Considerations upon 'marketing metrics

• Author: Tescasiu B.
• Pages: 125-130

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Considerations upon “marketing metrics”

Bianca TESCAŞIU1

Abstract: Most of the time, management is concerned about how the money are spent, not

on how the money are generated. Measuring the final results of marketers become an

ambitious goal for management, in order to identify and identify the value that the marketers

bring to the firm. The marketers’ results are not always able to be evaluated only from the

financial outcomes point of view. That is why it is important to know how to link marketing

actions to quantifiable outcomes, but, also, to asses marketing productivity (the so called

“return of marketing”). This article wants to highlight the importance of marketing metrics

in order to evaluate how marketing returns value to the firm.

Key-words: marketing metrics, return of marketing, brand development index, market

share, market concentration

1. Introduction

For appreciating the final results of an economic activity we use, most of the time,

financial indicators. Focusing only on these kind of indicator does not reflect

necessarily all the aspects that define the organization’s success. It does not answer

to some questions, such as:

• What is the firm’s marketing contribution to those results?

• How the organization’s results reflect the success in comparison with the

competition?

• What is the right proportion between financial and non-financial indicators

to proof the firm’s success?

• What kind of reports should the marketers provide in order to appreciate the

entire organization’s efficiency?

A responsible management should be concerned about using not just

financial indicators, but, also non-financial. In this regard, marketing results should

become, also, aspects to be measured (Figure no1).

1 Transilvania University of Braşov, bianca.tescasiu@unitbv.ro