Figure 9.2 A summary of the performance measurement process

In an Internet marketing context, corrective action is the implementation of these solutions as updates to web site content, design and associated marketing communications. At this stage the continuous cycle repeats, possibly with modified goals. Bourne et al. (2000) and Plant (2000) suggest that in addition to reviewing objectives, the suitability of the metrics should also be reviewed and revised.

Measurement is not something that can occur on an ad-hoc basis because if it is left to the individual they may forget to collect the data needed. A 'measurement culture' is one in which each employee is aware of the need to collect data on how well the company is performing and on how well it is meeting its customers' needs.

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