The assessment of marketing performance is an increasingly important exercise in good business practice. If a business does not understand how their marketing efforts are affecting their customers and overall business performance, how can they expect to optimally allocate their time, money, effort and other resources in the future. Methods of assessing marketing performance should be carefully designed for the individual business due to the fact that each has (or should have) a unique selling proposition, goals, structure and working environment. In the current world of business, accounting metrics are the dominant category in which marketing performance is assessed, followed by consumer behaviour, innovativeness and brand equity. Within these categories a study* identified 19 metrics that could be regarded as primary metrics and could therefore serve as a short-list for initial selection. Importantly, the selection of these metrics should be moderated by the business environment as competitive benchmarking requires comparable metrics to be available. Primary Metrics for Assessing Marketing Performance [one_third] Accounting – Sales – Gross margins – Profitability  Consumer … Continue reading Assessing Marketing Performance