Digital marketing metrics in B2B companies : an analysis across the REAN model stages
Vuorio, Kari (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024110527423
https://urn.fi/URN:NBN:fi:amk-2024110527423
Tiivistelmä
This Thesis examines the digital marketing metrics utilised by B2B companies across the REAN model (Reach, Engage, Activate, Nurture) stages. The primary goal was to identify which metrics are prioritised at each stage and how they are applied in practice.
A quantitative research approach was used, employing an online survey distributed via LinkedIn to B2B professionals. The survey focuses on company sizes, roles of responders and industries. Answers offer a well-rounded view of the use and selection of digital marketing metrics at various organisational levels.
Companies use many different kinds of digital marketing metrics across the REAN model stages, and depending on the company size or work level of the person, they prioritise metrics based on the relevancy of the marketing goal. Different research shows that aligning the marketing metric with the customer journey allows B2B companies to optimise their marketing strategy.
A quantitative research approach was used, employing an online survey distributed via LinkedIn to B2B professionals. The survey focuses on company sizes, roles of responders and industries. Answers offer a well-rounded view of the use and selection of digital marketing metrics at various organisational levels.
Companies use many different kinds of digital marketing metrics across the REAN model stages, and depending on the company size or work level of the person, they prioritise metrics based on the relevancy of the marketing goal. Different research shows that aligning the marketing metric with the customer journey allows B2B companies to optimise their marketing strategy.