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While the use of value measurement systems by European services marketers
is at an early stage, there is growing interest in developing more effective
systems. With growing pressure on marketing to demonstrate results, a
systematic approach to marketing metrics is central to demonstrating the
value and impact of marketing.
When linked to business goals and integrated into other enterprise systems,
value measurement systems can provide a clear link between levels of marketing
investment and business results. This ITSMA presentation looks at current
practice in Europe with regard to marketing metrics and provides recommendations
for future development.
ITSMA's Bev Burgess, Professional Services Director in Europe, emphasizes
four issues:
- The importance of value measurement systems
- What European marketers are measuring today
- What information is reported - and how
- How three companies developed a metrics approach
The presentation concludes with a review of ITSMA's key conclusions and
recommendations for companies to improve their own value measurement systems.
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