Abstract:

Measurement issues are one of the essential problems in business management nowadays. Various types of metrics (outcomes) reflecting more or less significant effects of business activities are presented in numerous business performance concepts. The 21st century is characterised by a radical change in the business environment, with dynamic commercial and communication developments in digital space. This change means new challenges for business performance measurements, including marketing. The aim of the paper is to locate modern metrics (digital, virtual) that occur due to ongoing digitization in measuring the marketing performance, compare those outcomes to 'traditional' performance metrics and define the future direction (trend) in performance measurements development in the digital age.