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Measuring Effectiveness of Internet Advertisement
Stockholm University, Faculty of Social Sciences, Department of Computer and Systems Sciences.
KTH, student, Institutionen för data- och systemvetenskap, Systemanalys och programdesign.
2011 (English)In: International cross-industry research journal, Vol. 7Article in journal (Refereed) Published
Abstract [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.

Place, publisher, year, edition, pages
Prague: Prague Development Center s.r.o (PRADEC) , 2011. Vol. 7
Keyword [en]
Internet advertisement, Web analytics, Return on Marketing Investment, Google Analytics, ROMI
National Category
Information Systems
Research subject
Computer and Systems Sciences
URN: urn:nbn:se:su:diva-68739OAI: diva2:473294
Available from: 2012-01-05 Created: 2012-01-05

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