A new marketing effectiveness metric based on web data mining

The dominance of the Internet in our lives sees permanent changes of how marketers conduct their marketing and measure their marketing performance. Traditional measurement methods fall short for not being timely and effective. In this study, we propose the use of Web data, in a quantitative metric, to assess market impact of brands. The metric consists of three independent dimensions, covering measures of public relation, government relation, customer awareness and satisfaction. This new marketing performance measure provides marketers with timely market information, including their current market position and instant customer feedback.