Measuring the value of corporate web sites

As marketing executives respond to increased pressure to measure the impact of their activities, corporate Web sites can be a useful tool in measuring marketing performance. This study presents the results of a series of interviews with Web site managers aimed at describing the most common methods of determining the value contribution of corporate Web sites. However, despite the availability of large amounts of site usage data, Web site performance measurement tends to be performed ad hoc by most organizations, and there is little assessment of the relationship between the performance of a company's external Web site and overall corporate results or increase in shareholder value.