Taking the Measure of Marketing: Going Beyond BI to Measure and Manage Marketing Performance

by Christophe Meili, Michael Guttman, John H. Parodi

The enterprise needs marketing more than ever in these difficult times. But without the ability to measure the effectiveness of specific marketing activities, optimizing the use of marketing's resources is impossible, as is fact-based decision making. As discussed in this Executive Report by Christophe Meili, Michael Guttman, and John Parodi, marketing performance management (MPM) addresses these issues, thereby allowing marketing to use its central position to integrate efforts of other functions and to help achieve the strategic goals of the enterprise.