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

Author

Listed:
  • Michael P. Griffin
  • D. Steven White
  • Timothy P. Shea

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.

Suggested Citation

  • Michael P. Griffin & D. Steven White & Timothy P. Shea, 2008. "Applied e-commerce metrics for small- to medium-sized enterprises," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 3(4), pages 374-390.
    • Handle: RePEc:ids:ijbisy:v:3:y:2008:i:4:p:374-390
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