Marketing effectiveness

Since effective marketing leads to continuous growth in earnings, marketers could be said to be the guardians of the company’s future. But what we mean by marketing effectiveness will depend on each organisation’s aims and objectives.

In the most progressive companies the debate is not whether to review marketing in the boardroom, but what measures of marketing effectiveness to take to the table. It’s a delicate question – interpreting the data may turn the business in a new direction.

Our Marketing effectiveness report is a collection of papers on the subject. Among other things it looks at: measuring effectiveness using The Balanced Scorecard; measuring reputation and brand equity; and the varying approaches to measurement in different kinds of business.