Metrics for Marketing Decisions: Drivers and Implications for Performance

Abstract Marketers are using metrics to diagnose, coordinate and monitor customer relationships marketing efforts, set benchmarking goals guide implementation, communicate the results of outcomes with internal external stakeholders. Even if number available is striking, some studies found support for idea that more managers employed their decisions, better performance. Studies by author also showed non-financial metrics, such as awareness, willingness recommend loyalty, seemed be associated mix performance than financial target volume, NPV net profit. Developing a customer-centric organizational structure encourages consider develop greater reliance on metrics.