INMA_A01.QXD

(d) The framework must be flexible enough to be applied to different forms of online

presence, whether business-to-consumer, business-to-business, not-for-profit or

transactional e-tail, CRM-oriented or brand-building. Much discussion of e-market-

ing measurement is limited to a transactional e-tail presence. Adams et al. (2000)

note that a ‘one-size-fits-all’ framework is not desirable.

(e) Enable comparison of performance of different e-channels with other channels as

suggested by Friedman and Furey (1999).

(f) The framework can be used to assess e-marketing performance against competitors’

or out-of-sector best-practice.

When identifying metrics it is common practice to apply the widely used SMART

mnemonic and it is also useful to consider three levels – business measures, marketing

measures and specific Internet marketing measures (see objective setting section in

Chapter 4).

There are a framework of measures, shown in Figure 9.3, which can be applied to a

range of different companies. Metrics for the categories are generated as objectives from

Internet marketing planning which then need to be monitored to assess the success of

strategy and its implementation. Objectives can be devised in a top-down fashion, start-

ing with strategic objectives for business contribution and marketing outcomes leading

to tactical objectives for customer satisfaction, behaviour and site promotion. An alter-

native perspective is bottom-up – success in achieving objectives for site promotion,

on-site customer behaviour and customer satisfaction lead sequentially to achieving

objectives for marketing outcomes and business contribution.

1 Channel promotion

These measures consider where the web site users originate – online or offline, and what

are the sites or offline media that have prompted their visit. Log file analysis can be used

to assess which intermediary sites customers are referredfrom and even which keywords

PERFORMANCE MANAGEMENT FOR INTERNET MARKETING

Figure 9.3 The five diagnostic categories for e-marketing measurement

The WebInsights™ diagnostics framework

includes these key metrics:

1. Business contribution:
   Online revenue contribution (direct and indirect),
   category penetration, costs and profitability.


2. Marketing outcomes:
   Leads, sales, service contacts, conversion and
   retention efficiencies.


3. Customer satisfaction:
   Site usability, performance/availability, contact
   strategies. Opinions, attitudes and brand impact.


4. Customer behaviour (web analytics):
   Profiles, customer orientation (segmentation),
   usability, clickstreams and site actions.


5. Site promotion:
   Attraction efficiency. Referrer efficiency, cost of
   acquisition and reach. Search engine visibility
   and link building. E-mail marketing. Integration.

Organisation’s targets

Organisation’s tactics

1. Business
   contribution


2. Marketing
   outcomes


3. Customer
   satisfaction


4. Customer
   behaviour


5. Site
   promotion

Channel promotion
Measures that assess
why customers visit a
site – which adverts
they have seen, which
sites they have been
referred from.

Referrer
The site that a visitor
previously visited
before following a link.