How to Measure the Contribution of the Internet Channel?

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SHAZIA KHAN

How to Measure the Contribution of the Internet Channel?

Click and mortar firms often find it difficult to measure the contributions of their internet channel. What are the best practices to deal with this issue?

  Jaap de Jonge
Editor, Netherlands
 

Measuring the Contribution the Internet Effort is Making in a Large Firm

Very good question. Having an internet channel besides your physical one(s) in a large company has multiple strategic, tactical and operational benefits but also has major drawbacks and pitfalls.
Some of these can be measured in part, but in my view it is impossible to calculate the contribution of the whole effort in financial, quantitative terms.

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