Understand the digital marketing environment with KPIs and web analytics in the healthcare environment.
Subject Areas : marketing
1 - Banker
Keywords: KPI, health services, Delphi fuzzy, Digital Marketing, Web Analytics,
Abstract :
Nowadays, with the expansion of business space on the basis of digital services, the use of this space in order to develop marketing activities has expanded more than before, but to develop this marketing, it is necessary to determine indicators in spaces related to digital field such as website. The key to success and executive action. Without accurate knowledge of key indicators in this area, marketing activities can not be directed in the right direction and should be done using appropriate methods to determine the key indicators of digital marketing, which is considered in this article. This research is in the field of applied research in terms of method, which is a descriptive survey research. To analyze the data, the opinions of the expert group in the field of health marketing have been used. Also, the data analysis tool is the fuzzy Delphi method and the data collection method is a questionnaire. Based on the results of this research, indicators have been identified in the two sections of digital marketing and web analysis, and 16 key indicators have been presented. Using the opinions of 12 experts, these indicators have been evaluated, based on which all these indicators have been approved as key indicators.
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