Considerations upon “marketing metrics”

Abstract

Most of the time, management is concerned about how the money is spent, not how the money is generated. Measuring the final results of marketers become an ambitious goal for management, in order to identify and identify the value that the marketers bring to the firm. The marketers’ results are not always able to be evaluated only from the financial outcomes point of view. That is why it is important to know how to link marketing actions to quantifiable outcomes, but, also, to asses marketing productivity (the so-called “return of marketing”). This article wants to highlight the importance of marketing metrics in order to evaluate how marketing returns value to the firm.