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In many cases, simple metrics are preferable to complex metrics, and it is often simpler to measure arrivals and activity rates.Acquisition statistics are primarily focused on the source of traffic – referring domains, search engines, keywords, etc Campaign analysis tools add richness to these and allow for qualification of visitors 23 Conversion • • Conversion and activities leading to conversion are important characteristics to capture from visitors Conversion Measures: 1.2 Recommended Reading • • • Schneider (2013): Chapters 11 & 12. Developing countries lag behind in terms of broadband connectivity 5.Chaffey (2011): Chapters 11 and 12 Jelassi and Enders (2005): Strategies for e-business Part III Turban et al (2011): Business Intelligence, 2 nd Edition Beynon-Davies, P (2005): e-business Laudon & Traver (2004): Chapters 12 -14 Siegel, D (1999): Futurize your Enterprise, New York, Wiley. Monitoring the “digital divide”: Both Inter-country and intra-country 1. Developments in country groups deserving special attention: BRIC (and VISTA): BRIC Economies in the Doldrums 3.Recent trends: Growing more slowly than forecast; PC sales falling 2. What attributes describe your best customers that can help you target other prospects like them? What progression through sections of your site do you wish to encourage? 11 Traditional Business Metrics • • • Overall corporate value: • Market capitalization • Price-to-earnings ratio • Fixed assets Corporate process management: • Cash flow • Inventory turnover • Net profits • Customer turnover Financial expectations: • Market share • Book-to-bill ratios • Revenue per customer • Revenue per employee • Industry sector growth 12 Implications for e-business • • • E-business is real-time business and the indicators of marketplace trends are recorded as they happen.
Do not compare your rate to published rates, even those of direct competitors – ensure that your rates are appropriate to your own business 3. Publication Date: 01 -JAN-04 (a little dated) Publication Title: Marketing Science Problems: How does one actually get Customers to become repeat buyers?
Policy options: Differ according to stage of development 3. International connectivity challenge: problematic in many countries Future outlook and implications of the financial crisis: Who can say? Most studies show positive impact of ICT use on economies 2.