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    Wyświetlanie 1-3 z 3
    Tytuł:
    Dashboard : concept and application in the measurement of marketing effectiveness
    Autorzy:
    Golik-Górecka, G.
    Powiązania:
    https://bibliotekanauki.pl/articles/94899.pdf
    Data publikacji:
    2013
    Wydawca:
    Szkoła Główna Gospodarstwa Wiejskiego w Warszawie. Wydawnictwo Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie
    Tematy:
    marketing
    dashboard
    marketing metrics
    marketing effectiveness
    paths of marketing metrics
    tablica rozdzielcza
    skuteczność marketingu
    Opis:
    This article attempts to bring closer idea of using a dashboard tool to measure the effectiveness of marketing activities. It presented barriers, base elements, how to create a dashboard development path. Today's dashboard solutions have the potential to collect, integrate, analyse and present reports in various contexts of the study and meet all expectations of companies and researchers. It now appears, therefore, that the companies that use the tools of marketing analytic dashboard, have the biggest chance for success on the market.
    Źródło:
    Information Systems in Management; 2013, 2, 2; 125-135
    2084-5537
    2544-1728
    Pojawia się w:
    Information Systems in Management
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The use of marketing indicators in Poland — towards evidence-based management
    Autorzy:
    Kozielski, Robert
    Wilczewska, Donata
    Powiązania:
    https://bibliotekanauki.pl/articles/11541826.pdf
    Data publikacji:
    2023-03-30
    Wydawca:
    Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
    Tematy:
    marketing metrics
    evidence-based management
    effectiveness of marketing
    Opis:
    The growing trend of evidence-based management (EBM) in recent years is rooted in praxeology, but also in the concept of evidencebased practice (EBP). This concept is based on the belief that all decisions and actions should be based on the most current and best available knowledge, including knowledge and information derived from research. This is particularly true for marketing decisions. The primary medium of information in marketing is marketing metrics. Their extensive use enables making effective decisions. The purpose of the article is to identify the scope of usage of marketing metrics on the Polish market as part of an EBM approach. The paper is based on the survey conducted on a sample of 89 marketing managers in November 2022 among participants and graduates of The Chartered Institute of Marketing (CIM) programmes. The findings indicate a fairly wide range of indicators used and their balanced nature, with a slight predominance of strategic and financial indicators and an increase in the importance of online metrics at the same time.
    Źródło:
    Marketing Instytucji Naukowych i Badawczych; 2023, 47, 1; 1-16
    2353-8414
    Pojawia się w:
    Marketing Instytucji Naukowych i Badawczych
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    SOCIAL MEDIA EVALUATION METRICS
    Autorzy:
    Skulme, Ronalds
    Praude, Valērijs
    Powiązania:
    https://bibliotekanauki.pl/articles/489022.pdf
    Data publikacji:
    2016
    Wydawca:
    Instytut Badań Gospodarczych
    Tematy:
    social media marketing
    social media metrics
    social media evaluation
    consumer purchase decision process
    Opis:
    Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities while taking into account different consumer purchase decision stages. Methodology. To achieve the aim of this paper, following research methods were used: theoretical literature analysis, expert surveys, grouping and statistical analysis methods. Data. The proposed formula was based on the data that was collected from theoretical literature analysis and expert surveys. Results. The main result of this paper was to propose a formula, which can calculate the return of social media activities while taking into account different consumer purchase decision stages. Main contribution of the paper. This paper offers a new approach to evaluating the return of social media activities, depending on which purchase decision process stage online marketing activity was meant to influence. This paper can be used as a basis for further research where social media activity revenue evaluation methods are discussed. Marketing specialists can use this paper as an example of how to evaluate the return of social media activities.
    Źródło:
    Oeconomia Copernicana; 2016, 7, 1; 131-142
    2083-1277
    Pojawia się w:
    Oeconomia Copernicana
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-3 z 3

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