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What are the best metrics for measuring marketing productivity?

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Sameer Mathur
Sameer Mathur

Kotler Chapter 3

Marketing
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Scanning the Marketing Environment, Forecasting Demand and Conducting Marketing Research
What are the best metrics for measuring marketing productivity?
What are Marketing Metrics? Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance.
External Marketing Metrics Awareness Market Share Relative Price Number of Complaints Consumer Satisfaction Distribution / Availability Total No. of Customers Perceived Quality Loyalty Relative Perceived quality
Internal Marketing Metrics Awareness of goals Commitment Innovation Support Resource Adequacy Skill Levels Desire to Learn Willingness to change Freedom to fail Autonomy Employee Satisfaction
What is Marketing-Mix Modeling? Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
Marketing Dashboards dashboard is where all data and metrics are collated and presented as useful information for the organization.
Common Measurement Paths Common Measurement Paths Unit metrics pathway Cash-flow metrics pathway Brand metrics pathway

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What are the best metrics for measuring marketing productivity?