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monitoring+MKT+performance+-+brand+dashboard

monitoring+MKT+performance+-+brand+dashboard - The premise...

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10/6/2011 1 Monitoring Marketing Performance: Brand Scorecard Taewon Suh, PhD The premise A business function should be accountable. A core activity of marketing research is to monitor marketing performance. What should we measure? Not concerned with departmental performance nor with the productivity of a particular activity Universal: “meeting needs profitably” (Kotlerand Keller 2006) To improve shareholder value is the ultimate purpose of marketing? Silver metric ROI: return on (marketing) investment DCF: discounted cash flow –customer equity, customer lifetime value ROC: return on customer Financial measures do not satisfactorily deal with the marketing assets The bottom line for marketing performance should be the net profit or cash flow in the period attributable to marketing plus the improvement in brand equity. The multiple metric approach The chain of effects: Inputs barb2right intermediate variables barb2right behavioral variables barb2right financial metrics The key is to see brand equity as a present asset which can be measured using past experience and current knowledge. A proxy for future net cash flows Ant Colonies?
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10/6/2011 2 Key Performance Indicators Quantifiable statistics that executives and managers use to see how the business is doing. Three Types of Performance Measures British Airways’ Case One critical success factor The timely arrival and departure of aircraft
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