Special Topic, August 2010: Marketing Metrics
This set of questions focus on marketing metrics. The word “customer” applies to both end consumers and business customers.
Distribute 100 points to reflect the frequency with which your firm uses these metrics to assess the impact of marketing.
___ The impact of marketing actions on revenues
___ The impact of marketing actions on costs
___ The impact of marketing actions on customer retention
___ The impact of marketing actions on brand value
___ The impact of marketing actions on profits
___ The impact of marketing actions on stock marketing performance
Companies interact with customers through a set of communication channels and purchase channels.
- How many different ways do you communicate with your customers? (enter #)
- How many different ways do customers purchase from your company? (enter #)
Rate how well you capture cost and revenue information across channels (7 point scale where 1=not likely and 7=very likely)
- How well do you capture cost information about your customers across these channels?
- How well do you capture revenue information about your customers across these channels?
Describe the nature of your marketing metrics using the following indicators. (Yes, No)
- Our metrics examine the short-term impact of marketing by the quarter.
- Our metrics examine the long-term impact of marketing across a year or more.
- Our metrics allow us to assess competitor reactions to our marketing actions.
- Our metrics can be used to optimize marketing actions.
- Our metrics help us capture growth opportunities.
Which metrics does your company use for social media? (Check all that apply)
- Hits/visits/page views
- Repeat visits
- Conversion rates (whether a visitor is converted to a buyer)
- Sales levels
- Revenue per customer
- Profits per customer
- Net promoter score
- Customer acquisition costs
- Customer retention costs
- Abandoned shopping carts
- Buzz indicators (web mentions)
- Online product/service ratings
- Number of followers or friends
- Other text analysis ratings
Market insights related to customers and competitors play an increasingly important role in company strategy these days. Check any of the following tools your company uses to assess the value of market insights. (Yes, No)
- Metrics that evaluate the quantity and quality of market insights made available to managers.
- Metrics that examine whether insight influences how managers think or the decisions they make.
- How many marketing metrics are used by C-suite members to guide decision making? (enter #)
