HOW CAN MARKETERS ASSESS THEIR RETURN ON INVESTMENT OF MARKETING EXPENDITURES ?

MARKETING DASHBOARDS

THEY ARE LIKE INSTRUMENT PANELS IN CAR OR PLANE.

IT WILL FOCUS THINKING, IMPROVE INTERNAL COMMUNICATIONS, AND REVEAL WHERE MARKETING INVESTMENTS ARE PAYING OFF AND WHERE THEY AREN’T…

FOUR COMMON MEASUREMENT ‘PATHWAYS’ MARKETERS ARE PURSUING :-

1. CUSTOMER METRICS PATHWAY2. UNIT METRICS PATHWAY3. CASH-FLOW METRICS PATHWAY4. BRAND METRICS PATHWAY

1. CUSTOMER METRICS PATHWAY

LOOKS AT HOW PROSPECTS BECOME CUSTOMERS, FROM AWARENESS TO PREFERENCE TO TRIAL TO REPEAT PURCHASE.

2. UNIT METRICS PATHWAY

REFLECTS THAT MARKETERS KNOW ABOUT SALES OF PRODUCT/SERVICE UNITS.

3. CASH-FLOW METRICS PATHWAY

FOCUSES ON HOW WELL MARKETING EXPENDITURE ARE ACHIEVING SHORT-TERM RETURNS.

4. BRAND METRICS PATHWAY

TRACKS DEVELOPMENT OF LONGER-TERM IMPACT OF MARKETING THROUGH BRAND EQUITY MEASURES THAT ASSESSES BOTH THE PERCEPTUAL HEALTH OF BRAND FROM CUSTOMERS AS WELL AS OVERALL FINANCIAL HEALTH OF THE BRAND.

These slides were created by NANDINI GUPTA, AKGEC Ghaziabad,during a Marketing internshipby Prof. Sameer Mathur, IIM Lucknow