An object of certain design, shape, and size corresponding to the purpose of its creation and use, to keep the records of different numerical or non-numerical results of i.e. data or information obtained from measuring any activity, task, method, procedure, or phenomenon, which may be used for different statistical or analytical purposes to make data based decisions to run the related activities, tasks, or phenomena more effectively and efficiently.
Published in Chapter:
Balanced Scorecard as a Tool to Evaluate Digital Marketing Activities
Tasnia Fatin (Putra Business School, Universiti Putra Malaysia, Malaysia), Mahmud Ullah (Department of Marketing, University of Dhaka, Bangladesh), and Nayem Rahman (School of Business and Information Technology, Purdue University Global, USA)
Copyright: © 2023
|Pages: 16
DOI: 10.4018/978-1-7998-9220-5.ch142
Abstract
Digital marketing has become significantly important to the industry and academia as one of the most effective marketing media ever since its inception in the early 1990s. Business-related people have discovered a new marketing framework by the advent and quick expansion of internet and information technology. Most of the companies are creating new dimensions in their businesses by taking numerous actions to switch to digital marketing from or add digital marketing to their traditional marketing strategies. But the evaluation practices of these newly developed digital marketing activities do not seem to have developed proportionately. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to evaluate the digital marketing activities. To evaluate the performance of digital marketing campaigns, this article uses the balanced scorecard approach devised by Kaplan and Norton. Managers and researchers are expected to get insights into the different aspects of digital marketing and its effective evaluation tools from the outcome of this article.