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  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   ):