Social media and website reporting: finding key metrics : A case study of a B2B company in Lahti
Caicedo Gamboa, Laura Alejandra (2020)
Caicedo Gamboa, Laura Alejandra
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120726529
https://urn.fi/URN:NBN:fi:amk-2020120726529
Tiivistelmä
This thesis looks into digital marketing performance and the key metrics to measure effectively the digital marketing efforts. The challenge for many marketers is not effectively showcasing the results from the digital marketing efforts to the decision-makers. In this thesis, I investigate what metrics are the most relevant for the members of the management group.
The commissioning company is a Finnish company called Oilon that has more than 30 years of experience in the field of energy production technology, where it has consolidated its position in Finland and it has expanded its operations to three continents. The company is highly committed to developing a more efficient and eco-friendly energy production technology. Their products and services are directed to equipment manufacturers and plant suppliers, as well as customers and consumers.
For this thesis, I also discuss concepts such as marketing performance measurement (MPM), different approaches to objectives, and finally, the selection of key metrics for effective digital marketing reporting.
This thesis aims to give a clear understanding of the process of choosing the right metrics that will support the business decisions of the company's management group.
The commissioning company is a Finnish company called Oilon that has more than 30 years of experience in the field of energy production technology, where it has consolidated its position in Finland and it has expanded its operations to three continents. The company is highly committed to developing a more efficient and eco-friendly energy production technology. Their products and services are directed to equipment manufacturers and plant suppliers, as well as customers and consumers.
For this thesis, I also discuss concepts such as marketing performance measurement (MPM), different approaches to objectives, and finally, the selection of key metrics for effective digital marketing reporting.
This thesis aims to give a clear understanding of the process of choosing the right metrics that will support the business decisions of the company's management group.