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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.

Directory

Getting More From Your Marketing Investments:	Are You Asking the Right Questions? Executives should focus on how to allocate marketing funds rather than how much to spend overall.
If you don’t measure it, you can’t manage it	Marketing metrics for managing marketing performance. pdf-file.
Lies, Damn Lies, and Marketing Metrics	This article lays out a few principles to help marketing, sales, and finance agree on how best to use metrics to drive marketing in the right direction and ensure it is appropriately funded.
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 Challenges for Multinational Firms	Measuring the effect of marketing efficiency, brand equity and customer satisfaction on financial performance.
Marketing ROI and Effectiveness	in 2005, Lenskold Group and MarketingProfs.com conducted this research study to investigate the progress of marketers in using marketing ROI evaluation to better guide decisions and budget allocations toward achieving greater profitability.
Marketing Spending Effectiveness: How to Win in a Complex Environment	To prosper in today’s environment, marketers must dramatically improve the impact of every marketing dollar they spend. Marketing dollars need to contribute to brand building according to the new rules of marketing.
Measures and Metrics: The Marketing Performance Measurement Audit	A survey of the nation’s leading technology Chief Marketing Officer’s reveals that the measurement of marketing performance and marketing’s return on investment is a high priority.
Restructuring Marketing Spending To Do More With Less	The authors work with clients has identified the critical levers that can enable marketers to restructure their spending without diminishing their brands’ presence with key customers.
SEO Metrics & ROI Study	Discover whether search marketers recognize better ROI from SEO or paid search advertising, and the extent to which search marketers are able to measure ROI at all. August 2005

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.