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Understanding the Digital Marketing Environment with KPIs and Web Analytics

Department of Business and Economics, Rey Juan Carlos University, Paseo Artilleros s/n, Madrid 28027, Spain
Department of Business Management, University of Extremadura, Av. Universidad, s/n, Cáceres 10003, Spain
Department of Business Organization and Marketing and Market Research, International University of La Rioja, Av. de la Paz, 137, Logroño 26006, La Rioja, Spain
Author to whom correspondence should be addressed.
These authors contributed equally to this work.
Future Internet 2017, 9(4), 76;
Received: 2 October 2017 / Revised: 27 October 2017 / Accepted: 3 November 2017 / Published: 4 November 2017
PDF [425 KB, uploaded 6 November 2017]


In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance Indicators (KPIs) can and should play an important role in marketing strategy formulation. It is the aim of this article to survey the various DM metrics to determine and address the following question: What are the most relevant metrics and KPIs that companies need to understand and manage in order to increase the effectiveness of their DM strategies? Therefore, to achieve these objectives, a Systematic Literature Review has been carried out based on two main themes (i) Digital Marketing and (ii) Web Analytics. The search terms consulted in the databases have been (i) DM and (ii) WA obtaining a result total of n = 378 investigations. The databases that have been consulted for the extraction of data were Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. In this study, we define and identify the main KPIs in measuring why, how and for what purpose users interact with web pages and ads. The main contribution of the study is to lay out and clarify quantitative and qualitative KPIs and indicators for DM performance in order to achieve a consensus on the use and measurement of these indicators. View Full-Text
Keywords: internet; digital marketing; web analytics; KPI; measurement internet; digital marketing; web analytics; KPI; measurement

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Saura, J.R.; Palos-Sánchez, P.; Cerdá Suárez, L.M. Understanding the Digital Marketing Environment with KPIs and Web Analytics. Future Internet 2017, 9, 76.

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