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@article{198525,
        author = {Gowda Manisha Tejkumar and Dr. Syed Shahid Raza},
        title = {Impact of Consumer Interaction Metrics on Online Marketing Effectiveness: A Data Analytics Approach},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9423-9426},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198525},
        abstract = {The rapid growth of digital marketing has enabled businesses to track consumer behavior using various interaction metrics such as click-through rate, engagement, bounce rate, and time spent on content. Understanding how these metrics influence marketing effectiveness has become important for improving digital strategies.
This study aims to analyze the impact of consumer interaction metrics on online marketing effectiveness using a data analytics approach. The research is based on primary data collected through a structured questionnaire. Statistical techniques such as descriptive analysis, correlation, regression, and ANOVA were used to examine the relationships between variables.
The findings show that engagement and click-related behaviors have a positive influence on purchase decisions, while bounce behavior negatively affects marketing effectiveness. However, the impact of interaction metrics is moderate, indicating that other factors such as trust, content quality, and user experience also play an important role.
The study provides useful insights for marketers to improve digital campaigns using a data-driven approach and highlights the importance of combining interaction metrics with user experience strategies.},
        keywords = {Digital Marketing, Consumer Interaction Metrics, Engagement, Bounce Rate, Purchase Behavior, Data Analytics},
        month = {April},
        }