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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. |
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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. |
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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. |
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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. |
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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. |
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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. |
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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 |
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Making Marketing Accountable |
Twelve characteristics to provide standards and metrics that create
accountability for marketing decisions. 2006 |
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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. |
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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. |
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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. |
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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. |
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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. |
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