Performance Measurement of Advertising Actions: Can Web-Metrics Improve Management Control Processes?

Nicola G. Castellano () and Roberto Gobbo ()
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Nicola G. Castellano: University of Macerata
Roberto Gobbo: University of Macerata

A chapter in Strengthening Information and Control Systems, 2016, pp 95-105 from Springer

Abstract: Abstract The aim of the paper is to describe, through a preliminary case study, how to measure the outcomes of a traditional advertising campaign through web-metrics, which are usually adopted to evaluate the success of the company communication via the Internet. The results clearly show that web-metrics (compared to traditional thought-recall/listing measures), allow wider and multi-faceted insights about the customer response to advertising. Furthermore, web-metrics overcome the traditional measures in terms of timeliness of information, and for what concern the time and costs needed for data gathering and elaboration.

Keywords: Performance measures; Web metrics; Effectiveness of advertising campaign; Brand awareness (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-26488-2_7

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DOI: 10.1007/978-3-319-26488-2_7

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