Polytechnic University of Valencia Congress, CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics

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Evaluation of Business-Oriented Performance Metrics in e-Commerce using Web-based Simulation
Pece Mitrevski, Ilija Hristoski

Last modified: 27-06-2016


The Web 2.0 paradigm has radically changed the way businesses are run all
around the world. Moreover, e-Commerce has overcome in daily shopping
activities. For management teams, the assessment, evaluation, and
forecasting of online incomes and other business-oriented performance
measures have become ‘a holy grail’, the ultimate question imposing their
current and future e-Commerce projects. Within the paper, we describe the
development of a Web-based simulation model, suitable for their estimation,
taking into account multiple operation profiles and scenarios. Specifically,
we put focus on introducing specific classes of e-Customers, as well as the
workload characterization of an arbitrary e-Commerce website. On the other
hand, we employ and embed the principles of the system thinking approach
and the system dynamics into the proposed solution. As a result, a complete
simulation model has been developed, available online. The model, which
includes numerous adjustable input variables, can be successfully utilized in
making ‘what-if’-like insights into a plethora of business-oriented
performance metrics for an arbitrary e-Commerce website. This project is,
also, a great example of the power delivered by InsightMaker®, free-ofcharge
Web-based software, suitable for a collaborative online development
of models following the systems thinking paradigm.

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