Elements and Performance Criteria
- Identify and analyse measurement of marketing effectiveness
- Research a range of metrics available to identify effectiveness of marketing processes and functions
- Identify marketing metrics used by the organisation in each key marketing operation
- Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links
- Analyse effectiveness of current and possible future marketing metrics
- Identify issues with using marketing metrics within the organisation
- Develop strategy to measure marketing effectiveness
- Identify the organisation’s criteria for selecting manageable and cost-effective metrics
- Identify the organisation’s objectives for measurement and evaluation of marketing effectiveness
- Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation’s brand or unique positioning
- Contribute to calculation of costs of gathering and analysing data
- Plan and document implementation strategy for measuring and analysing marketing performance
- Contribute to development of specific, relevant metrics
- Promote strategy to measure marketing effectiveness
- Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format
- Design an internal marketing communications strategy so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
- Report on implementation and outcome issues