Online Marketing Metrics and Analytics

Abstract

Chapter 3 describes in technical detail metrics and analytics used in online marketing. Although the discussion is kept at a descriptive level, it provides explanations of advanced methods for keeping records of the results in investment such as social intelligence dashboards and real-time bidding analytics. To complement the discussion, the author presents real cases of implementation, showing the evolution of these metrics from their beginning use to the actual resutling measures. Also offered is a dynamic comparison among the present methods in terms of risk and profit generation. The final part of the chapter is devoted to ethics and security in payment, a topic that is gaining relevance with the increase of transactions on the Internet.