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Five essentials for marketing performance measurement systems /

Marketing leaders decide which metrics will prove their team's worth. But even in data-driven companies, marketing metric reporting often remains sporadic and short term and lacks strategic focus. Leaders must change this -- and create a framework that supports continuous improvement and strate...

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Bibliographic Details
Main Authors: Angell, Rob (Author), Sharp, Adam (Author), Chapman, Tom (Author)
Corporate Author: Safari, an O'Reilly Media Company
Format: eBook
Language:English
Published: [Place of publication not identified] : MIT Sloan Management Review, 2024.
Edition:[First edition].
Subjects:
Marketing > Management.
Strategic planning.
Marketing > Gestion.
Planification stratégique.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:Marketing leaders decide which metrics will prove their team's worth. But even in data-driven companies, marketing metric reporting often remains sporadic and short term and lacks strategic focus. Leaders must change this -- and create a framework that supports continuous improvement and strategic business alignment. These five essential actions can help leaders devise a stronger marketing performance measurement (MPM) system and a more focused marketing metrics strategy.
Physical Description:1 online resource (5 pages)