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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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22 December 2006
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Directory
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.  new
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.   
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 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 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.  new
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 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.   
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.   
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.   
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  

 

 
Literature
 

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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Status: 09. April 2010