Web analytic tools provide companies with a wealth of information about the behavior of visitors to their websites. Quality Alloys, a small business-to-business supplier, has hired an advisor to analyze the value of its website through traditional metrics, as well as the associated financial measures of sales, profits, and amount of merchandise sold. In this case, students recommend how Quality Alloys should market its business to improve sales and assess the value of the company's recent promotional efforts.

Case id: 110203
Supplemental Material: Teaching Note, Excel Spreadsheets