Key indicators system for assessing the effectiveness of marketing efforts in e-commerce

L. Frolova, T. Nosova
{"title":"Key indicators system for assessing the effectiveness of marketing efforts in e-commerce","authors":"L. Frolova, T. Nosova","doi":"10.15276/MDT.3.2.2019.6","DOIUrl":null,"url":null,"abstract":"The peculiarity of the modern stage of the national development the promising domination of information and communication technologies. To support the existing and development of new competitive advantages in the field of e-commerce, business entities should systematically evaluate their activities effectiveness, taking into account e-commerce business-processes. The paper purpose is to identify and constructively elaborate the issues of the key indicators system formation for assessing the effectiveness of marketing activities in e-commerce, taking into account the specifics of trade area processes. with the and methodical principles of key indicators system formation for the effectiveness of e-commerce. It is substantiated in order to maintain existing and develop new competitive advantages in the sphere of e-commerce, business entities should systematically their efficiency, taking into account business-specific e-commerce business. The main metafactors under the influence of which electronic commerce evolves are characterized. In the paper developed the model of decision making by the consumer about the purchase of goods on the Internet and described the main stages of it. Implementation of this model creates the opportunity to receive direct signals about the behavior of clients, to conduct research on those problematic aspects that need to be addressed. the conversion of the site at different stages of the sales funnel are described. This approach allows to optimize such result indicators as income and profit. Conclusions and directions for further research. The scientific novelty of the research results is to improve of key the indicators system for assessing the effectiveness of marketing efforts in ecommerce, which, unlike existing ones, takes into account the specifics of e-commerce by synthetic indicators (which are not related to business objectives, but indirectly affect the effectiveness of e-commerce), and business indicators (which characterize the economic results of e-commerce), the complexity and logical linkage of indicators which gives a possibility to comprehensively evaluate the efficiency of e-commerce, predict and evaluate the effects of various types of marketing efforts. This creates the opportunity to reasonably determine the list of priority strategic decisions regarding marketing measures for optimizing sales volumes in e-commerce. The practical significance is the possibility of a well-founded determination of the new competitive advantages preservation and formation in the context of the progressive e-commerce innovation development taking into account the requirements of the consumer and the target strategic guidelines for the e-commerce development. Promising in this direction is the development of methodical tools for choosing the best strategies for developing e-commerce.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"119 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing and Digital Technologies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.15276/MDT.3.2.2019.6","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1

Abstract

The peculiarity of the modern stage of the national development the promising domination of information and communication technologies. To support the existing and development of new competitive advantages in the field of e-commerce, business entities should systematically evaluate their activities effectiveness, taking into account e-commerce business-processes. The paper purpose is to identify and constructively elaborate the issues of the key indicators system formation for assessing the effectiveness of marketing activities in e-commerce, taking into account the specifics of trade area processes. with the and methodical principles of key indicators system formation for the effectiveness of e-commerce. It is substantiated in order to maintain existing and develop new competitive advantages in the sphere of e-commerce, business entities should systematically their efficiency, taking into account business-specific e-commerce business. The main metafactors under the influence of which electronic commerce evolves are characterized. In the paper developed the model of decision making by the consumer about the purchase of goods on the Internet and described the main stages of it. Implementation of this model creates the opportunity to receive direct signals about the behavior of clients, to conduct research on those problematic aspects that need to be addressed. the conversion of the site at different stages of the sales funnel are described. This approach allows to optimize such result indicators as income and profit. Conclusions and directions for further research. The scientific novelty of the research results is to improve of key the indicators system for assessing the effectiveness of marketing efforts in ecommerce, which, unlike existing ones, takes into account the specifics of e-commerce by synthetic indicators (which are not related to business objectives, but indirectly affect the effectiveness of e-commerce), and business indicators (which characterize the economic results of e-commerce), the complexity and logical linkage of indicators which gives a possibility to comprehensively evaluate the efficiency of e-commerce, predict and evaluate the effects of various types of marketing efforts. This creates the opportunity to reasonably determine the list of priority strategic decisions regarding marketing measures for optimizing sales volumes in e-commerce. The practical significance is the possibility of a well-founded determination of the new competitive advantages preservation and formation in the context of the progressive e-commerce innovation development taking into account the requirements of the consumer and the target strategic guidelines for the e-commerce development. Promising in this direction is the development of methodical tools for choosing the best strategies for developing e-commerce.
评估电子商务营销工作有效性的关键指标体系
国家发展的现代阶段的特殊性决定了信息通信技术的发展前景。为了支持电子商务领域的现有和新的竞争优势的发展,企业实体应该系统地评估其活动的有效性,并考虑电子商务的业务流程。本文的目的是确定并建设性地阐述评估电子商务营销活动有效性的关键指标体系形成的问题,同时考虑到贸易区流程的具体情况。以系统化的原则形成了电子商务有效性的关键指标体系。事实证明,为了在电子商务领域保持现有的竞争优势和发展新的竞争优势,企业实体应该系统地提高效率,考虑具体业务的电子商务业务。分析了影响电子商务发展的主要元因素。本文建立了消费者在互联网上购买商品的决策模型,并描述了该模型的主要阶段。该模型的实现创造了接收有关客户行为的直接信号的机会,从而对需要解决的问题方面进行研究。网站在销售漏斗的不同阶段的转换进行了描述。这种方法可以优化收入和利润等结果指标。结论及进一步研究方向。研究成果的科学新颖性在于完善了评价电子商务营销工作有效性的关键指标体系,不同于现有的指标体系,通过综合指标(与商务目标无关,但间接影响电子商务有效性的指标)和商务指标(表征电子商务经济成果的指标)考虑了电子商务的特殊性;指标的复杂性和逻辑关联性使得综合评价电子商务的效率、预测和评价各种营销努力的效果成为可能。这就为合理地确定关于优化电子商务销售额的营销措施的优先战略决策列表创造了机会。其现实意义在于,考虑到消费者的需求和电子商务发展的目标战略方针,在渐进式电子商务创新发展的背景下,有可能有根据地确定新的竞争优势的保存和形成。在这个方向上,有希望的是开发有条理的工具来选择发展电子商务的最佳策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信