Benchmark - A predetermined standard against which performance can be measured

Benchmark - A predetermined standard against which performance can be measured. It is included here because the fast-evolving nature of e-commerce has resulted in there being few online benchmarks that stand any test of time before technology - or better practice - supersedes them. Having no dependable benchmark makes objective assessment of any practice - an online advertising campaign, for example - difficult, if not impossible. Similarly, there is no benchmark for good, or effective, web site design.