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Special aspects of the use of internal and external marketing information by companies engaged in web development


Korobkov S.A.
(about the author)

Korobkov Stanislav Aleksandrovich – (Plekhanov Russian University of Economics)

Published in:
Creative Economy
– Volume 12, Number 2 (February 2018)

JEL classification: M30, M31, M39

Keywords: digital marketing, marketing information, marketing information systems, marketing research, traditional marketing, web development


Citation:
Korobkov S.A. (2018). Special aspects of the use of internal and external marketing information by companies engaged in web development. Creative Economy, 12(2), 153-166. doi: 10.18334/ce.12.2.38796


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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.







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