Abstract
Marketing-online spendings capitalization led to customer acquisition is focused on demonstrating with this paper that it is controllable and has a quantifiable future benefit. In that case it must be capitalized over an increase in the value of the company (Enterprise value – EV). It will be demonstrated that there is enough data to establish that spendings on online paid advertising (SEM for Google, or Facebook Ads.) can be treated as an investment that generates a quantifiable future benefit and therefore can be activated. In this sense, it must be treated within international standards and therefore in the Spanish National General Accounting Plan of 2007, which would require an important and urgent revision, and in whose last revision of 2022, not yet taken into consideration. The research group will use a specific case study to demonstrate that an investment made for the growth and sales of a company generates a controllable, identifiable future benefit that maximizes its assets. This case study will be carried out through a cohort analysis.
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Martínez-Moya, L.J., Ros-McDonnell, L., de la Fuente, M.V. (2024). Marketing On-Line OPEX as CAPEX. In: Bautista-Valhondo, J., Mateo-Doll, M., Lusa, A., Pastor-Moreno, R. (eds) Proceedings of the 17th International Conference on Industrial Engineering and Industrial Management (ICIEIM) – XXVII Congreso de Ingeniería de Organización (CIO2023). CIO 2023. Lecture Notes on Data Engineering and Communications Technologies, vol 206. Springer, Cham. https://doi.org/10.1007/978-3-031-57996-7_31
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