Abstract
This research examines the evolving landscape of digital marketing ROI measurement within the context of the Experience Economy, driven by increasing channel complexity and technological advancements. It traces the historical progression from basic metrics to sophisticated multi-touch attribution (MTA) and marketing mix modeling (MMM). Employing a multi-method approach, including literature review and expert interviews, the study identifies key challenges like privacy regulations and data integration, and explores emerging trends like AI-driven analytics. A hierarchical ROI framework (tactical, operational, strategic) and temporal considerations, with a focus on measuring experiential value, are developed. Methodologies such as probabilistic path analysis and Bayesian models are evaluated for effectiveness. Ethical considerations regarding data privacy are also addressed. The findings provide actionable recommendations for optimizing digital marketing ROI, including the measurement of customer experiences, through comprehensive and ethical measurement practices.
| Original language | English |
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| Title of host publication | IGI Global |
| Publisher | IGI Global |
| Publication status | Published - 2025 |