Jupiter: Profitability will determine online success

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According to new research from Jupiter Communications, while 76% of CEOs at traditional consumer businesses are involved in strategic decisionmaking for their online businesses, only 24% now measure the success of their online initiatives as an integrated approach to their core businesses.The report, which is part of a new research service at Jupiter, found that executives consider the number of online customers (62%) and revenue earned by their online initiatives (53%) as the top two measurements of online success. However, 85% of executives said profitability will become one of their top two metrics for success in the next five years, with the amount of revenue earned dropping to 45% and the number of online customers dropping to 31%.

Copyright February 1999, Crain Communications Inc.

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