INMA_A01.QXD

AEncouraging participation. Techniques that can be used are:
interruption on entry – a common approach where every 100th custom ...

Mystery shoppers Real-world measurement is also important since the Internet channel does not exist in isolation. It must work i ...

created, as described in Chapter 7. The model only applies to minor updates to copy, or perhaps updating product or company info ...

several facets. For the information on the site to be accurate it clearly needs to be up-to-date. Trigger procedures should be d ...

person with responsibility for Internet or new-media marketing, a communications manager who places above-the-line advertising, ...

work. The only way such a process can be detailed is if it is written down and its impor- tance communicated to all the particip ...

Who owns the content? For a medium-to-large site where the content is updated regularly, as it should be, it will soon become im ...

orders online. As these facilities are added the web site changes from an isolated system to one that must be integrated with ot ...

Content management Content managementrefers to when software tools (usually browser-based software run- ning on a server) permit ...

Assign responsibility for particular content types of site sections;
Make the quality of web content produced part of employ ...

site revenue upper/lower bounds – Round describes an alarm system rather like a power plant where if revenue on a site falls bel ...

‘Good point’, Jeff said. ‘And anyway, enjoyment is just the start. In the end, we should be measuring cus- tomer ecstasy.’ It is ...

We use a set of applications for accepting and validat- ing customer orders, placing and tracking orders with suppliers, managin ...

is one of the largest traditional bookstores. It found compe- tition with online so expensive and challenging, that eventually i ...

Questions 1 By referring to the case study, Amazon’s web site for your country and your experience of Amazon offline communicati ...

Exercises 2 Measures of Internet marketing effectiveness can be categorised as assessing:
Level 1: Business effectiveness– thes ...

Essay and discussion questions 1 ‘Corporate standards for a web site’s format and update process are likely to stifle the creati ...

Bourne, M., Mills, J., Willcox, M., Neely, A. and Platts, K. (2000) Designing, implementing and updating performance measurement ...

E-metrics(www.emetrics.org). Jim Sterne’s site has many resources for online marketing metrics.
Web Analytics Association(WA ...

Learning objectives After reading this chapter, the reader should be able to:
Understand the potential of online business-to-c ...