MANAGEMENT BY USING KEY METRICS IN INTERNET MARKETING

Abstract

This article attempts to characterize the main metrics in the field of online marketing. Modern marketers use metrics related to their marketing performance goals because these data affect business performance, so it is important that they can be tracked. This allows for a measurable goal for your marketing campaign and provides valuable information that can be used to optimize performance over time. The purpose of this study is to analyze the most widely used metrics in online marketing, as well as to determine their relevance in the current realities of the digitalization of the economy.
In the article, we have organized marketing metrics that are critical indicators for measuring the effectiveness of marketing campaigns to learn about the long-term value of the user/customer. Moreover, leveraging these insights, our investigation underscores that marketing metrics play a pivotal role in the digital marketing landscape, facilitating data-driven decisions to attain competitive advantages. It is evident that decision-making based on the data analysis of metrics allows for more effective strategies, resulting in a competitive edge. This article further highlights how leveraging key marketing metrics, including the Click-Through Rate (CTR) and Customer Acquisition Cost (CAC), among others, provides actionable insights for optimizing digital campaigns. It underscores their essential role in adapting to the evolving digital landscape, enabling IT companies to refine strategies and enhance competitive positioning through effective data-driven decisions. This research highlights the importance of investigating metrics in digital marketing, serving as a foundation for further exploration, including collecting information about the marketing campaigns of IT companies that utilize the metrics mentioned in this article for effectiveness testing.