Joel Järvinen

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a r t i c l e i n f o Keywords: Case study Digital marketing Industrial business Performance measurement Web analytics This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement(More)
There is growing debate about whether companies’ investments in social media really pay off. This research attempts to contribute to this discussion by investigating the relationship between a firm’s social media activity and two outcomes, namely, company reputation and firm financial performance. Two propositions are developed based on theory and tested(More)
The digital world is making customer behavior visible and measurable. However, the relationship between e-marketing and sales is often elusive in businesses where transactions occur offline. The goal of this study is to describe how Web analytics can be exploited for linking e-marketing performance with industrial sales. The findings show that Web analytics(More)
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