Question

Topic: Research/Metrics

Key Marketing Metrics?

Posted by Anonymous on 250 Points
I am going to evaluate a national business that has been operating for 40 years. In assessing the current status of the business, what are the key fundamental marketing metrics needed to be measured?

What are they key metrics to watch on an ongoing basis?
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RESPONSES

  • Posted on Accepted
    Key metrics:

    1. Unaided and aided awareness of the brand/company.
    2. Playback of the positioning statement.
    3. Market share, sales trends, geographic/regional strengths (and reasons for same, if possible)
    4. Specific measures for each marketing mix element -- packaging, promotion, advertising, publicity, pricing, product line, sales/distribution
    5. Total marketing spending ... current and recent past
    6. Sales force/distribution network performance ... in the absolute and compared to competition

    That's a good start. I suspect there are a few more.
  • Posted by Mushfique Manzoor on Accepted
    hi rennerg

    great response from the experts.

    developing the metrics for evaluating the marketing of a 40 yr company depends on the nature of the business of the company. you have given almost no information on the nature of business. metric for a FMCG company will vary significantly from a Industrial product producing company. pls provide us more information on the nature of your business and share with us your matrix.

    anyway, IMHO, the following factors needs to be considered in developing the marketing matrix

    1. market position of brands in segemts
    2. brand recall by consumers/ customers
    3. historical market share and trends
    4. brand awareness (aided and unaided)
    5. Historical sales trends
    6. comparative performance measurement of each marketing element (the 4Ps) i.e. product positiong, packaging, promotion against competition etc.
    7. distribution network parameters and performance trends.
    8. consumer loyalty
    9. current status of Brand/Product Life Cycle

    hope this helps.

    cheers!!

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