E-Metrics - Business Metrics For The New Economy --- White Paper --- Target Marketing

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E-Metrics
White Paper

White Paper:

E-Metrics - Business Metrics
For The New Economy

Co-authored by Jim Sterne of Target Marketing and
Matt Cutler of NetGenesis.

Driven by the clear need for precise, informative indicators of e-business success, NetGenesis and Target Marketing conducted extensive interviews with senior executives from leading Web sites to uncover current best practices in e-business measurement. This research revealed that while all e-business managers clearly recognize the tremendous value of e-customer analytics, most lack the staff, technical resources, and expertise to harness and put to effective use the flood of raw data produced by their Web systems.

By correlating these research conclusions with the online customer life cycle model, this paper offers the first set of 'e-metrics' aimed at providing Web site managers new, fundamental insights into their e-business. New e-metrics introduced include the Personalization Index, Stickiness, Seducible Moments, the Freshness Factor, and more.

This document covers three major areas:

Sections 4-8 present the research results and conclusions, introduce the customer life cycle, and explain each stage of this life cycle in-depth.

Sections 9-13 offer an innovative set of readily applicable, useful e-metrics (including appropriate mathematical formulas), discuss the ramifications of these metrics, and provide recommendations for e-businesses looking to realize significant competitive advantages and cost savings through the application of these e-metrics.

Download the white paper. (pdf)

Target Marketing
211 E. Victoria St., Suite E
Santa Barbara, CA 93101
+1 (805) 965-3184 phone
+1 (805) 965-8687 fax

www.targeting.com