chapter 10: marketing metrics - edu @...
TRANSCRIPT
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Chapter 11: Strategic Leadership
Chapter 10: MARKETING METRICS
![Page 2: Chapter 10: MARKETING METRICS - Edu @ Thinusthinus.weebly.com/uploads/3/0/6/3/30633117/chap10.pdf · Chapter 11: Strategic Leadership The evolution of marketing metrics •Terminology](https://reader030.vdocuments.net/reader030/viewer/2022020303/5b905a9009d3f22c258ba98c/html5/thumbnails/2.jpg)
Chapter 11: Strategic Leadership
Learning outcomes
After reading this chapter, you should be able to:
• Understand the evolution of marketing metrics
• Define and categorize marketing metrics
• Create a marketing dashboard
• Integrate metrics into a company performance measurement system.
![Page 3: Chapter 10: MARKETING METRICS - Edu @ Thinusthinus.weebly.com/uploads/3/0/6/3/30633117/chap10.pdf · Chapter 11: Strategic Leadership The evolution of marketing metrics •Terminology](https://reader030.vdocuments.net/reader030/viewer/2022020303/5b905a9009d3f22c258ba98c/html5/thumbnails/3.jpg)
Chapter 11: Strategic Leadership
The evolution of marketing metrics
• Terminology
• The increasing focus on marketing
accountability
• From traditional marketing control to
marketing metrics
• Marketing based marketing
• Asset-based marketing.
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Chapter 11: Strategic Leadership
Strategic monitoring systems and
performance measurement
• Challenges in designing strategic
monitoring systems
• Design decisions
• Creating a positive context of
measurement.
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Chapter 11: Strategic Leadership
Strategic monitoring systems and performance
measurement (cont.)
The balance scorecard and marketing linkages
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Chapter 11: Strategic Leadership
Figure 10.2 Marketing-related
linkages in the balanced scorecard
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Chapter 11: Strategic Leadership
Portfolio of marketing metrics
• Classification of marketing metrics (Table 10.1)
• The cluster approach (Table 10.2)
• The marketing assets approach
• Leading and lagging metrics grid (Table 10.4).
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Chapter 11: Strategic Leadership
Leading and lagging metrics
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Chapter 11: Strategic Leadership
Designing marketing metrics
• Assumptions and questions to ask
• Mapping the business process
• Steps involved in developing metrics.
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Chapter 11: Strategic Leadership
Integrated marketing metrics