The Marketing Impact Score: Disrupting and replacing ineffective marketing metrics with a highly responsive one number score

Fiona Blades

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Introduction

"Do you know the best metric to measure a brand's marketing performance?"

This is the question that clients are asking, from financial services to packaged goods, from electronics to beverages.

Traditionally, brand consideration has been the metric of choice for the marketing team and it is often the metric tied to bonuses. But how helpful is it in making marketing investment decisions and having as the focus for performance related pay?

The following case study with Delta Air Lines shows the development of a new metric, which we believe is more relevant for marketing teams today.

The backdrop

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