Managing the Marketing Metrics Portfolio
Marketing Management, August 2011, Volume 20, No. 3, pp. 16-21
20 Pages Posted: 11 Oct 2012
Date Written: June 22, 2011
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
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