<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Marketers are using metrics to diagnose, coordinate and monitor customer relationships and marketing efforts, set benchmarking goals to guide marketing implementation, and communicate the results of marketing outcomes with internal and external stakeholders.</p>
<p>Even if the number of available metrics is striking, some studies found support for the idea that the more metrics managers employed for their decisions, the better the marketing performance. Studies by the author also showed that using non-financial marketing metrics, such as awareness, willingness to recommend and loyalty, seemed to be associated with better marketing mix performance outcomes than using financial metrics, such as target volume, NPV and net profit. Developing a customer-centric organizational structure encourages managers to consider and develop a greater reliance on metrics.</p>
</abstract>

Marketers are using metrics to diagnose, coordinate and monitor customer relationships and marketing efforts, set benchmarking goals to guide marketing implementation, and communicate the results of marketing outcomes with internal and external stakeholders.
Even if the number of available metrics is striking, some studies found support for the idea that the more metrics managers employed for their decisions, the better the marketing performance. Studies by the author also showed that using non-financial marketing metrics, such as awareness, willingness to recommend and loyalty, seemed to be associated with better marketing mix performance outcomes than using financial metrics, such as target volume, NPV and net profit. Developing a customer-centric organizational structure encourages managers to consider and develop a greater reliance on metrics.

Metrics for Marketing Decisions: Drivers and Implications for Performance

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Metrics for Marketing Decisions: Drivers and Implications for Performance"}

Marketers are using metrics to diagnose, coordinate and monitor customer relationships and marketing efforts, set benchmarking goals to guide marketing...

Metrics for Marketing Decisions: Drivers and Implications for Performance

Data publikacji: 19 kwi 2023

Zakres stron: 18 - 23

DOI: https://doi.org/10.2478/nimmir-2023-0003

Słowa kluczowe
Marketing Metrics, Decision-Making, Marketing Performance

© 2023 Ofer Mintz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Metrics for Marketing Decisions: Drivers and Implications for Performance

Data publikacji: 19 kwi 2023

Zakres stron: 18 - 23

DOI: https://doi.org/10.2478/nimmir-2023-0003

Słowa kluczoweMarketing Metrics, Decision-Making, Marketing Performance

© 2023 Ofer Mintz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Słowa kluczowe
Marketing Metrics, Decision-Making, Marketing Performance