Marketing Metrics

The current study is devoted to the analyzing of external and internal conditions that might be influenced the social media measurement process. Accordingly, the problem of the present research can be determined in this way – to investigate the reasons for top management to be not satisfied with the social media analytics process within the company. The overall aim of this research is to analyze the connotations between the success of using social media analytics and such internal factors of the organization as the choice of certain metrics for analysis and how to organize their system, the process of analysis within the organization, and the context of the analytical process. Within this broad purpose the following objectives will be addressed: 1) define the concept of marketing metrics and describe the existing approaches to marketing performance measurement, 2) describe the social media phenomenon ant its specific features in relation to marketing performance measurement, 3) investigate the cases of social media analytics usage within satisfied and dissatisfied companies, 4) identify the main reasons for top management to be dissatisfied with social media measurement process, 5) develop appropriate recommendation for further research based on the current study insights. The main difference of this work from the previous ones seems to be firstly in the analyzing social media performance measurement as a complex. It should be noticed also that in Russia this research field seems to be not covered at all besides some studies that provided theoretical review of foreign works. The present research might be significant for companies and those, who involved in managing marketing performance process. Therefore, the results of this study are also hoped to be used for further quantitative research aimed at determining the dependencies between the various internal factors of the company and satisfaction with analytics in social media.