The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current situation whilst offering guidance for improvement.
The paper is structured in three parts. It begins with a general overview of performance measurement, followed by a description of marketing performance and metrics in particular. Then, it develops the proposed model in terms of its rationale and content. Finally, concluding remarks are presented.
The benefits from extending knowledge about marketing performance are substantial. The author believes that if companies develop an integrated set of relevant measures and systematically collect, analyze and disseminate information about them, then marketing may be viewed as a more credible discipline.
It is hoped that this contribution may stimulate research, particularly in terms of testing the model's content and sequence, as well as the effect of influencing factors.
Marketing metrics have historically privileged outputs. This paper draws attention not only to the processes leading to such results, but also to the requirements necessary to proper accomplishment of these activities. The model positions itself as a tool that allows measurement of both the conditions determining good marketing practice and its contribution to value creation.
Most of the literature on this theme focuses on individual metrics, not on integrated performance. The model presented expands the existing ones as it encompasses new evaluative dimensions (marketing culture, marketing processes) and factors influencing process effectiveness.
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