Managing the Marketing Metrics Portfolio
Marketing Management, August 2011, Volume 20, No. 3, pp. 16-21
Northeastern U. D’Amore-McKim School of Business Research Paper No. 2013-09
20 Pages Posted: 11 Oct 2012
Date Written: June 22, 2011
Abstract
There is no shortage of metrics an organization might use to measure marketing effectiveness. What’s lacking is solid advice on how to assemble and manage the best portfolio of metrics to populate a dashboard. This article offers guidance in three key areas: 1. Strategically reviewing existing metrics; 2. Building a balanced metrics portfolio; 3. Developing the portfolio over time.
Keywords: marketing metrics, performance management
Suggested Citation: Suggested Citation
Clark, Bruce and Ambler, Tim, Managing the Marketing Metrics Portfolio (June 22, 2011). Marketing Management, August 2011, Volume 20, No. 3, pp. 16-21, Northeastern U. D’Amore-McKim School of Business Research Paper No. 2013-09, Available at SSRN: https://ssrn.com/abstract=2160012
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