Internet Scorecard 2.0

This book offers you a user’s guide to understanding the success factors behind a web-based operation. It provides a methodology for rendering your online results transparent and for defining your online goals. The aim is to increase appreciably the return on investment in the internet and to attain the business objectives. We are convinced that an internet strategy is not an end in itself but above all a means of achieving your business objectives. In this book we place even more emphasis on describing online strategy and on translating objectives into success factors and indicators. With the help of this book, you will be able to measure the performance of your online operations and to improve them. The book serves as a lucid handbook for everyone who is involved, at a managerial or operational level, with the online activities of an organisation. The methodology looks at online operations from four perspectives: financial, the customer, the website itself and the organisation behind the Web. The method provided in the Internet Scorecard is applicable to all types of websites: information and sales oriented sites and websites with a branding or publishing model.