A01 chaf6542 06 se fm indd

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   Business effectiveness.  This will include the contribution of the site to revenue, profit-

ability and any indications of the corporate mission for the site. The costs of producing 

and updating the site will also be reviewed, i.e.  cost–  benefit analysis.  

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   Marketing effectiveness.  These measures may include: 

   

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  leads;  

  

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  sales;  

  

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  cost of acquiring new customers;  

  

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  retention;  

  

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  market  share;  

  

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  brand  engagement  and  loyalty;  

  

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  customer  service.   

 These measures will be assessed for each of the different product lines delivered through 

the website. The way in which the elements of the marketing mix are utilised will also be 

reviewed.