Understanding how your online investments are performing is a key business performance metric, both in terms of justifying continued funding and identifying how best to further develop online initiatives to deliver the most business value for your organisation.

Maybe it is surprising, therefore, to see just how many major companies do not have a firm grasp on measuring Web activity and are not doing an effective job of assessing and analyzing the contribution of online activities to their overall business. In some organizations, measurement was de-scoped from the requirements in the original rush to get online capabilities into place. For others, the call to accountability has been embraced, leading to a measurement frenzy generating copious amounts of data but insufficient quality analysis & evaluation to drive effective decision-making.

There is a high probability that at least some current online initiatives that were born in the heady days of the late 1990’s would not secure necessary corporate funding if they were being launched today. Without appropriate measurement, it’s difficult for companies to make effective decisions on these initiatives.

The focus of this event is an open, roundtable discussion to discuss the current experiences of member companies and potential solutions moving forward. In particular, the discussions will seek to address questions including: am I measuring the right things; how do I balance the quantity verses quality of performance information received; how do I get an effective four step business cycle which includes ‘Decide’, ‘Implement’, ‘Measure’ & ‘Evaluate’; how do I integrate online measurement with offline business activities.

We also have a case study presentation from Standard Life’s central eCommerce team, who will set out they’re measurement activities to date (what has & has not worked), things that they’re not doing but should be, and what they see as the future challenges. Standard Life’s case study also addresses the challenges of delivering consistent & comparable analysis across business units that report & measure business activity in different ways.

If you are responsible for setting the approach to your online business and would like to learn from the experience and ideas of Peer group companies, please join us.