The metrics that marketers muddle

• Autores: Neil T Bendle, Charan K. Bagga
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 3, 2016, págs. 73-82
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • As the finance function becomes more powerful within companies, some see marketing's influence as declining. One major reason for marketing's diminishing role is the difficulty of measuring its impact: the value marketers generate is often difficult to quantify. Although marketing metrics aren't perfect, they might be more useful if people understood what the different measures actually mean. This article discusses five of the best-known marketing metrics: market share, net promoter score, the value of a like, customer lifetime value, and ROI.