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

Authors: Michael P. Griffin, D. Steven White, Timothy P. Shea

Addresses: 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

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.

DOI: 10.1504/IJBIS.2008.018039

International Journal of Business Information Systems, 2008 Vol.3 No.4, pp.374 - 390

Published online: 28 Apr 2008 *

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