Internet marketing decision making: analizing the market position of company's website

Abstract

Internationally used systems of data collection and data processing on functioning of Internet websites, Internet commercials and behavior of internet audience have gathered a huge volume (Big Data) of primary marketing information. However, due to the absence of necessary methodological base, the deep analytical processing of collected primary marketing information is not carried out. But the management in the upper echelons of the company need this information for decision making. CEO do not require primary information about hits and hosts, what they do require is aggregated information about market positioning, turnover, profit, and economic effectiveness in a certain market sector, concerning a certain product, service or marketing campaign [...]