CHAPTER 10 : Evaluation and improvement of digital channel performance

CHAPTER 10: EVALUATION AND IMPROVEMENT OF DIGITAL CHANNEL PERFORMANCE

CASE STUDY : LEARNING FROM AMAZON'S CULTURE OF METRIC

Amazon.com is a vast Internet-based enterprise that sells books, music, movies, housewares, electronics, toys, and many other goods, either directly or as the middleman between other retailers and Amazon.com's millions of customers.

Performance management for digital channel

stage 2 : Defining the performance metrics framework

stage 3 : Tools and techniques for collecting insights, running processes and results

stage 1: Creating a performance measurement system

Amazon use customer- centric metrics :- How could we calclulate customer enjoyment ? -How frequency customer visit our website ?

Amazon has developed internal tools to support this ‘Culture of Metrics’.

Amazon use automated email measurement and optimisation system

Content management process

Amazon has achieved through developing its technology internally and with a significant investment in this which may not be available to other organisations without the right focus on the online channels.

• WRITE
• REVIEW
• CORRECT
• PUBLISH
• TEST
• PUBLISH

Responsibilities for customer experience and site management

• Implemented numerous features and functionality that simplify and improve the customer shopping experience
• Enable third parties to sell on their platform, and facilitate , fulfilment and customer service operations.
• Increase customer traffic to its websites.
• Create awareness of its products and services.
• Promote repeat purchases.
• Develop incremental product and service revenue opportunities.