Chapter 22: Managing marketing metrics
This Chapter examines the importance of measuring marketing metrics and provides detailed explanations of different metrics that can be used to assess marketing performance, customer value and company value. The Chapter also outlines the challenges that organizations face when using marketing metrics and suggests ways to overcome these challenges, including using customer relationship value (CLV) and customer referral value (CRV). It also delves into various accounting-based metrics, such as return on investment (ROI) and net profit, and discusses how to measure the impact of marketing activities on shareholder value.