Performance Measurement of Advertising Actions: Can Web-Metrics Improve Management Control Processes?

The aim of the paper is to describe, through a preliminary case study, how to measure the outcomes of a traditional advertising campaign through web-metrics, which are usually adopted to evaluate the success of the company communication via the Internet. The results clearly show that web-metrics (compared to traditional thought-recall/listing measures), allow wider and multi-faceted insights about the customer response to advertising. Furthermore, web-metrics overcome the traditional measures in terms of timeliness of information, and for what concern the time and costs needed for data gathering and elaboration.