Abstract

The digital world is making customer behavior visible and measurable. However, the relationship between e-marketing and sales is often elusive in businesses where transactions occur offline. The goal of this study is to describe how Web analytics can be exploited for linking e-marketing performance with industrial sales. The findings show that Web analytics (WA) enables an industrial company to link customer behavior online with the generation of sales leads that can be tracked all the way to transaction. However, building such a process successfully requires that the organizational conditions support the deployment of WA.

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