Digital marketing performance measurement: how good marketing performance measurement practices can increase firm's performance

• Autor(a) principal: Castilho, Rodrigo Vieira
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18811
• topic: Digital marketing; Marketing metrics; Marketing performance measurement; ROI marketing; Marketing digital; Performance; Medição; Empresa; Estratégia empresarial; Análise técnica; Trabalho de projeto

The main purpose of this case study is to analyse the impact of good marketing performance practices on firm’s results, by using financial metrics. With digital improvement, it has become easier to measure marketing efforts. Hence, this project is focused on Forall Phones’ digital marketing performance measurement process, on how performance indicators are chosen, communicated and used to lead to strategic decisions, and if this department is creating value for the company. The measurement process used is one of the firm’s competitive advantages, with a constant monitoring of the trade-off between costs and benefits, in order to provide a clear vision of what is most profitable for the department. There is a clear focus on what is highly quantifiable and measurable and the establishment of objectives and target audiences, and their constant monitoring, allowing a more effective way of channelling efforts in this direction. Despite the high investment in marketing and, since the professionalization of the department, the considerable increase of the results at the level of sales and revenue, there is not enough data to clearly highlight it from the rest. One possible justification is that the department does not make a forecast of ROI with its respective monitoring, which would allow knowing all the profitability of the marketing, as well as perceive gaps and its causes, which would provide a more effective budget management, through a better resources’ allocation.