This document provides an overview of the importance of using marketing metrics and addresses common barriers to getting started with a marketing metrics program. It discusses how marketing metrics are derived from marketing analytics to measure performance. While most companies recognize the value of metrics, only 25% have implemented programs. The document outlines five common barriers - complexity, not solving business problems, too many options, lack of data, and lack of time. It provides recommendations for overcoming each barrier, such as starting simply with profitability metrics and using estimates instead of perfect data. The overall message is that marketing metrics are critical for accountability and improved decision-making.
This document provides an overview of the importance of using marketing metrics and addresses common barriers to getting started with a marketing metrics program. It discusses how marketing metrics are derived from marketing analytics to measure performance. While most companies recognize the value of metrics, only 25% have implemented programs. The document outlines five common barriers - complexity, not solving business problems, too many options, lack of data, and lack of time. It provides recommendations for overcoming each barrier, such as starting simply with profitability metrics and using estimates instead of perfect data. The overall message is that marketing metrics are critical for accountability and improved decision-making.
