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Marketing performance management: How best-in-class marketing organisations prove marketing’s value

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Over 400 organisations participated in the 16th Annual Marketing Performance Management Benchmarking study. The aim of the study was to understand the subtle nuances that separate best-in-class marketing organisations from the rest of the pack when it comes to being able to prove their value, contribution and impact. The results reveal that member of this elite group of marketers are significantly better in five key areas of performance management — business acumen, alignment, accountability, performance target setting and the use of analytics. In addition, this group leverages marketing operations differently. This paper provides insight into how to join their ranks.
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Keywords: marketing ROI; marketing accountability; marketing analytics; marketing measurement; marketing operations; marketing performance management

Document Type: Research Article

Publication date: November 1, 2017

More about this publication?
  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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