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Alexander Tombach
Comprehensive Digital Performance Measurement: a Strategic Perspective on Digital Analytics Usage
The Weighting of Performance Outcomes in Marketing Performance Measurement Systems
2023-02
,
Alexander Tombach
,
Sven Reinecke
2023-02
,
Tombach, Alexander
,
Reinecke, Sven
This survey-based cluster analysis examines the design of marketing performance measurement systems and identifies five ways of how companies prioritize different aspects of
marketing performance; a comprehensive measurement approach considering all aspects of
marketing performance is associated with the highest market success.