Elements and Performance Criteria
- Prepare for implementation of strategy to measure marketing effectiveness
- Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions
- Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation
- Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links
- Plan to address any issues with use of marketing metrics within the organisation
- Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics
- Gain approval for design or redesign of strategy from senior management
- Design strategy to measure marketing effectiveness
- Set objectives for measurement and evaluation of marketing effectiveness
- Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning
- Calculate costs of gathering and analysing data with assistance of relevant financial experts
- Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy
- Manage, implement and evaluate strategy to measure marketing effectiveness
- Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
- Supervise design and implementation of specific metrics
- Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness
- Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes