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Implementing marketing measurement systems is one of marketing's most
pressing challenges today. Marketers have always understood the importance
of measuring the value of their efforts, but yesterday's luxury is today's
urgent priority given the increased visibility of marketing and the tightening
of corporate budgets.
This ITSMA briefing outlines the vital role that marketing metrics can
play in driving corporate change and reviews survey data on current practices
in measuring marketing performance across the industry. The briefing highlights
four key issues relating to marketing metrics:
- What companies are measuring today and how effectively they are
doing it
- The potential problems with "return-on-investment" (ROI) metrics
for marketing
- Best practices in value measurement systems
- Common mistakes in building measurement systems
 Download
highlights from ITSMA's member survey on metrics - PDF
(286KB)
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