Analyzing Important Factors and Metrics for Small Scale Digital Marketing and Its Relevance in the Path of Conversion

Abstract

This study examined the important factors and metrics for achieving goals in small scale digital marketing campaigns and there \u00a0relative impact on the path of conversion to design a consolidated value to evaluate \u00a0and optimize \u00a0conversion. The study uses both survey and real time data \u00a0analysis. Further analysis include statistical tools like t-test, regression analysis, correlation analysis and factor analysis were used. The findings \u00a0shows \u00a0that \u00a0factors \u00a0considered \u00a0relevant \u00a0by \u00a0sellers \u00a0have \u00a0significant \u00a0impact \u00a0on \u00a0conversion. \u00a0The different types interactions those impact conversion can be expressed in a single value to estimate conversion. Practical implication of the study is the consolidated value to explain conversion. In low volume analytics a macro figure is important as highly segregated values are extremely small to explain any impact. Conversion Path Analysis from ratio correlation and regression analysis to design conversion equation with input factor flexibility is new concept in developing conversion strategy.