Learning objectives

After reading this chapter, the reader should be able to:


 Identify the tasks necessary when managing an online presence


 Understand terms used to measure and improve site effectiveness


 Develop an appropriate process to collect measures for Internet

marketing effectiveness

Questions for marketers

Key questions for marketing managers related to this chapter are:


 How much resource do I need to put into maintaining and

monitoring the site?


 What processes should I use to maintain the web site?


 How do I measure the effectiveness of web marketing?

Links to other chapters

This chapter should be read in conjunction with these chapters:

Chapter 4 describes the development of an Internet marketing

strategy. The aim of measurement is to quantify whether the

objectives of this strategy have been achieved

Chapter 7 describes how to set up a web site, and should be read

before this chapter to introduce the reader to concepts of web site

development

Chapter 8 describes methods of promoting a web site. It should be

read before this chapter since one aspect of measuring the

effectiveness of Internet marketing is aimed at assessing the

different promotional methods

9

Main topics

Performance management for
Internet marketing 417

The maintenance process 433

Responsibilities in web site
maintenance 435

Case study 9

Learning from Amazon’s culture
of metrics 441

Chapter at a glance

Maintaining and monitoring

the online presence