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Mastering Metrics

Study Resources

Diploma in Professional Marketing

Mandatory Module: Mastering Metrics

Through the CIM website you have free access to a large range of journals and reports.

This document signposts articles, journals, web pages and a range of other material that is

relevant to this module. We have divided it into the different learning outcomes to help you on

your learning journey.

Unit 1: Metrics and analytics

Learning outcome 1: Understanding the role of marketing metrics

Learning outcome 2: Understanding the significance of different measurement techniques across a range of market contexts

Unit 2: Measuring effectiveness

Learning outcome 3: Know the relevant measures of marketing performance

Learning outcome 4: Apply marketing metrics to establish the effectiveness of marketing activities

Unit 3: Analytics for decision making

Learning outcome 5: Understanding appropriate sources of data for marketing analysis

Learning outcome 6: Utilise various analytics tools and techniques for marketing insight and strategic decision making

The official module guide

Your module guide is available to access via My CIM under the Your ebook tile.

The links were all checked as of August 2015. If any are broken please e-mail the details to library@cim.co.uk for resolution or alternatives. These resources are designed to be updated on a regular basis; there is a version number in the footer.

Our electronic resources for members has more information on accessing the services, alternatively please contact library@cim.co.uk or telephone +44 (0)1628 427333.

http://www.cim.co.uk/https://my.cim.co.uk/mycim/studying/mailto:library@cim.co.ukhttp://www.cim.co.uk/resourcesmailto:library@cim.co.uk

| CIM V4.2 CIM 2016

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Mastering Metrics

Study Resources

Unit 1: Metrics and Analytics

Learning outcome 1: Understand the role of marketing metrics

As a CIM Studying Member you have free access to a large range of journals and reports. This

document signposts articles, journals, pages on websites and a range of other material that is

relevant to this module.

DEFINITIONS

A metric is measuring system that quantifies a trend, dynamic or characteristic. Farris et al (2006) Metrics a set of numbers that give information about a particular process or activity Cambridge Business English Dictionary

ARTICLES

These articles are available via CIM website. For the links to work go to MyCIM and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of

Harvard Business Review do not permit direct links to be available but they are available to search within the Ebsco database.]

Rogers, B. (2015) Will attention become the new metric that matters for marketers? Forbes.com, 3/9/2015, p23. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=101533300&site=ehost-live

Grigsby, M. (2015) Analytical choices about pricing insights. Marketing Insights, Mar/Apr, Vol27(2), pp38-43. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102837673&site=ehost-live

Schultz, D.E. (2015) A measurement retrospective. Marketing Insight, Feb, Vol49(2), pp34-35. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=100823384&site=ehost-live

Ye Hu, Rex Yuxing Du and Damangir, S. (2014) Decomposing the impact of advertising: augmenting sales with

online search data. Journal of Marketing Research, vol51(3), pp300-319. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96391578&site=ehost-live

Greengard, S. (2014) Getting past the metrics disconnect. CIO Insight, 11 November, p3. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=99378182&site=ehost-live

Pimenta da Gama, A. (2011) An expanded model of marketing performance. Marketing Intelligence & Planning, Vol29(7), pp643-661. Emerald http://dx.doi.org/10.1108/02634501111178677

Frsn,J., Tikkanen, H., Jaakkola, M. and Vassinen, A. (2013) Marketing performance assessment systems and the business context. European Journal of Marketing, Vol47(/6), pp715737. Emerald http://dx.doi.org/10.1108/03090561311306688

Mitchell, A (2009) Marketing's missing metric. Marketing, 14 October, pp26-2. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=44877775&site=ehost-live

Nardone, J. and See, E. (2006) Free yourself from the tyranny of metrics. Advertising Age, Vol77(47), p12. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=23244641&site=ehost-live

http://www.cim.co.uk/mycimhttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=101533300&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102837673&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=100823384&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96391578&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=99378182&site=ehost-livehttp://dx.doi.org/10.1108/02634501111178677http://dx.doi.org/10.1108/03090561311306688http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=44877775&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=23244641&site=ehost-live

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Mastering Metrics

Study Resources

Bernoff, J. (2008) Measure what matters. Marketing News, 15 December, Vol42(20), p22. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35860892&site=ehost-live

Anon (2006) History lessons: do the math: Hoover. Management Today, January, p15. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=19493119&site=ehost-live

Eastwood, G. (2005) Giving too much away? Marketing Week, 17 February, pp41-42. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=16191009&site=ehost-live

Tatikonda, L. (2013) The hidden costs of customer dissatisfaction. Management Accounting Quarterly, Spring, Vol14(3), pp34-43. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=89005192&site=ehost-live

Tong, C. and Rajagopalan, S. (2014) Pricing and operational performance in discretionary services. Production & Operations Management, vol23(4), pp689-703. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95576034&site=ehost-live

Krishnan, V., Sullivan, U.Y., Groza, M.D. and Aurand, T.W. (2013) The brand recall index: a metric for assessing value. Journal of Consumer Marketing, Vol30(5), pp415-426. Emerald http://dx.doi.org/10.1108/JCM-02-2013-0464

Rossomme, J. (2003) Customer satisfaction measurement in a business-to-business context: a conceptual framework. Journal of Business & Industrial Marketing, Vol18(2), pp179-195. Emerald http://dx.doi.org/10.1108/08858620310463097

Schultz, D.E. (2014) Meaningless measures. Marketing news, Feb, Vol48(2), pp20-22. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94871193&site=ehost-live

Brooks, N. and Simkin, L. (2011)_ Measuring marketing effectiveness: an agenda for SMEs. Marketing Review, Spring, Vol11(1), pp3-24. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=64137414&site=ehost-live

OTHER ARTICLES

Articles from other journals that should be generally available.

Isaacson, P. (2015) Five tops for aligning sales and marketing. CMO.com, 17 July. http://www.cmo.com/articles/2015/7/16/five-tips-for-aligning-sales-and-marketing.html

Paterson, L. (2015) Achieve credibility and influence with marketing performance measurement. Brand Quarterly,

3 July.

http://www.brandquarterly.com/achieve-credibility-and-influence-with-marketing-performance-

measurement?utm_source=Brand+Quarterly&utm_campaign=7ec69714ba-

Roundup150709&utm_medium=email&utm_term=0_5b456105d0-7ec69714ba-322344601

DeMers, J. (2014) 10 online marketing metrics you need to be measuring. Forbes.com. 15 August. http://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/

Popky, L.J. (2015) Identify the marketing metrics that actually matter. Hbr.org, 14 July. https://hbr.org/2015/07/identify-the-marketing-metrics-that-actually-matter

Nelson, T. (2015) 10 marketing metrics you probably didnt know about. Business2Community, 27 April. http://www.business2community.com/marketing/10-marketing-metrics-probably-didnt-know-01214070

Cook, R, (2011) Marketing metrics the good, the bad and the irrelevant. CMO.com, 17 March. http://www.cmo.com/articles/2011/3/17/marketing-metrics-the-good-the-bad-and-the-irrelevant.html

Court, D., Gordon, J. and Perrey, J. (2012) Measuring marketings worth. McKinsey Quarterly. http://www.mckinsey.com/insights/marketing_sales/measuring_marketings_worth

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35860892&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=19493119&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=16191009&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=89005192&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95576034&