Applied e-commerce metrics for small- to medium-sized enterprises

Authors:
Michael P. Griffin;D. Steven White;Timothy P. Shea
Affiliations:
Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA.;Department of Management & Marketing, Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA.;Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA
Venue:
International Journal of Business Information Systems
Year:
2008

Citing 11
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Abstract

E-commerce enables marketers by providing them with access to broader markets, enhanced communications and a 24/7 global market place. The benefits to Small- to Medium-Sized Enterprises (SMEs) who establish e-commerce capabilities have received much attention in the literature. Similarly, the need to develop and utilise performance metrics is well documented. What is missing is a practical guide to calculating performance metrics with which to measure e-commerce marketing efforts. To operate without marketing metrics, or measurement tools, invites failure. Simple, actionable, e-commerce metrics are presented for adoption by SMEs who seek to track and improve their internet marketing efforts. The use of these basic metrics easily implemented by using a standard spreadsheet package should provide marketers with enough information to monitor and control their e-commerce marketing implementations.