The "New" Metrics of Accountability
Issue: You need metrics that help you track brand and marketing effectiveness. But you also need to prove how your efforts affect purchasing habits, market perception and trust in your brand.
To keep up with shifting priorities, an increased need for accountability and new marketing tactics, marketers use metrics to assess individual campaigns, customer activities and more. However, insights into what drives customer decisions and behavior, brand awareness and other traditionally "soft" measures are an increasingly important aspect of overall accountability.
What if:
- Marketing performance could be quantified by channel and campaign types, by how well they work together to drive purchase decisions?
- You could show precisely which aspects of brand and customer experience drive customer loyalty—and how well you're doing?
- A quantification of the strengths, weaknesses and position of your brand could show you exactly which gaps needed to be closed to improve it?
- You had the metrics to prove the importance of the "customer agenda"?
Approach: Through a precise quantification of key brand, touchpoint, experience and loyalty metrics, MCorp uses market research to put hard numbers to traditionally "soft" issues.
Marketing—seen more as art than science by many in the executive suite—has been the last of the corporate functions to formally adopt processes and standards that can be tracked and measured quantitatively. That's why looking through the lens of our structured primary market research methodologies, you can effectively measure these issues, benchmark performance, and chart a metrics-driven path to improvement.
