Abstract
Digital marketing managers are feeling the ever-increasing pressure to show the contribution of marketing activities and it's their primary concern towards their organization. The absence of responsibility has harmed the expected outcomes from the marketing campaigns. The best way to recover its impact is to show the results of advertising in financial terms to top administration. Previous research shows that the capacity to quantify marketing performance significantly affects firm execution, benefit, stock returns, top administration fulfillment with advertising, and advertisers' standing inside an association. This chapter discusses the various challenges faced by the organizations in measuring the digital marketing performance and significance of measuring the online marketing performance through better online execution. The findings of this study reveal that data produced through digital analytics can be utilized for estimating and optimizing performance of digital marketing campaigns.
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