The Internet changed from a pure information media to a distribution channel, challenging companies in measuring the performance of their online distribution channels. Multi-channel retailers are particularly concerned since they need to coordinate their efforts with traditional, offline retailing activities. The paper at hand presents a corresponding metrics system derived from literature and a Delphi study, allowing for comparability with offline channels.
Hiernerth, Claudia and Meyer, David, "A metrics system for the performance measurement of online distribution channels of multi-channel retailers" (2009). ECIS 2009 Proceedings. 16.