Measuring effectiveness of internet advertisement

• Authors: Iskra Popova , Tanawat Tanglertpanya
• Languages of publication: EN

Abstracts

EN

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

EN

Internet advertisement; web analytics; return on marketing investment; Google Analytics; ROMI

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Prague Development Center, Czech Republic
• Journal: Perspectives of Innovations, Economics and Business
• Year: 2011
• Volume: 7
• Issue: 1
• Pages: 51-54

Dates

published

2011-01-16

Contributors

author

Iskra Popova

• Department of Computer and System Science, Stockholm University, Sweden

author

Tanawat Tanglertpanya

• Prague Development Center, Czech Republic

References

• Chris, N., David, G., 2010. “Facebook becomes a bigger hit than Google as sociability clicks with US web users,” Financial Times Europe, March 17, p.1.
• Clifton, B., 2008. “Advanced Web metrics with Google Analytics,” Second edition, Sybex.
• Plummer, J., Rappaport, S., Hall, T., Barocci, R., 2007. “The online advertising playbook,” John Wiley & Sons, New York.
• Tanglertpanya, T., 2010. “Return on marketing investment (ROMI) tool,” Ms. Thesis, KTH
• Wall, A., 2006. “Search engine optimization book,” Sybex, pp.151-80

Identifiers

DOI

http://dx.doi.org/10.15208/pieb.2011.12