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Can a better digital marketing metric be built?

by Pinto, Nicholas

Abstract

Online advertising yields advanced tracking capabilities and vast amounts of user-specific data, something traditional advertising lacks. Tracking technology and the methods used to buy and sell ads have advanced considerably in recent years, but the flawed metrics of the past, such as click-through rate, are still often relied upon. The development of free and user-friendly web analytics software offers new possibilities for monitoring the effect digital campaigns have on user behavior. This paper uses observational data from a small U.S. advertiser to compare campaign statistics with analytics data from the advertiser’s website in an effort to find new possibilities for measuring digital advertising campaigns.

Note

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Includes bibliographical references.

Administrative Notes

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:11096
Digital Origin
born digital
Extent
36 pages : illustrations
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Smith, Mark
Department/Program
Department of Economics and Business
Degree Name
bachelor
Degree Type
B.A.
Degree Grantor
Colorado College
Date Issued
2015-05