Five Fundamentals for Useful Marketing Metrics

마케팅 매트릭스를 구현하기 위한 5가지 요소를 설명한 내용이다.
요즘 매트릭스 관련한 자료를 열띠미 보고 있는데 마케팅 매트릭스에 관련된 기본적인 요소 부터 기업의 비즈니스 전략에 따른 고객 마케팅 구현을 위한 마케팅 매트릭스 측정모델을 설명하고 있다.

1. Essential metrics criteria
2. Customer-acquisition metrics
3. Product "wow" metrics
4. Customer-retention metrics
5. Strategic accountability

1. Essential Metrics Criteria

- Metric drives business results.
- Metric reflects business results.
- Metric is something you can influence.
- Metric is measured accurately.
- Metric is measured consistently.
- Metric is measured cost effectively.
- Key stakeholders agree that key metrics meet these criteria.

2. Customer-acquisition metrics

- Awareness levels
- Purchase-decision drivers
- Rate of customer acquisition
- Market share
- ROI of marketing programs
- Cost of customer acquisition

3. Product "wow" metrics

- Ease of learning
- Ease of use
- Satisfaction versus expectations
- First-time user experience metrics
- Usability metrics
- Longitudinal usage metrics

4. Customer-Retention Metrics

- Retention rate
- Abandonment rate
- RFM (recency, frequency, monetary value)
- LTV (lifetime value)
- Brand equity
- Net promoter score

5. Strategic accountability

It's imperative to tie marketing metrics to marketing strategies. By measuring marketing effectiveness through quantifiable, insightful and useful benchmarks, you'll have the information you need to focus efforts and resources on what best builds the business.

Marketing metrics also allow you to own accountability for your marketing efforts.

출처:http://www.marketingprofs.com/4/taylor2.asp