How TMS excellence awards can improve marketing in the future
Royce Yahya and Vincent-Wayne MitchellUnilever and Cass Business School
Some marketers are much better than others at driving company and customer value. The question is: why? Analysing 100 award-winning case studies over 20 years of the Marketing Society's Awards scheme, we identify 10 factors that reflect well on the progress of marketing over two decades of the awards.
How are marketing KPIs reported?
1. Financial metrics are more popular than customer metrics.Of our 100 cases, 88% reported financial KPIs (ROIs and sales growth), while only 46% reported customer...