There is no shortage of metrics an organization might use to measure marketing effectiveness. What’s lacking is solid advice on how to assemble and manage the best portfolio of metrics to populate a dashboard. This article offers guidance in three key areas: 1. Strategically reviewing existing...

A fundamental problem for measuring marketing performance is defining and identifying both the best metrics and best practice. This article, based on a three-year research project among major companies, summarises both what firms do and what the research implied they should do. It proposes a...

Despite great attention to developing and disseminating techniques for measuring marketing performance, the extent to which these techniques improve strategic performance is little known. The authors report the results of a survey of 139 large organizations regarding their ability to measure...