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Web Analytics – The Dominant Problem of Marketing Automation and Sales Funnel Cover

Web Analytics – The Dominant Problem of Marketing Automation and Sales Funnel

Marketing of Scientific and Research Organizations
Volume 50 (2023): Issue 4 (December 2023)
By:   
Open Access
|Dec 2023
Figures & tables

Figures & Tables

Figure 1.

Evolution of web analytics

Source: Dykes (2014), We analytics Kick start Guide, A primer on the fundamentals of Digital Analytics.

Figure 2.

Examples of data-driven marketing goals

Source: Kotler (2021), Marketing 5.0, MT Biznes, p. 165.

Figure 3.

Google Data Studio automatic Dashboard example – Examplary company X elaboration

Figure 4.

Sales funnel example – examplary company X elaboration. CPC, cost-per-click; CTR, click-through rate

DOI: https://doi.org/10.2478/minib-2023-0023 | Journal eISSN: 2353-8414 | Journal ISSN: 2353-8503
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Language: English, Polish
Page range: 73 - 92
Submitted on: Mar 22, 2023
Accepted on: Oct 16, 2023
Published on: Dec 19, 2023
Published by: ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION
In partnership with: Paradigm Publishing Services
Keywords:
web analytics,
marketing automation,
inbound marketing,
outbound marketing,
sales funnel,
dashboard
JEL:
M31
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Key competences in scholarly research

© 2023 Grażyna Golik-Górecka, published by ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 50 (2023): Issue 4 (December 2023)
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