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Marketing - Marketing Metrics - Measuring Marketing Effectiveness 

The articles and papers linked from this site discuss issues of the measurement of marketing effectiveness, marketing efficiency and marketing ROI. They also inform about selection and implementation of marketing metrics.


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04 December 2013
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Brand Metrics: A Tool to Measure Performance An increasing interest in the continuous evaluation of brand performance has been observed in both managers and academics over recent past using metrics approach. This paper discusses the essential components of a brand metrics strategy and application of brand scorecard as an integrated approach to measure the overall performance of brands.  new
Choosing the Right Metrics to Maximize Profitability and Shareholder Value There is an ever-present need for managers to justify marketing expenditures to the firm. This can only be done when we can establish a direct link between marketing metrics and future customer value and firm performance. In this article, we assess the marketing literature with regard to marketing metrics.  new
Consumer attitude metrics for guiding marketing resource allocation Marketing managers often use consumer attitude metrics such as awareness, consideration and preference as performance indicators. We propose four criteria – potential, responsiveness, stickiness and sales conversion – that determine the connection between marketing actions, attitudinal metrics, and sales outcomes.   
Getting Creative: Efficient Sourcing in Marketing Marketing provides a tangible opportunity for cost savings, but few companies have found a way to increase the function's purchasing efficiency. To gain the maximum benefit to their bottom lines and marketing efforts, companies will have to ensure that marketing and procurement departments collaborate to an unprecedented degree.   
Introduction to Marketing Metrics This chapter is from the book Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition. Few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each.   
Lies, Damn Lies, and Marketing Metrics Most articles and books written on marketing metrics and dashboards speak to large corporations and specifically to the corporate marketing departments within them. But most B2B marketing organizations don’t have massive advertising budgets or state-of-the art information systems. For these organizations, the key to useful metrics is to figure out how to make best use of the imperfect data available.   
Making Friends with Metrics Marketers often see metrics as a plot by accountants to stifle creativity or an obscure language known only to senior partners. But understanding these measures can greatly improve your value proposition as a marketer. You should see metrics as friends that can help you respond to customer needs and develop productive internal relationships. pdf  
Making Marketing Accountable Twelve characteristics to provide standards and metrics that create accountability for marketing decisions. 2006  
Marketing Effectiveness: Beyond the Short Term While the results of marketing investments are most readily measured in the short term, marketing’s beneficial effects often extend well beyond the initial weeks or months following a particular campaign or activity.   
Marketing Spending and the Volatility of Revenues and Cash Flows While effective marketing spending is known to improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness of own marketing spending, and by competitive reactivity.   
Measuring Marketing Effects on Customer Equity for Frequently Purchased Brands The customer equity paradigm is readily implemented in relationship businesses where the distinction between a prospect and an existing customer is unambiguous. That enables firms in such industries to be customer and long-term focused in the allocation of their marketing resources. This is not the case in frequently purchased product categories, where customers may switch back and forth between competing brands, and even consume multiple brands in the same time period.   
Monitoring Metrics Puts You in the Drivers Seat Learn to focus on key performance indicators to find what is on track and what needs to be changed before it is too late.  
Top Five Metrics for Revenue Generation Marketers It’s an old cliché but true: you manage what you measure. One implication is that when a business changes, measures should change as well. Few businesses have ever changed as rapidly as B2B marketing is changing right now. So it’s no wonder that many B2B marketers are asking themselves what they should measure and not finding a clear answer.  new



Marketing Metrics: 50+ Metrics Every Executive Should Master
by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more.



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