Relative- and trend-based factors were used instead of raw figures to score consistently for both small and large enterprises. Frequency of site change based on customer feedback.Year over year change in e-commerce revenue.Year over year change in annual revenue.Questions and combinations of questions were designed for the survey that would capture several aspects of each factor. To define success for this Benchmark Study, the pre-survey literature review identified five key factors to consider: financial metrics, site design and performance, customer orientation, internal resources and capabilities, and competitive comparisons. The incentive for participating in the survey was the chance to win a choice of an Apple iPad Air or MarketingSherpa Summit ticket (plus hotel stay at the Aria Resort), which was made available to a winner selected at random following the close of the survey. In many cases, responses of “not applicable” or “other” have been omitted from charts because they did not contribute to understanding the questions at hand. Responses were tabulated in SAS JMP 11.1.1, and charts were prepared using Microsoft Excel and graphic design software. At times certain bars may have been omitted from bar charts because their category did not meet a desired number of responses. However, each individual should use their own judgment when interpreting charts with a low number of responses. Helpful insights may still be gleaned from highly differentiated but small response groups. The number of responses, denoted with “N=” on each chart, and differentiation levels between respondent groups were both taken into account when determining the validity of charts. The charts found within this Benchmark Study were selected for publication based on a combination of helpfulness of information to the audience and scientific validity. Comparison to those outside the e-commerce business and marketing community is beyond the scope of this publication. Results should, therefore, be interpreted in the context of that group. To ensure quality and relevance, submissions from respondents who indicated they were not engaged in e-commerce marketing were excluded.
The sampling method used was an incentivized non-probability voluntary sample composed of MarketingSherpa and Magento registered subscribers, and those responding to invitations promoted through social media platforms. After data cleaning, there were 4,346 qualified complete and partial responses from e-commerce marketing and business professionals across six continents. Some responses were reformatted for consistency. Certain responses were removed because they were not reasonable responses to the questions. The initial query began with a pre-survey academic literature review, consisting of peer-reviewed journals, interviews with e-commerce thought leaders and published surveys across a variety of academic, business and e-commerce research verticals.įurther query took the form of an online survey of e-commerce marketers. MarketingSherpa fielded the E-commerce Benchmark study from January 16 to February 14, 2014.
0 kommentar(er)
