Methodology
The period considered is from May 5th to June 30th, 2008
The criteria selected are based on the critical milestones of the interaction between the potential customer and the brand.
The period considered is from May 5th to June 30th, 2008
The criteria selected are based on the critical milestones of the interaction between the potential customer and the brand.
6 criteria
- # of clicks for registration
- Confirmation of the registration (yes or no)
- Nature & quality of the confirmation e-mail
- Validation of the registration required (yes or no)
- # of individual communication messages from the brand within the period considered
- Nature & quality of the follow-up
Each criteria is evaluated on a scale from 0 (bad) to 5 (excellent). The global score for each brand is based on the average of scores of all criteria (all of them having the same weight). Brands have been grouped based on their global score in 3 categories represented by a smiley. Top 3 brands of each category are mentioned in the final ranking (previous page).
When a brand has several websites (e.g. Chanel), the one with the highest score has been considered in the consolidation.
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