خلاصة:
This research aims to study the effect of using digital (web-based) analyses in performance measurement and optimization of digital marketing in digital-based companies in Tehran. The data collection tool was a researcher-made questionnaire. A panel of experts and supervisor were asked to measure the validity of the questionnaire. For reliability analysis of this tool, Cronbach’s alpha test was applied; the alpha value was higher than 0.7, indicating the required reliability. The statistical population of this research is marketing managers and specialists of web-based commercial companies in Tehran. The questionnaire was distributed among 110 young marketing managers and experts of web-based corporations in Tehran. Structural equation modeling (SEM) test was performed via Smart PLS software in order to scrutinize the research hypotheses. The results of data analysis showed that web-based analyses have a positive and meaningful impact on performance measurement and optimization of digital marketing.
ملخص الجهاز:
The results of data analysis showed that web-based analyses have a positive and meaningful impact on performance measurement and optimization of digital marketing.
Meanwhile, a variety of digital tools also makes it challenging to decide on how to allocate marketing and budgeting efforts in different instruments to achieve optimal results (Valos, Ewing Powell, 2010).
The use of digital tools, such as web analysis including measuring, collecting, analyzing, and reporting internet data to comprehend and optimize the internet application has contributed impressively to optimizing and improving the marketing performance evaluation (McDonald, 2010).
Thus, to create a structure that addresses the intangible characteristics in web analysis and achieve the theoretical and practical aims in this arena, the present study was conducted to investigate the influence of using digital (web-based) analyses to assess digital marketing performance and optimization in digital-based businesses of Tehran.
Hence, the central question of the present research is that how using digital analyses (web) affects measuring digital marketing performance and optimization in digital-based corporations in Tehran.
Overall, there are three sorts of digital analytic tools in the industrial sector: 1) web analysis, 2) social media monitoring, and 3) marketing automation.
Therefore, web-based analysis has a significant impact on digital marketing optimization.
The second research hypothesis on the effect of web-based analyses on digital marketing performance was accepted with a confidence level of 95%, path coefficient of 0.
Therefore, it is concluded that web-based analyses show a statistically significant effect on the performance of digital marketing.