what are the best metrics for measuring marketing productivity
TRANSCRIPT
WHAT ARE THE BEST METRICS FOR MEASURING MARKETING PRODUCTIVITY ?
AN IMPORTANT TASK OF MARKETING RESEARCH IS TO ASSESS THE EFFICIENCY AND EFFECTIVNESS OF MARKETING ACTIVITIES.
APPROACHES TO MEASURE MARKETING PRODUCTIVITY
1 : MARKETING METRICS TO ASSESS MARKETING EFFECTS.
2 : Marketing-Mix Modeling to estimate casual
relationships and measure how marketing activity affects outcomes..
MARKETING METRICS
THE SET OF MEASURES THAT HELP THEM QUANTIFY, COMPARE,AND INTERPRET THEIR MARKETING PERFORMANCE.
THERE ARE MANY DIFFERENT MARKETING MEASURES, MARKETERS CHOOSE ONE OR MORE BASED ON THE PARTICULAR ISSUE THEY FACE OR MUST SOLVE.
COMPANIES CAN ALSO MONITOR AN EXTENSIVE SET OF INTERNAL METRICS, SUCH AS INNOVATIONS
MARKETING METRICS
MARKETING MIX MODELING
MARKETING-MIX MODELS ANALYZE DATA FROM A VARIETY OF SOURCES, SUCH AS RETAILER SCANNER DATA, COMPANY SHIPMENT DATA, PRICING MEDIA TO UNDERSTAND SPECIFIC MARKETING ACTIVITIES.
MARKETING DASHBOARDS
MANAGEMENT CAN ASSEMBLE A SUMMARY SET OF RELEVANT INTERNAL AND EXTERNAL MEASURES IN A
MARKETING DASHBOARD FOR SYNTHESIS
AND INTERPRETATION
MARKET BASED SCORE CARD
CUSTOMER PERFORMANCE SCORECARD RECORDS
HOW WELL THE COMPANY IS DOING YEAR AFTER YEAR
STAKEHOLDER PERFORMANCE SCORECARD TRACKS
THE SATISFACTION OF VARIOUS CONSTITUENCIES WHO HAVE CRITICAL INTREST IN AND IMPACT ON COMPANY PERFORMANCE.
Approaches To measure marketing productivity
Marketing metrics
Marketing mix modeling Market based score card
CREDIT
Philips kotler
Marketing Management : a south Asian perspective
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Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
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PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
THANK YOU