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

Michael P. Griffin, D. Steven White and Timothy P. Shea

International Journal of Business Information Systems, 2008, vol. 3, issue 4, 374-390

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.

Keywords: e-commerce; performance metrics; performance measures; small and medium-sized enterprises; SMEs; electronic commerce; spreadsheets; marketing. (search for similar items in EconPapers)
Date: 2008
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