1. Laura Patterson President & Author [email_address] 3 Perspectives on Marketing Management Excellence Key Metrics for Measuring Marketing’s Value
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10. Four Hurdles Marketers Must Overcome Measuring and Documenting Marketing’s Value Measurement Competence Metrics too Tactical Data, Analytics and Measurement Skills
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18. Success Hinges on Three Factors Processes, Systems, Tools Skills & Training Culture
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Notas del editor
One Marketing director carefully tracked three Marketing outcomes: conversion rates, acquisition costs, and satisfaction. After the launch of a new product, she carefully tracked lead and conversion activity and used this information to help better focus the Marketing efforts. From Marketing project to Marketing project, she was able to track performance with real quantitative evidence of how well each effort performed and produced. A second Marketing director didn't bother with Metrics. He wasn't willing to allocate the resources and effort into metric collection. She believed she was doing her job because her focus was on completing the projects her manager requested on time. She did attempt to gauge "lead" activity and web site effectiveness with a web-analysis tool that provided some general web traffic data. Today, both companies are going through budget cuts. What do you think happened to each person's budget? You're probably right. The first Marketing director was able to salvage a larger percentage of her budget and allocate it for those activities that are producing results. Our friend at the second company lost most of her budget and all of her people. As time goes on, the historical data that ongoing metric collection provides speaks for itself