A Data-Driven Fuzzy Performance Evaluation System for E-commerce Platforms

In the evolving landscape of e-commerce, assessing operational performance has become increasingly vital due to growing competition and the complexity of digital customer journeys. In this study, I propose a fuzzy performance measurement (PM) framework based on the marketing funnel approach, aiming to evaluate operational success beyond traditional financial indicators. The model incorporates 15 data-driven key performance indicators (KPIs), categorized into three stages: Awareness, Lead Nurture, and Sales. Fuzzy AHP is employed to determine the weights of KPIs, while performance score functions are used to translate actual values into meaningful scores. A sample application demonstrates how the method provides both overall and criterion-based performance evaluations. Results indicate that the proposed framework can offer actionable insights, particularly highlighting strengths and weaknesses across different operational dimensions. The study contributes to the literature by presenting a tactical-level PM model suitable for digital platforms and suggests future extensions using advanced fuzzy set theories.