Lecture 12 - Marketing metrics

Question 1

What are marketing metrics?
+ examples

Answer 1

Marketing metrics are measures that help firms quantify, compare, and interpret their marketing performance.

ROI + ROA
Shareholder value + CLV + CRV
CSR

Question 2

What is a marketing dashboard?

Answer 2

A visual representation of key marketing metrics, often in real-time, to monitor performance and support quick decision-making.

Question 3

Why is forward-looking measurement crucial in marketing?

Answer 3

It helps anticipate trends, allocate resources effectively, and adapt to market changes before competitors.

Question 4

What should marketing metrics do?

Answer 4

1. Should be financial
2. Forward looking
3. Consider both short and Long term
4. Deliver objective data