Five Essentials for Marketing Performance Measurement Systems

Citation

Angell R, Sharp A & Chapman T (2024) Five Essentials for Marketing Performance Measurement Systems. MIT Sloan Management Review. https://sloanreview.mit.edu/article/five-essentials-for-marketing-performance-measurement-systems/

Abstract
First paragraph: Successful marketers routinely capture key performance indicators, or metrics, to assess marketing performance within the allocated budget. This is known as a marketing performance measurement (MPM) system. However, even in companies with a strong measurement culture, metric reporting often remains sporadic and short term and lacks a clear strategic focus. Two recent studies highlight this issue. According to the September 2022 CMO Survey, senior marketers often monitor metrics like sales volume but are less likely to track complex metrics associated with brand and customer equity. And according to the annual survey for Clevertouch’s “State of Martech 2024” report, just 40% of companies actively track metrics linking marketing to revenue generation — and often do so in an ad hoc manner.

Journal
MIT Sloan Management Review