The use of Web analytics for digital marketing performance measurement

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Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Diferent types of analytics are used (big data, web and social media among others) to identify possibilities to increase marketing performance (Järvinen and Karjaluoto, 2015), automate marketing activities (Järvinen and Taiminen 2016) and better social media marketing (SMM) (Sivarajah et al. 2019).”
Harnessing marketing automation for B2B content marketing (2016, methodology): “Marketing automation capitalizes on techniques similar to Web analytics (see, e.g., Järvinen & Karjaluoto, 2015; Phippen, Sheppard, & Furnell, 2004; Wilson, 2010) by tracking website visitors’ online behaviors (i.e., navigation paths and page views) through the use of cookies and IP addresses.”
Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future (2020, background): “Such activities might involve the tracking of movement or attention paid to certain areas of websites or applications (e.g. Järvinen & Karjaluoto, 2015), or the visiting of physical spaces at trade shows.”