Using Web Analytics to Measure the Effectiveness of Online Advertising Media: A Proposed Experiment

Shannak, Rifat O.; Qasrawi, Nada H.
December 2011
European Journal of Economics, Finance & Administrative Sciences;Dec2011, Issue 42, p90
Academic Journal
With the introduction of E-Commerce into businesses, organizations now have developed their own websites to sell their products, and are increasingly relying on new online media marketing techniques to direct consumers to their websites in order to sell their products. Organizations need to evaluate the effectiveness of their new online marketing techniques in order to choose the one that will produce the maximum number of sales with the minimum cost aided by web analytics. In this research, an experiment will be suggested for a hypothetical company named "Alpha". It is envisaged that online sales for the company will be measured on a monthly basis. During the first 3 months, no online advertising shall be used. In the following 3 month after that, online advertising shall be introduced in the form of free and paid advertising techniques, and these techniques will be compared in terms of the number of visits they direct to the organization's website. In addition, the monthly online sales will have to be measured so they can be compared with online sales from the first period. The number of visits will be measured using Google Analytics.


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