Which Metrics Measure Marketings Impact on Business and Influence Strategic Direction?
Companies continue to struggle with the contradiction between priorities and action. The need and opportunity remains for marketing to improve the linkage between marketing expenditures and delivered results. This article presents the reader with a metrics continuum to show how metrics evolve from activity-based to operational-based activities. In addition, the article presents some new ideas on how to focus marketing metrics around business outcomes and how to develop quality metrics that will help provide insight into how marketing is making a contribution to the company and how to demonstrate that contribution to senior management. See it in the VEM Archive. A Five-Step Customer Experience Mapping Process to Improve Customer Retention Today, the products and services a company produces are not enough to differentiate one organization from another. Therefore, organizations must seek new ways to stand out from the competition. The quality of the customer experience can serve as an imp
