Adoption of key performance indicators in Brazilian startups

Altmann, Marselha Vianna; Correio, Jefferson Monticelli

doi:10.18316/desenv.v9i2.6690

Cited by 2 publications

(1 citation statement)

References 23 publications

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“…A high CTR indicates that the ad or content is resonating with the target audience, potentially leading to higher conversion rates (Ahn, et. al., 2020, Altmann & Correio, 2020.…”

Section: Roi Measurement and Performance Metricsmentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

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Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving landscape of Big Data and AI. In the age of Big Data, businesses are inundated with vast amounts of information, making it imperative for marketers to leverage analytics tools effectively. This review explores the role of Digital Marketing Analytics in harnessing the power of Big Data, enabling marketers to extract actionable insights, identify trends, and make informed decisions. The integration of AI further enhances these capabilities, automating processes and offering predictive analytics for more targeted and personalized marketing strategies. The paper delves into various strategies employed in Digital Marketing Analytics, encompassing data collection, analysis, and interpretation. It discusses the significance of real-time analytics in responding promptly to market changes, optimizing campaigns, and enhancing customer experiences. Additionally, the review addresses the ethical considerations surrounding data privacy and the responsible use of AI in marketing practices. The synergy between Big Data and AI is explored as a catalyst for innovation in digital marketing. Strategies such as machine learning algorithms for customer segmentation, sentiment analysis, and predictive modeling are examined for their potential to revolutionize marketing effectiveness. Moreover, the paper highlights the evolving role of analytics in measuring the return on investment (ROI) of digital marketing initiatives. This review provides insights into the evolving landscape of Digital Marketing Analytics, emphasizing the strategic importance of leveraging Big Data and AI. Businesses that embrace these technologies stand to gain a competitive edge by unlocking valuable insights, optimizing marketing efforts, and staying agile in response to dynamic market conditions.

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“…A high CTR indicates that the ad or content is resonating with the target audience, potentially leading to higher conversion rates (Ahn, et. al., 2020, Altmann & Correio, 2020.…”

Section: Roi Measurement and Performance Metricsmentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

View full text Add to dashboard Cite

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The Role of Innovation in Startup Business Financing, Performance, and Survival

Konga

Kasilingam

2021

Advances in Educational Technologies and Instructional Design

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Startups are the new firms that drive innovation. However, they struggle due to their newness and smallness to finance their innovation, which often tends to fail. In this context, the chapter unfolds the role of innovation in startup firms' financing, performance, and survival. Contrary to conventional investments, innovation projects require heavy funds in R&D activity. The risks in innovation projects combine with the firm's information asymmetries elevate the cost of financing for the innovative startups. Equity investors such as business angels and venture capitalists mainly fund innovative startups. Founder's human capital signals also affect startup financing. Innovation positively impacts startup firm performance. Process and incremental innovations improve startup survival chances, whereas product and radical innovations reduce the same. The authors propose that innovation enhances survival if it increases market power and lessens production costs while hampering longevity if the innovative firm is burdened with the immoderate liabilities of newness and tininess.

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Adoption of key performance indicators in Brazilian startups

Cited by 2 publications

References 23 publications

Digital marketing analytics: A review of strategies in the age of big data and AI

Digital marketing analytics: A review of strategies in the age of big data and AI

The Role of Innovation in Startup Business Financing, Performance, and Survival

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