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.

Prakrit Saikia and Bipllab Roy. (2024). Analyzing Important Factors and Metrics for Small Scale Digital Marketing and Its Relevance in the Path of Conversion. Journal of Information and Computing Science. 15 (1). 031-044. doi: