Special aspects of the use of internal and external marketing information by companies engaged in web development
Korobkov S.A.1
1 Российский экономический университет им. Г.В. Плеханова, Russia
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Journal paper
Creative Economy (РИНЦ, ВАК)
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Volume 12, Number 2 (February 2018)
Abstract:
The article examines the results of a survey on the use of internal and external marketing information by companies engaged in web development. We show that web developers use mostly external statistics (Яндекс.Metrics, Google Analytics), which is not effective enough, because the use of internal and external statistics simultaneously can give a more tangible effect.
Keywords: marketing research, web development, marketing information, marketing information systems, traditional marketing, digital marketing
JEL-classification: M31, M30, M39
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