Understanding the Digital Marketing Environment with KPIs and Web Analytics

  title={Understanding the Digital Marketing Environment with KPIs and Web Analytics},
  author={Jos{\'e} Ram{\'o}n Saura and Pedro Palos-S{\'a}nchez and Luis Manuel Cerd{\'a} Su{\'a}rez},
  journal={Future Internet},
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… CONTINUE READING
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