INTRODUCTION TO MARKETING METRICS AND CHARACRERISTICS OF SELECTED ONLINE MARKETING METRICS

This article is focused on introduction of marketing metrics. It explains the concept of marketing metrics and describes some of the fundamental marketing metrics, which help to quantify the effectiveness of company's web advertising and marketing communication. The aim of this work is to introduce a reader into a problematics of marketing metrics, offer methods those can help marketers evaluate the performance of marketing activities and desribe basic online metrics. It should also underline the need for quantification of advertising and marketing effectiveness in the company.