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The E-value Map

Having completed an Internet effectiveness scorecard evaluation at the macro level, it is beneficial to follow this up at a finer level of detail. To accomplish this we can consider the value criteria through e-value maps. These maps allow each process in the value criteria to be examined, including the process ownership. The creation of this framework facilitates continued discussion surrounding evaluation criteria and forces the prioritization issues to be resolved. A suggested first step is to establish a value map at the ownership level.

Ownership Value Map

In this map the stakeholders at each level of the organization are asked to determine their three[3] most important success criteria. Clearly these will not all be identical; however, they should all support the overriding goals of the senior management group. The CEO may for instance focus on brand development as the number one priority. The development of this objective may be formulated differently in the organization's individual divisions. In Europe, this may mean the brand is reinforced by providing a consistent pricing structure across different countries; in the North American division, this may mean perfecting customer service levels; and in Latin America the branding issue may be driven by market coverage and by building partnering relationships with e-commerce portals and providers. Each of these criteria is then passed through the organization to the next level of ownership—the country managers—and then down to their marketing-automation and technical groups.

[3] The use of three criteria focuses the discussion; more can be used. However a computational explosion in issues arises and distracts from the effective use of the technique. The mutually exclusive, collectively exhaustive (MECE) methodology of selecting criteria is suggested. For further reading see Ethan M. Rasiel, The McKinsey Way, N.Y., McGraw-Hill, 1999.


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