Marketing Measurement - still was: Re: [Typo3-marketing] Another marketing paper

[Sabina Loicht]

Hi Dan et al,
I want to give just a little feed back on the suggestions you made about 
marketing measurements:
1.      first of all we need to define the goal.
2.      then we can establish tools and actions, how to reach the goal.
3.      in step 3 we define the measurement tools and units for assessing 
the results - means, how to measure, if we did reach the goal.
4.      start from the beginning.. ;-)

As you all might know, some classical Marketing Measurement Tools are the 
KPI's - the Key Performance Indicators.
(there is somewhere still a nice paper by McKinsey fom the former days, 
which we try to dig out of the piles..)
Well, a good approach for KPI - of course - is market share.

For measurement reasons we need some defined measurement units, like:
1. Image - means, how strong is the brand awareness? (Daniel, do you 
remember Munich?)
2. Distribution - means, how easy or difficult is it for a potential 
customer to find us?
3. Product - means, how good is the product itself compared to competitors?

We could go on now for hours on that topic, but I prefer - as an exercise - 
to define the marketing goals and measurement tools for the next 1,5 years 
for Austria in our next TUGA-Mktg-meeting on 3.6.2005 ond inform you about 
the outcome.

So far from Vienna - back to Munich.

Regards,
Sabina


>For those interested, here are some hints on how marketing performance can
>be measured, since we need some basic format that can be compared.
>
>First of all, it is important to understand, what activities might count as
>marketing or getting a list of what options exist at all.
>Here is a primitive, but easy to understand matrix:
>http://www.strategicmarketingmontreal.ca/MarketingEvaluationE.xls
>(It is not detailed, it is not complete, it is not great, but it is the best
>I could google in a short while)
>
>Just forget about everything that isn't applicable.
>
>On to the measurement bit:
>Generally speaking, measuring the business impact of marketing activities is
>not a standard activity in most organisations. However, to transfer
>knowledge and compare effectiveness of actions, it is indispensable.
>
>Some suggestions about what such a report should or could name:
>
>It should classify the activity:
>- advertisement
>- PR
>- direct marketing
>
>It should classify the target audience or buying center:
>- consultancies
>- CEO's
>- CMO's
>- CTO'S
>- developers
>...
>(It is of course extremely important to know about market segmentation, but
>for the first shot it will be fine to just use some labels that feel right)
>
>It should try to identify what key business drivers were targeted: [1]
>- communicating price advantage
>- winning consultancies as multipliers
>- completeness of vision/function
>...
>
>Time and other resources employed:
>- hours
>- dollars
>...
>
>Assets created for further use and exchange:
>- case studies
>- reference project
>...
>
>Overall performance:
>- give it some rating, make notes on feedback, etc.
>
>
>A simple way is to use a spreadsheet and just make columns, I added one.
>(sorry for the 40k attachment to all reading this mail on their Sinclair ZX
>Spectrum :-) Feel free to edit at will.
>
>
>Some suggested reading:
>On what the industry has to say about adopting Marketing Performance
>Measurement (PMP):
>http://www.cmocouncil.org/General%20PDF/MPM_White_Paper_Version_5.pdf
>
>A good introductory paper (especially the last section) on developing
>effective metrics for Marketing measurement:
>http://www.shapetheagenda.com/mediastore/insights_site/Hard_Edged_Marketing_
>Agenda_Paper.pdf
>
>
>Hth, Cheers,
>
>Daniel
>
>
>
>[1](The tasks, the information and the people that promote and support the
>goals of the enterprise. The requirements that describe what the business
>wants (eg, more quality data, faster response to queries). A problem in the
>business that is important enough to spell the difference between success
>and failure for an organization.)
>
>
>
>--
>Vice-Chairman
>TYPO3 Association
>http://association.typo3.org

with best regards,

S. Loicht

----
Mag. Sabina Loicht
plan2net e-consulting
A-1190 Wien, Sieveringerstr. 37
TEL     +43 1 328 00 63 - 22
MAIL    sl at plan2.net
WEB     www.plan2.net