TY - JOUR
T1 - Analyzing Important Factors and Metrics for Small Scale Digital Marketing and Its Relevance in the Path of Conversion
AU - Prakrit Saikia and Bipllab Roy
JO - Journal of Information and Computing Science
VL - 1
SP - 031
EP - 044
PY - 2024
DA - 2024/01
SN - 15
DO - http://doi.org/
UR - https://global-sci.org/intro/article_detail/jics/22395.html
KW - Web analytics, Low volume analytics, Metrics, Conversion rate, Social media marketing  

AB - This study examined the important factors and metrics for achieving goals in small scale digital 
marketing campaigns and there  relative impact on the path of conversion to design a consolidated value to 
evaluate  and optimize  conversion. The study uses both survey and real time data  analysis. Further analysis 
include statistical tools like t-test, regression analysis, correlation analysis and factor analysis were used. The 
findings  shows  that  factors  considered  relevant  by  sellers  have  significant  impact  on  conversion.  The 
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.