MARKETING METRICS

Presented By Somnath Mukherjee-10202174 Suresh kumar Sah- 10202173 Pratik Dasgupta 10202153 Avinash Padi -10202129

What is marketing metrics?

Marketing metrics is a set of measures that helps marketers  A) Quantify  B) Compare And  C) Interpret their marketing performance.

5 Questions for adequate marketing measurement

According to Tim Ambler (London Business School) 1)Do you routinely research consumer behaviour? 2)Do you routinely report the results to the board?

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3) Do you compare the results , forecasted before?

4) Do you also compare with the levels achieved by competitors? 5) Do you adjust short-term performance according to the change?

Evaluation of marketing metrics

Can be splited into two parts:

1) Short-term results - results often by sales turn over, share holder value etc.

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2) Changes in brand equity includes customer awareness , attitudes, behaviours , market share, number of complaints , total number of customers etc.

Some popular marketing metrics External

 Awareness  Market share  Number of complaints  Consumer satisfaction  Loyalty

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Internal
 Awareness of goals  Commitment to goals  Active innovation support  Resource adequecy  Desire to learn  Freedom to fail  Willingness to change

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Conclusion
 Helps to assess the effectiveness of

marketing activities
 Justifies marketing expenditures to the

organisation
 Acts as an answer of what does marketing

success look like?