science Royal School of Technology, Sweden

Perspectives of Innovation in Economics and Business (PIEB), 2011, vol. 7, issue 1, 51-54

Abstract: 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.

Keywords: Internet advertisement; web analytics; return on marketing investment; Google Analytics; ROMI (search for similar items in EconPapers)
JEL-codes: C8 (search for similar items in EconPapers)
Date: 2011
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