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Digital Marketing ROI in the Era of Experience Economy: Evolving Methodologies and Unified Measurement Strategies
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Author(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, Chennai, India), Leena Jenefa (Hindustan Institute of Technology and Science, Chennai, India), Sachin Sabharwal (Jagan Institute of Management Studies, Delhi, India), Jagbir Singh Kadyan (Manav Rachna University, Haryana, India)and Sameena Naaz (University of Roehampton, London, UK)
Copyright: 2025
Pages: 44
Source title:
Strategic Blueprints for AI-Driven Marketing in the Digital Era
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3373-3897-2.ch009
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Abstract
This research examines the evolving landscape of digital marketing ROI measurement within the context of the Experience Economy, driven by increasing channel complexity and technological advancements. It traces the historical progression from basic metrics to sophisticated multi-touch attribution (MTA) and marketing mix modeling (MMM). Employing a multi-method approach, including literature review and expert interviews, the study identifies key challenges like privacy regulations and data integration, and explores emerging trends like AI-driven analytics. A hierarchical ROI framework (tactical, operational, strategic) and temporal considerations, with a focus on measuring experiential value, are developed. Methodologies such as probabilistic path analysis and Bayesian models are evaluated for effectiveness. Ethical considerations regarding data privacy are also addressed. The findings provide actionable recommendations for optimizing digital marketing ROI, including the measurement of customer experiences, through comprehensive and ethical measurement practices.
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