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    • Understanding the Digital Marketing Environment with KPIs and Web Analytics 

      Saura, José Ramón; Palos-Sánchez, Pedro R; Cerdá Suárez, Luis Manuel (Future Internet, 12/2017)
      In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance Indicators (KPIs) can and should play an important role in marketing strategy formulation. It is the aim of this article to survey the various ...