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.
Subsequently, we develop a framework that identifies key
metrics that firms should focus on that can give a firm
a better picture of how they got to where they are now
and insights towards how they can continue to grow into
the future. We then identify several organizational
challenges that need to be addressed in order for firms
to build the capabilities of collecting the right data,
measuring the right metrics, and linking those metrics
to customer value and firm performance. Finally, we
offer guidelines for future research with regard to
marketing metrics to help firms establish successful
marketing strategies, measure marketing effectiveness,
and justify marketing expenditures to top management.
pdf 2009
