Performance Measurement and e-Commerce Evaluation

Overview/Description
 Few concepts have had as great an impact on business as e-commerce. With e-commerce, business owners around the world are taking advantage of world-wide markets, enabling them to increase sales, profits, and market share. However, given the speed at which the world of e-commerce moves, performance measurements and evaluations are vital. This course will introduce you to metrics (tools used for performance measurement) and offer suggestions that will help you to apply them to your business. By increasing your understanding of performance measurement and e-commerce evaluation, you increase the likelihood that your business will see increased success, growth, and revenues.

Target Audience
 This series of courses is directed towards company executives and managers wishing to initiate or improve e-commerce applications.

Expected Duration
2.0 hours

Lesson Objectives:

Introduction to Metrics

  • recognize the benefits of using metrics to assist an e-commerce business.
  • identify how the use of metrics can have a positive effect on the growth and vitality of an e-commerce business.
  • identify the primary usages for metrics in achieving organizational goals.
  • identify the challenges that online businesses face when utilizing metrics.

    • Demographics of the Internet

  • recognize the benefits of understanding Internet demographics from a corporate perspective.
  • recognize common online marketing research techniques.
  • choose the appropriate online market research techniques, in a given scenario.
  • match each segmentation variable to its example.
  • identify demographic information that will help an online business to target customers.
  • effectively use demographics to target customers, given a scenario.

    • Company-related Performance Metrics

  • recognize the benefits of applying e-commerce company-related performance metrics.
  • recognize the metric that will measure the effect that training has on sales within an e-commerce business.
  • apply the appropriate metric to measure the effect that training has on sales, in a given scenario.
  • recognize the metric that will measure return on investment for an e-commerce business.
  • determine the return on investment for an e-commerce business, in a given scenario.
  • recognize the metric to be used for measuring profitability.
  • effectively apply the profitability metric, in a given scenario.

    • Customer-based Performance Metrics

  • recognize the benefits of applying customer-based performance metrics.
  • apply the metric used for measuring the cost of acquiring new customers, in a given scenario.
  • analyze customer acquisition costs and determine whether a company needs to alter its advertising strategies.
  • recognize the metric that will measure conversion rates.
  • analyze visitor and sales information in a manner that will help to increase web site effectiveness.
  • recognize the metric that will measure customer profitability.
  • apply the customer profitability metric to determine customer profit levels in a given situation.

    • Course Number: EBUS0126