The benefits and challenges of the use of online and web metrics to aid marketing decision-making

January 5, 2024January 5, 2024 Discipline: Marketing

This is the assignment task:

Choosing one of the areas below identify the benefits and challenges of their use to aid marketing decision-making, drawing on examples from practitioner and academic literature.
I choose the topic of ONLINE AND WEB METRICS.

Some examples of academic sources of data are articles in leading journals in Marketing including but not limited to Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management. 

Some Examples of practitioner sources of data are Harvard Business Review, California Management Review, Financial Times, and Bloomberg. Industry reports found on the Kingston Library through such databases as Passport, Mintel reports, and IBISWorld are also considered practitioner sources. 

In case you can’t access these sources please let me know and I will give you access.

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