THE PERFORMANCE AUDIT OF A CORPORATE WEBSITE AS A TOOL FOR ITS INTERNET MARKETING STRATEGY

The paper discusses the issues of ensuring a performance of the corporate website that, therefore, facilitates the fulfillment of the strategic development goals of the enterprise. The efficiency of the audit for improving the online business management mechanisms is justified. The organizational and methodological peculiarities of the performance audit of the corporate website are reviewed. The usefulness of quantitative indicators received via analytical online-services is determined, and their applicability in the performance audit of the corporate website is confirmed. A special attention is drawn to the possibility of transforming quantitative indicators into the data necessary for the decision-making. The article suggests the use of the key performance indicators of the corporate website calculated on the basis of the numerical value of the quantitative indicators. Based on the clustering method, the ratio between the key indicators of the corporate website performance and the development goals of the enterprise is defined thereby making the objectives of the enterprise tangible and understandable for its management staff. It is claimed that the audit results encourage achieving the desired enterprise performance rates as well as fulfilling its strategic development goals

Marketing audit as a tool for business performance evaluation

Удосконалення аудиту маркетингової діяльності підприємства як одного з напрямів контролю є необхідною умовою його успішного функціонування в цілому. Дослідження присвячене маркетинговому аудиту як найрезультативнішому способу оцінювання ефективності маркетингової діяльності фірми. Розглянуто сутність маркетингового аудиту, як інструменту ефективності бізнесу та його значення в збутовій діяльності фірми. Визначено мету, завдання, предмет та цілі аудиту маркетингового середовища фірми як одного з напрямів аудиту бізнесу. Обґрунтовано необхідність застосування маркетингового аудиту на підприємствах для досягнення найвищої конкурентоспроможності продукції. Наведено основні характеристики маркетингового аудиту. Зазначено причини, за якими даний вид контролю використовується в нашій країні досить рідко. Наведено передумови виникнення та розвитку маркетингового аудиту, а також наведено його визначення, дані зарубіжними та вітчизняними авторами в різний час. Розглянуто методи аудиту внутрішнього та зовнішнього середовища, які набули найбільшого поширення в даний час. Розглянуто фактори зовнішнього та внутрішнього маркетингового середовища фірми, які враховуються аудиторами при аналізі маркетингового середовища підприємства. Зазначено та обґрунтовано критерії, яким повинен відповідати ефективний маркетинговий аудит, а саме: всеосяжність, систематичність, незалежність, періодичність. Обґрунтовано доцільність проведення маркетингового аудиту зовнішніми аудиторами для дотримання основних принципів аудиту. Визначено та встановлено передумови для успішного здійснення маркетингового аудиту й управління маркетингом. Зазначено основні фактори, які впливають на ефективність маркетингового аудиту, а також основні бар'єри, які впливають на використання маркетингового аудиту на практиці. Наведено основні характеристики маркетингового аудиту. Визначено критерії ефективності маркетингового аудиту та наведено ситуації, які вимагають термінового проведення аудиту маркетингової діяльності фірми.Improvement of he audit of the enterprise marketing activities, as one of the control directions, is the required condition for its successful functioning as a whole. The investigation deals with marketing audit as the most effective way to evaluate the effectiveness of the firm marketing activities. Thus, the essence of marketing audit as a tool of business efficiency and its importance in the marketing activities of the firm are considered in this paper. The purpose, task, subject and objectives of the audit of the firm marketing env ironment as one of the areas of business audit are determined. The need to apply marketing audit at enterprises in order to achieve the highest competitiveness of products is substantiated. The main characteristics of marketing audit are presented. The authors specify the reasons why this type of control is rarely used in our country. The assumptions of marketing audit origin and development, as well as its definitions, given by foreign and domestic authors at different time are given in this paper. The authors review the methods of internal and external audit that are most widely used today. The factors of external and internal marketing environment of the firm, taken into account by the auditors in the analysis of the marketing environment of the enterprise are considered. The criteria that should be met by effective marketing audit, such as: comprehensiveness, systematic character, independence, periodicity are identified and substantiated. The relevance of conducting the marketing audit by external audito rs in order to follow the basic principles of the audit are explained in this paper. Prerequisites for successful marketing audit and marketing management are identified and established. The main factors influencing the effectiveness of marketing audit, as well as the main barriers affecting the use of marketing audit in practice are indicated. The main characteristics of marketing audit are given. The criteria of marketing audit effectiveness are defined and situations requiring urgent audit of firm marketing activity are shown

Anode Front-End Electronics for the Cathode Strip Chambers of the CMS Endcap Muon Detector

The front-end electronics system for the anode signals of the CMS Endcap Muon cathode strip chambers has about 183000 channels. The purposes of the anode front-end electronics are to acquire precise muon timing information for bunch crossing number identification at the Level-1 muon trigger system and to provide a coarse radial position of the muon track. Each anode channel consists of an input protection network, amplifier, shaper, constant-fraction discriminator, and a programmable delay. The essential parts of the electronics include a 16-channel amplifier-shaper-discriminator ASIC CMP16 and a 16-channel ASIC D16G providing programmable time delay. The ASIC CMP16 was optimized for the large cathode chamber size (up to 3 x 2.5 m2) and for the large input capacitance (up to 200 pf). The ASIC combines low power consumption (30 mW/channel) with good time resolution (2 - 3 ns). The del ay ASIC D16G makes possible the alignment of signals with an accuracy of 2.2 ns. This note presents the anode front-end electronics structure and results of the preproduction and the mass production tests, including radiation resistance and reliability tests. The special set of test equipment, techniques, and corresponding software developed and used in the test procedures are also described

Performance of the CMS Cathode Strip Chambers with Cosmic Rays

The Cathode Strip Chambers (CSCs) constitute the primary muon tracking device in the CMS endcaps. Their performance has been evaluated using data taken during a cosmic ray run in fall 2008. Measured noise levels are low, with the number of noisy channels well below 1%. Coordinate resolution was measured for all types of chambers, and fall in the range 47 microns to 243 microns. The efficiencies for local charged track triggers, for hit and for segments reconstruction were measured, and are above 99%. The timing resolution per layer is approximately 5 ns

Performance and Operation of the CMS Electromagnetic Calorimeter

The operation and general performance of the CMS electromagnetic calorimeter using cosmic-ray muons are described. These muons were recorded after the closure of the CMS detector in late 2008. The calorimeter is made of lead tungstate crystals and the overall status of the 75848 channels corresponding to the barrel and endcap detectors is reported. The stability of crucial operational parameters, such as high voltage, temperature and electronic noise, is summarised and the performance of the light monitoring system is presented

Efficiency of Finding Muon Track Trigger Primitives in CMS Cathode Strip Chambers

In the CMS Experiment, muon detection in the forward direction is accomplished by cathode strip chambers~(CSC). These detectors identify muons, provide a fast muon trigger, and give a precise measurement of the muon trajectory. There are 468 six-plane CSCs in the system. The efficiency of finding muon trigger primitives (muon track segments) was studied using~36 CMS CSCs and cosmic ray muons during the Magnet Test and Cosmic Challenge~(MTCC) exercise conducted by the~CMS experiment in~2006. In contrast to earlier studies that used muon beams to illuminate a very small chamber area ($< \! 0.01$~m$^2$), results presented in this paper were obtained by many installed CSCs operating {\em in situ} over an area of $\approx \! 23$~m$^2$ as a part of the~CMS experiment. The efficiency of finding 2-dimensional trigger primitives within 6-layer chambers was found to be~$99.93 \pm 0.03\%$. These segments, found by the CSC electronics within $800$~ns after the passing of a muon through the chambers, are the input information for the Level-1 muon trigger and, also, are a necessary condition for chambers to be read out by the Data Acquisition System

Calibration of the CMS Drift Tube Chambers and Measurement of the Drift Velocity with Cosmic Rays

Peer reviewe

CMS Data Processing Workflows during an Extended Cosmic Ray Run

Peer reviewe

CMS physics technical design report : Addendum on high density QCD with heavy ions

Peer reviewe