麻豆传媒AV

Citation

Angell R (2024) Five Essentials for Marketing Performance Measurement Systems. Angell R (Contact Person) & Sharp A (Accompanist) MIT Sloan Management Review.

Abstract
Successful marketers routinely capture key performance indicators, or metrics, to assess marketing performance within the allocated budget. This is known as a marketing performance measurement (MPM) system. However, even in companies with a strong measurement culture, metric reporting often remains sporadic and short term and lacks a clear strategic focus. Two recent studies highlight this issue. According to the September 2022 CMO Survey, senior marketers often monitor metrics like sales volume but are less likely to track complex metrics associated with brand and customer equity. And according to the annual survey for Clevertouch’s “State of Martech 2024” report, just 40% of companies actively track metrics linking marketing to revenue generation — and often do so in an ad hoc manner. Such practices carry two significant risks. First, marketing’s ability to execute depends on budgetary access. Few members of the C-suite will feel confident approving full budgetary requests without seeing evidence from a comprehensive effectiveness analysis. Second, marketers are doing themselves a disservice: A range of activities, from branding to advertising, generate returns that take time to materialize. These returns might not be noticeable within the typical three-month time frame covered by ad hoc measurements.

Journal
MIT Sloan Management Review