This document discusses metrics for measuring marketing productivity. It suggests marketers are under pressure to provide quantitative results. Effective metrics depend on the type of business and should include routinely researching consumer behavior, comparing expected to actual results, adjusting short-term performance based on marketing asset changes, and comparing results to competitors. The document provides questions to evaluate current metric use and seeks to help marketers identify the best metrics.

2. WHATARETHEBESTMETRICS
FORMEASURINGMARKETING
PRODUCTIVITY?

3. MARKETERS ARE FACING INCREASED
PRESSURE TO PRESENT QUANTIFIED
RESULTS

4. MEASURING PRODUCTIVITY
IS PART OF MARKET RESEARCH

5. MARKETING METRICS
DEPENDS ON BUSINESS TO BUSINESS. WE
WILL SEE FEW EXAMPLE OF THE SAME

8. HERE IS A SHORT CLIP
EXPLAINING EVERY MINUTE
DETAIL WE NEED TO KNOW
ABOUT METRICS

10. MARKETING METRICS
IF YOU ARE ALREADY MEASURING
MARKETING PRODUCTIVITY THEN ASK
YOURSELF THIS QUESTIONS?

11. DO YOU ROUTINELY
RESEARCH CONSUMER
BEHAVIOUR?

12. DO YOU COMPARE YOUR
EXPECTED RESULT WITH
ACTUAL RESULTS?

13. DO YOU ADJUST SHORT
TERM PERFOMANCE
ACCORDING TO THE
CHANGE IN YOUR
MARKETING BASED ASSETS?

14. DO YOU COMPARE YOUR
RESULTS WITH YOUR
COMPETITIORS?

15. THE ANSWER TO QUESTION ASKED

17. THANK YOU
JEET PAREKH
@JEET_PAREKH
JEET.PAREKH.MIN14@IITBHU.AC.IN
IIT BHU