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Transforming the Value of Company Reports through Marketing Measurement

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Abstract:

Company reports are primarily targeted at shareholders and analysts, and used by them to measure current performance and future prospects.

Analysts place almost as much value on certain marketing metrics as they do on the primary financial metrics. However, while they are very satisfied with financial information provided, they are relatively dissatisfied with marketing data reported.

Based on marketing literature, existing research among analysts and shareholders, and examples of current practice among 25 companies explored as part of this Paper, along list of 47 marketing metrics is developed.

Four criteria to reduce these to a more manageable number are then suggested:

• importance to analysts

• practical ability to report

• importance to management

• economic importance to most companies

Applying these, the preliminary conclusion of this Paper is that the 10 marketing metrics most likely to be valuable in corporate reporting are:

• market trend

• market share

• major brand sales trends

• customer retention

• new product performance

• unit volume trend

• research and development trend

• capital expenditure

• total marketing investment

• distribution trend

Keywords: ANALYSTS; COMPANY REPORTS; INTANGIBLES; MARKETING; MEASUREMENT

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725799784772657

Publication date: November 1, 1999

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