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1. 1. Web analytics enhancing Project Planning: the case of Digital Marketing campaigns : Qualitative study of structured Web analytics data in Project Management

   University essay from Umeå universitet/Företagsekonomi

   Author : Cristina Ornato; Dana Orynbayeva; [2018]
   Keywords : web analytics; project management; project planning; digital marketing campaigns;

   Abstract : Due to the increasing relevance conferred to a digital based approach to sales, moreorganizations are looking for a profitable way to exploit the value of the information they are able to collect during Digital Marketing campaign projects. These data are called Web analytics and are generated at the passage of the user on the Web page. READ MORE