Technology-driven online marketing performance measurement: lessons from affiliate marketing

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers

The uses of process modeling : a framework for understanding modeling formalisms

There is wide-spread recognition of the urgent need to improve software processes in order to improve the performance of software organizations. Process models are essential in achieving understanding and visibility of processes and are important for other uses including the analysis of processes for improvement. It has been increasingly difficult to compare and evaluate the variety of process modeling formalisms that have appeared in recent years without a clear understanding of precisely for what they will be used. The contribution of this paper is to provide an understanding and a fairly comprehensive catalog of the applications of process modeling for which formalisms may be used. The primary mechanism for doing this is a guided tour of the literature on process modeling supplemented by recent industrial experience. In the paper, basic definitions concerning processes, process descriptions and process modeling are reviewed and then uses of process modeling are surveyed under the following headings: communication among process participants, construction of new processes, control of processes, process· analysis, and process support by automation. Comments are offered on paradigms for process modeling formalisms and directions for future work to permit evolution of a discipline of process engineering are given