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Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing

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  • David Bowie

    (Oxford School of Hospitality Management, Oxford Brookes University, Oxford, UK)

  • Alexandros Paraskevas

    (LHST, University of West London, London, UK)

  • Anastasia Mariussen

    (Oslo School of Management, Oslo, Norway)

Abstract

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers.

Suggested Citation

  • David Bowie & Alexandros Paraskevas & Anastasia Mariussen, 2014. "Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing," International Journal of Online Marketing (IJOM), IGI Global, vol. 4(4), pages 1-16, October.
    • Handle: RePEc:igg:jom000:v:4:y:2014:i:4:p:1-16
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