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internet marketing metrics

 and, finally, an assessment of the suitability of tools 

and techniques for collecting, analysing, disseminating and actioning results.

Stage 1: Creating a performance management system

The essence of performance management is suggested by the definition for performance 

measurement used by Andy Neely of Cranfield School of Management’s Centre for Business 

Performance. He defines (Neely et al., 2002) performance measurement as:

the process of quantifying the efficiency and effectiveness of past actions through acquisi-

tion, collation, sorting, analysis, interpretation and dissemination of appropriate data.

Performance management extends this definition to the process of analysis and actioning 

change in order to drive business performance and returns. Online marketers can apply many 

of the approaches of business performance management to Internet marketing. As you can 

see from the definition, performance is measured primarily through information on process