Measuring marketing: six ways to do it better

Offers suggestions to help marketers in the difficult process of measurement for accountability. First, it is essential to realise, and admit, that not everything is possible: included here are issues about the boundaries of marketing, measurement problems, and what the marketing function should take responsibility for.

Measuring Marketing: Six Ways To Do It Better

Andrew LikiermanLondon Business School

Pressed for measures, it is sales and cost trends, numbers of qualified staff and so on that are usually the first to be wheeled in by the marketing function. But as marketing professionals know to their cost, such numbers used in support of performance can be easily knocked down. Are those glossy sales the effect of all boats being lifted by a rising tide of sales or prices? Is spending more money a good idea or a bad one? So what if staff are qualified – what...

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