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BUS 361: Chapter 12

BUS 361: Chapter 12. Performance Metrics In E-Commerce. Learning Outcomes. Explain the benefits of metrics Identify & Describe the importance of the various types of metrics Explain how traffic metrics can help assess internal processes

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BUS 361: Chapter 12

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  1. BUS 361: Chapter 12 Performance Metrics In E-Commerce

  2. Learning Outcomes • Explain the benefits of metrics • Identify & Describe the importance of the various types of metrics • Explain how traffic metrics can help assess internal processes • Explain how marketing-oriented help plan marketing efforts • Identify the major types of financial and other metrics • Describe the major sources of information for creating performance metrics

  3. Why Controlling function requires measurements • Motivation to do the right things • Analysis of performance • Are promotional campaigns working? • Means to reward performance

  4. Align with Objectives • Reminder objectives must be quantifiable & specific • Strategy & objectives change with the stage in the business life cycle • Number of visitors • Length of visit • Opt-ins for emails/newsletters • Sales per visitor • Cost per visitor

  5. Limitations of Metrics • If strategies change quickly metrics may irrelevant or misleading • Measurement can be expensive • Vulnerable to access or tampering • Soft (qualitative) metrics not as accepted as hard data

  6. Click Fraud • Problem with display and search ads • False data to get payment under false pretences • Person, automated script or computer program • Estimates of fraudulent clicking 10-50% • Look at source and timing of clicks to detect fraud

  7. What should we Measure • Traffic & site usage metrics • Social network metrics • Marketing metrics • Financial metrics • Other performance metrics • Multi-dimension metrics We will look at each of those ..

  8. Traffic Information about: • Traffic volumes, site usage, traffic sources, visitor attributes Measure of site’s potential Basic unit that financial backers, advertisers & affiliates want to see. Hits, Page views, ad views & impressions, banner impressions, visits, unique visitors, users and time

  9. Site Usage • Assess the effectiveness of the website • Leaky bucket analogy • Site usage measures the leaks • Spatial • Top entry page • Top exit page (leak) • Most visited page • Least visited page • Paths within the site • Temporal analysis • By time, day, week or month • Correlation with promotions

  10. Social Network Metrics 4 Basic objectives, related KPI’s and metrics • Dialogue • Advocacy • Support • Innovation See table 12.2 for the KPI’s and metrics

  11. Marketing Metrics Needed to help improve our marketing efforts • Click-through rates • Conversion rate • Referrer analysis • Location analysis • Customer profile analysis • Shopping basket analysis

  12. Financial Metrics • Revenue, Expenses, ROI etc • Standard accounting fare

  13. Multi-Dimensional • Balanced scorecard • Using a variety of metrics • Financial • Customer • Internal process • Learning & growth • External Scorecards

  14. Sources of Information • Click-stream Analysis • Cookies • Electronic Wallets • Web Server log files • http request, date, time, operating system, browser type, referrer URL • Web Bugs (clear GIFs) • Transaction & User Profile Databases • Social Media • Infomediaries

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