Evaluating the Effectiveness of Internet Marketing Initiatives [Download]

Millions of dollars are being spent on internet marketing efforts yet there has been little developed that provides managers with the guidance they need to evaluate Internet marketing success. Counting clicks is not enough. Managers must be able to both predict and demonstrate the payoffs from internet marketing in order effectively allocate resources and funding.

This guideline provides practical guidance about:

• measures and a management control framework for implementation of Internet marketing initiatives
• tools and techniques that are appropriate for measuring the financial returns
• tools and techniques for improved planning and control (evaluation) of Internet marketing expenditures.

Authors

Mark J. Epstein, Distinguished Research Professor of Management at Jones Graduate School of Management at Rice University

Kristi Yuthas, Swigert Endowed Informations Systems Management Chair at Portland State University

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