The impact of online behavioural patterns on measuring campaign performance

Maciej Milewski

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement.

The impact of online behavioural patterns on measuring campaign performance

Maciej MilewskiDepartment of Sociology, Catholic University of Lublin, Poland

INTRODUCTION

As consumers become overloaded by advertising, marketers are finding it increasingly difficult to get their messages across. Observing the shift in media consumption towards interactive media, advertisers are extending the use of online advertising, which theoretically provides the ability to reach a target audience with greater accuracy and power than through traditional media. As this medium is rapidly developing, the measurement of online advertising effectiveness becomes especially important. Firstly, it provides marketers with the opportunity to evaluate the performance...

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