Marketing Metrics
Marketing metrics is the set of measures that help marketers quantify, compare, and interpret their performance.
Marketers today have better marketing metrics for measuring the performance of marketing plans (see Table 2.2 for some examples).
Firms can choose metrics based on the particular issues or problems they face.
London Business School’s Tim Ambler believes firms can split evaluation of marketing performance into two parts:
- short-term results and
- changes in brand equity.
Short-term results often reflect profit-and-loss concerns as shown by sales turnover, shareholder value, or some combination of the two.
Brand-equity measures could include customer awareness, attitudes, and behaviors; market share; relative price premium; number of complaints; distribution and availability; total number of customers; perceived quality; and loyalty and retention.
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