Measuring marketing performance - A case study

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School of Economics | Master's thesis
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Date
2011
Major/Subject
Accounting
Laskentatoimi
Mcode
Degree programme
Language
en
Pages
81
Series
Abstract
PURPOSE OF THE STUDY The purpose of this study is to develop a marketing dashboard for a Finnish company that operates in the financial industry. The identification of suitable metrics for assessing marketing performance is considered central. This study proposes a new construct (a dashboard) that aims to providing management relevant information on marketing performance from decision-making perspective. METHODOLOGY AND DATA The methodology is a constructive case study. In the theoretical part previous literature and studies were reviewed. The main data in the empirical part of this study was acquired through various qualitative methods including discussions and theme interviews with the company managers, including the CEO, Sales and Marketing Director and Marketing Leader. Also internal case company databases and external third party data sources were used. RESULTS The proposed dashboard for measuring marketing performance was found to be efficient in terms of providing relevant information of marketing performance for the case company. The selected 16 metrics for the dashboard consist of four customer metrics, five brand equity metrics, three marketing and four financial metrics.
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Keywords
marketing, performance, measurement, dashboard, integrated set of measures
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