Marketing+dashboard+lecture+slides

Marketing+dashboard+lecture+slides - Marketing Dashboard...

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Marketing Dashboard Brand Scorecard To be updated
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MKT dashboard The assembly of the key marketing metrics or indicators onto a single display Brand scorecard : a means to manage the customer experience
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Key Performance Indicators Level 1: measures of key marketplace and financial outcomes Level 2: measures of demand pull (brand equity measure: attraction and loyalty) Level 3: measures of touchpoint improvement Level 4: measures of activity and investment 6-3
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Contents and Procedures Select a brand List up and describe all the touchpoints and rank them Set up brand promise statement Develop/find metrics along the four levels (4  3  2  1) Finalize a display (one page)
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Promise Statement A succinct expression of how customers can expect to experience the brand across all touchpoints. Serves as the unifying strategic principle that holds the marketing dashboard together
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The Strategic Profit Model: An Overview Profit Margin x Asset turnover = Return on assets
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This note was uploaded on 01/18/2012 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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Marketing+dashboard+lecture+slides - Marketing Dashboard...

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