Marketing Metrics: Measuring Marketing Performance

Given the importance of ‘the numbers’ for all organisations, both commercial and not-for-profit, there’s never been a greater need for accountable marketing.

This course will help you develop a more quantitative approach to the development, implementation and evaluation of your marketing plans and associated activities, utilising appropriate metrics to assess both the efficiency and effectiveness of both strategies and tactics.

You will understand the critical importance of measuring marketing performance and specifically the efficiency and effectiveness of your marketing activities. You will be able to set up a marketing performance measurement system and communicate more appropriately and effectively with your managers, directors and/or board.

Your organisation should see an improved return on its investment in marketing and a better understanding of how the various marketing tools and techniques work. It will appreciate the effort expended and the rewards won through focused measurement and it will therefore be more confident in allocating resources to marketing

For people who understand the critical importance of measuring and evaluating their marketing activities and expenditure, and are ready to invest time and brainpower in developing a metrics oriented approach to doing the best they can with the resources they’ve got.

• Understanding the what, why, how, who, when and where of marketing metrics.
• Designing metrics (using a template) and calculating formulae.
• Exploring value-oriented marketing (the value equation, brands and shareholder value).
• Understanding two key stakeholder perspectives (customer and employee) with appropriate strategic metrics.
• Strategic and tactical metrics workshop (client/customer/consumer and marketing mix, including digital marketing).
• CRM Case Study – identifying and integrating key metrics.
• Using performance measurement frameworks (eg. the Marketing Balanced Scorecard).
• The Performance Prism – a multi-stakeholder approach developed by Cranfield/Accenture.
• Using IT in both marketing and measurement.
• Understanding the testing and measurement options available.
• Understanding econometrics ('state of the art' marketing measurement).
• Isolating the impact of simultaneous marketing activities.
• Preparing and delivering your ‘Marketing Metrics Presentation’.

A mixture of slides, exercises/mini workshops, discussion and video centred around a comprehensive strategic marketing and metrics case study, with the emphasis on application.