Mot ett utvecklat ramverk för marknadsföringsmätningar inom Digital Account Based Marketing: En explorativ Fallstudie
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
The digital transformation has brought innovative and customizable marketing strategies which have brought an increased complexity to the marketing industry. While the complexity of marketing has increased, marketing departments are experiencing an increasing accountability for financial performance of implemented marketing campaigns. Therefore, the challenge has emerged to validate and communicate the return on investment of marketing campaigns. As current marketing return on investment measurements are often deemed to be underdeveloped, the challenge is emphasised in current literature. To address the underlying problems, this research project aims to explore how Return-on-Investment measurements can be conducted for Digital Account Based Marketing (DABM) within the Business-to-Business context. In order to fulfil the underlying purpose of the research project, the following two research questions have been developed: (1) How can a marketing Return-on-Investment measurement model be structured for Digital Account Based Marketing?(2) Which parameters can be considered central for marketing Return-on-Investment analysis of Digital Account Based Marketing? A case study has been performed at a leading DABM actor in order to answer the research questions and fulfil the research purpose. Qualitative data has been collected through observations and interviews in order to extensively map the case environment, and fulfil the research purpose. Results from the research project emphasize the need for interdepartmental collaboration when implementing DABM. The research project has resulted in qualitative insights regarding return on investment measurements of DABM and the development of a conceptual marketing measurement model. The developed model in combination with the qualitative insights aim to underpin the importance of interdepartmental collaboration further, as the developed model involves viewpoints from several different departments.Results from this study indicate that DABM campaigns both require, and benefit from interdepartmental alignment between the sales, marketing, and finance department. Thus, if interdepartmental collaboration and alignment can be endorsed through the development of current measurement methodologies, the performance of DABM campaigns could be increased, which can improve marketing performance as a whole.
Place, publisher, year, edition, pages
2016. , 60 p.
Teknik, ABM, Account Based Marketing, Marketing measurement, Marknadsföringsmätningar, Case study, MROI, Digital content marketing
IdentifiersURN: urn:nbn:se:ltu:diva-47442Local ID: 4fc2e65c-62ac-49d5-8300-2588fd140737OAI: oai:DiVA.org:ltu-47442DiVA: diva2:1020765
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Ek Styvén, Maria
Validerat; 20160615 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved