EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index

Society as a whole is undergoing digital transformation. Public and private institutions face the challenge of digitalization, including the unequal development of their presence in the digital ecosystem. The main objective of this research is to present a model for measuring the digital presence of public and private institutions, that is, institutions' digital development index. The main variables for measuring web traffic are analyzed by identifying the factors that best explain the digital presence of the selected institutions and subsequently establishing an index for the classification of the institutions and the comparison and evaluation of their presence. Results show the medium–high digital development of the institutions analyzed. This study suggests that institutions' web managers should measure their digital marketing actions.