Internal marketing audit
An internal audit will assess the capability of the resources of the company such as its people,
processes and technology to deliver digital marketing compared with its competitors. (In
Chapter 10 we discuss how teams should be restructured and new resources used to deliver
competitive online marketing and customer experience.) The internal audit will also review
the way in which a current website or e-commerce service performs. The audit is likely to
review the following elements of an e-commerce site (which are described in more detail in
‘Focus on Web analytics: measuring and improving performance of digital business services’
in Chapter 12 ):
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