Perspectives of Innovations, Economics and Business

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Volume 7
Issue 1
Online publication date 2011-01-16
Title Measuring effectiveness of internet advertisement
Author Iskra Popova, Tanawat Tanglertpanya
Abstract 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.
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
Keywords Internet advertisement, web analytics, return on marketing investment, Google Analytics, ROMI
Pages 51-54
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