Chapter 16: The Marketing Plan & Analytics Process

activity metrics

measure effort

Examples include number of posts sent, or the volume of mailers sent, or blog articles written

analytics process

the process of collecting and using data to measure its own effectiveness and then takes actions based on the data to get better at what it does

leading indicator metrics

show the likelihood of outcomes that are important to the business. Examples include customer share-of-wallet or market growth rate

marketing analytics

a process for measuring and analyzing marketing data to better manage marketing performance and maximize the return on the investment that a company makes in marketing

marketing plan

a comprehensive strategy covering the marketing management process for a product or service

metrics

represent the data that serves as input for any analytics process

operational metrics

measure the efficiency of the marketing team; examples include marketing spend per employee or number of leads generated per sales representative

outcome metrics

show the business impact of marketing’s work; examples include market share, customer lifetime value, or revenue pipeline contribution

output metrics

count the output of things that marketing has done; they are sometimes good indicators of marketing’s impact, but not always

predictive metrics

point to expected outcomes; examples include propensity to purchase or likelihood to defect