In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance Indicators (KPIs) can and should play an important role in marketing strategy formulation. It is the aim of this article to survey the various DM metrics to determine and address the following question: What are the most relevant metrics and KPIs that companies need to understand and manage in order to increase the effectiveness of their DM strategies? Therefore, to achieve these objectives, a Systematic Literature Review has been carried out based on two main themes (i) Digital Marketing and (ii) Web Analytics. The search terms consulted in the databases have been (i) DM and (ii) WA obtaining a result total of n = 378 investigations. The databases that have been consulted for the extraction of data were Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. In this study, we define and identify the main KPIs in measuring why, how and for what purpose users interact with web pages and ads. The main contribution of the study is to lay out and clarify quantitative and qualitative KPIs and indicators for DM performance in order to achieve a consensus on the use and measurement of these indicators.

From a managerial perspective, the rapid diffusion of actions and strategies accelerating the digital transformation of institutions is critical for success. However, in education, business, and management studies, digital transformation can be understood as simple evolutionary processes that enable business models, operational processes, and experiences to be made quickly and efficiently by institutions and agents. This aspect can sometimes lead to opposition, especially when little information is available or in situations of high uncertainty. This research aims to evaluate the involvement of an institutional ecosystem in the digital transformation at universities. Using data collected in Chile, this paper analyzes how the adoption of technologies by universities provides a context for understanding digitalization, measured by the IAU World Higher Education Database (UNESCO). The main finding of this paper is that there is a wide and relevant range of impacts of technological change in higher education institutions, particularly in the categories of values and operations. Additionally, this work serves as a repository of knowledge applicable to similar situations considering the specificities of each particular case. The importance to intervene in relation to certain variables at different levels of managerial performance is described and the implications for higher education institutions are discussed in these pages.

Since virtual education has increased from a local to a global audience, it is of great importance to understand the role that cultural and social backgrounds play in the transition to digital education. Therefore, a review of preferences and evidence among different Latin American regions and nations increases understanding. This digital transformation can be assessed under several categories of cultural, social, and economic situations. Traditionally, universities are known as formal institutions with emerging education trends, but it is mandatory to address the managerial work and implications of the institutions themselves. Particularly, universities play a relevant role in understanding the effective digital transformation in communities, but the profile of the educational system is very important for configuring this process. This research points out the main dimensions that prevent societies from increasing their educational level. By using comparative data analysis and documentary references, this paper highlights a systemic perspective for understanding the digital transformation in higher education, but it also expands the range to managerial decisions about the role educational ecosystems play in this transformation. Moreover, this study provides an overview of how relational elements configure management in higher education institutions.

Purpose: In this paper, the authors present an empirical framework that incorporates different factors of the impact of COVID-19 on small- and medium-sized enterprises (SMEs) in La Rioja, Spain, in relation to the value chain, gender and family business and allows the evaluation of these impacts on the SMEs' outcomes.Design/methodology/approach: The authors conduct exploratory research based on phone interviews with 329 business managers from SMEs in La Rioja (Spain), from June 1 to June 30 2021, using ordinary least squares linear regression and matching procedures to test the study hypotheses.Findings: The results show that the impact of COVID-19 related to primary activities in adding value, such as inbound logistics, operations and marketing, have a positive influence on innovation outcomes in SMEs, as do female managers. Family SMEs present poorer innovation outcomes.Practical implications: At the organizational level, this paper may be of interest to management, and at the national and regional levels to policymakers, since it could help to develop policies that support SMEs' sourcing, operations and marketing in order to prepare for potential value chain disruptions. Additionally, this research may help decision-makers to foster and promote innovation in SMEs as a way of ensuring their resilience.Originality/value: In this paper, the authors provide novel evidence about the effect of COVID-19 in SMEs. Moreover, it has been shown that the COVID-19 pandemic has triggered the redefinition of supply chains at the organizational level.

El neuromarketing es un tópico fundamental en el mundo tecnológico actual y ha experimentado un crecimiento explosivo en los últimos años como herramienta de la comunicación. Últimamente, las asignaturas de neuromarketing han mejorado mucho cuando la enseñanza está respaldada por cursos y experimentos de laboratorio siguiendo el paradigma de "aprender haciendo", que proporciona a los estudiantes una comprensión más profunda de su aprendizaje. Sin embargo, muchos programas educativos no enseñan a los estudiantes sobre el uso y las aplicaciones del neuromarketing. Bajo el supuesto de que los avances en neuromarketing cambiarán las prácticas tradicionales en el aula, el objetivo de este trabajo es proponer una combinación de tecnologías para convertir un proyecto de neuromarketing en una actividad de laboratorio, haciendo que este sea más atractivo para los estudiantes al mejorar la aplicación de los planes de estudio en postgrados de administración de empresas. Este proyecto ha sido evaluado con éxito sobre la base de respuestas a cuestionarios de estudiantes y expertos que calificaron positivamente la actividad de laboratorio, encontrando el aprendizaje como muy bueno y/o excelente, alcanzándose además buenos resultados académicas. En el contexto específico de una universidad privada virtual, este trabajo se orientó al diseño de un taller de neuromarketing para desarrollar determinadas competencias genéricas en la mejora de los procesos educativos en las universidades. Los hallazgos de esta investigación resultan relevantes en las decisiones de política educativa, pero también en la teoría y práctica pedagógica en el ámbito de este estudio.