The use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in service to the firm’s overall strategy. Foundational marketing theory and research concerning the origin of consumer value and the primary importance of the consumer decision journey to strategy formation offer a pathway to evaluating digital marketing tools and analysis in a strategic and theoretically sound manner. This paper builds on seminal marketing thought to propose a conceptual framework that places use of digital marketing analytics tools...
Digital marketing is more cost-effective, agile and easier to monitor than traditional marketing met...
The advancements in the marketplace and reactions of market actors are the key factors in the histor...
Digital marketing has a long-term impact on corporate sector marketing strategy and helps to attain ...
The use of analytics data in digital marketing has had a profound impact on the way marketers create...
Over the last two decades, digital analytics has evolved from simply monitoring clicks to ever more ...
Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity b...
World is going through digital transformation era and customers are spending most of their times onl...
Abstract Digital technologies are key to achieving competitive advantage across marke...
Over the last two decades, digital analytics has evolved from simply monitoring clicks to ever more ...
The firms and the Marketers are faced with new opportunities and challenges within this digitalized ...
The new digital era requires firms to be explorative by experimenting with new tools, channels and o...
Purpose – This paper aims to establish how strategic target-market selection decisions are shaped, c...
Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), th...
In today's extremely competitive business environment, digital marketing has evolved into an essenti...
All businesses approved many tactics where digital marketing is the unsurpassed one that is so flexi...
Digital marketing is more cost-effective, agile and easier to monitor than traditional marketing met...
The advancements in the marketplace and reactions of market actors are the key factors in the histor...
Digital marketing has a long-term impact on corporate sector marketing strategy and helps to attain ...
The use of analytics data in digital marketing has had a profound impact on the way marketers create...
Over the last two decades, digital analytics has evolved from simply monitoring clicks to ever more ...
Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity b...
World is going through digital transformation era and customers are spending most of their times onl...
Abstract Digital technologies are key to achieving competitive advantage across marke...
Over the last two decades, digital analytics has evolved from simply monitoring clicks to ever more ...
The firms and the Marketers are faced with new opportunities and challenges within this digitalized ...
The new digital era requires firms to be explorative by experimenting with new tools, channels and o...
Purpose – This paper aims to establish how strategic target-market selection decisions are shaped, c...
Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), th...
In today's extremely competitive business environment, digital marketing has evolved into an essenti...
All businesses approved many tactics where digital marketing is the unsurpassed one that is so flexi...
Digital marketing is more cost-effective, agile and easier to monitor than traditional marketing met...
The advancements in the marketplace and reactions of market actors are the key factors in the histor...
Digital marketing has a long-term impact on corporate sector marketing strategy and helps to attain ...