Management & Marketing (Jan 2011)
PROPOSAL FOR A STEP OF SELECTION SUPPORT OF BEST PRACTICES FOR THE PILOTING OF THE EMARKETING PROJECTS
Abstract
With 1.8 billion investments on the web in the first semester of 2008, being14.7% of publicity investmentsi, E-marketing is a discipline which is in themiddle of media strategies. However, the evolutions of internet and of emarketingtools have developed a discipline becoming increasingly complexto understand.Although there are still many different methods of piloting,essentially based on the measure via the discipline of the Web Analytics, it’sdifficult today to predict e-marketing actions to set up to make fluctuate keyperformance indicators of web site and active e-marketing lever statisticauditing solution. However it is starting from these indicators that success ismeasured and that the profits of the online activities are maximized. Thus wepropose through this article, a method of qualification of the Best Practices inorder to assist the online marketers in the choice and the selection of thoseto improve the performance of a site and associated actions E-Marketing.
