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

See all articles by Bruce Clark

Bruce Clark

Northeastern University - Marketing Area

Tim Ambler

London Business School

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

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

Bruce Clark (Contact Author)

Northeastern University - Marketing Area ( email )

Boston, MA 02115
United States

Tim Ambler

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

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