The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient digital marketing campaign that can quantify and prove marketing ROI.
Plan II Graduate Project
Wiltsie, Andrew, "Proving Marketing ROI: A Digital Marketing Framework" (2017). Master of Arts in Media and Communication Plan II Graduate Projects. 2.