Using marketing productivity to assess marketing performance

So, how does that help to improve further? Comparing productivity to profit one can identify potential for improvement, by either investment or divestment. Marketing objectives that are developed this way can be cascaded to all of the marketing sub-functions for alignment.

Research by Doug Vorhies, Neil Morgan and others has revealed eight marketing capabilities that can be benchmarked: Saw tangible, value adding results they can share as a result of the solution.

Note how sales change after each marketing campaign, keeping in mind that there may be a lag time between the launch of a marketing effort and its effect on sales.

This phase helps you determine you current performance. To use benchmarking you must have at least one company in the study that serves as the benchmark: This can empower people at every managerial level. By using an external reference you can gain insight into these best practices.

How to Measure Marketing Productivity

Possess those characteristics that make their practices adaptable to your company. Benchmarking can produce tangible, quantifiable performance targets that you can consistently measure over recurring time cycles in order to ascertain performance changes and the impact of these changes on your organization.

A theoretical Marketing Productivity Ratio at a wider perspective could look like this: Analytical technologies can help marketers quickly synthesize data from various sources.

List your business and marketing goals and use them as a measuring stick throughout the year. So what is benchmarking? Online advertisements, social media profiles or search engines, for example.

For goals that are more difficult to quantify, like awareness, set a target level: This type of benchmarking identifies the best practices based on results.

This requires selecting the right metrics, integrating performance targets, and producing actionable reports Accountability includes making a commitment to a particular action, accepting responsibility for completing that action, and then disclosing the level of performance against your commitment.

Ideally, reports revisit past commitments or forecasts, to enable learning and refinements for future performance. In this phase the team can complete a table similar to the one below: The team should look for partners who: The goal is to define the output to input ratio, that can include multiple outputs and multiple inputs of different type.

Higher traffic during or after a campaign can indicate that it is effective and visible. The benefit of benchmarking is that it provides valuable insights into what drives performance.

Depending on your goals, you can also measure their awareness of new products or features.There are four basic stages or phases associated with benchmarking: measuring your own performance, planning, deployment, gap analysis, and action. Phase 1: Performance Measurement: In order to effectively use a benchmark as a way to close a performance gap you will need to know your current performance for the marketing process and/or capability.

Measuring marketing effectiveness: What to start tracking To measure and, ultimately, improve your content marketing efforts, you need to know which metrics to track and analyze, and how to do so.

The best place to start is by gathering some data from your company’s website, including your. Mar 15,  · Productivity was used conceptually to capture the effective use of marketing resources (doing the right things) and efficiency (doing things right).

Productivity allows to not only measure performance, but also manage performance and hence improve it. Two complimentary approaches to measure marketing productivity are _____ and marketing-mix modeling. marketing metrics "Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?

Marketing Performance Marketing Productivity

Which metrics should we use to measure marketing effectiveness and marketing efficiency? Do you agree that marketing performance = marketing effectiveness + marketing efficiency + adaptability? Please list those metrics that you usually use in your MPMS. When evaluating marketing performance, companies should measure marketing outcomes from the consumers ‘ points of view, include all marketing activities, measure across a continuous time period, and meet statistical and technical criteria required of all measurement systems.

Using marketing productivity to assess marketing performance
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