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Comprehensive Digital Performance Measurement: a Strategic Perspective on Digital Analytics Usage
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Comprehensive Digital Performance Measurement: a Strategic Perspective on Digital Analytics Usage
Type
conference paper
Date Issued
2023-02
Author(s)
Alexander Tombach
Sven Reinecke
Language
English
Keywords
Marketing Analytics Deployment
Digital Analytics
Marketing Performance Measurement
Comprehensiveness
Event Title
Marketing Analytics Symposium Sydney
Event Location
Sydney
Event Date
February 27-28
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/117323
Subject(s)
business studies
Division(s)
IMC – Institute for M...
File(s)
Marketing_Analytics_Symposium_Sydney_Abstract.pdf (77.1 KB)