Immersive Marketing on Metaverse
Amaresh Jha · Advances in marketing, customer relationship management, and e-services book series · 2023
Measuring immersive marketing experiences in the metaverse is a new area of study and it includes a wide range of algorithms to make better assessments and predictions. Any algorithm or metrics to measure the effectiveness of metaverse marketing will require a large amount of data, and then comes the challenge of data security and privacy. This study primarily aims at providing a framework for measuring the effectiveness of metaverse marketing considering the key drivers of virtual-commerce experiences and the metrics like engagement rates, conversion rates, customer acquisition costs, and the privacy and security-related changes in metaverse data analytics.