From the course: Building a Winning Enterprise Marketing Strategy
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Strategy integrated marketing metrics
From the course: Building a Winning Enterprise Marketing Strategy
Strategy integrated marketing metrics
- [Instructor] Marketing strategy involves decision making under uncertainty. And in the absence of metrics that let us know how things are going, we will miss the opportunity to fix what's not working, and to replicate our successes. And that's why marketing metrics are so important in, not only creating a good marketing strategy once, but in the ability to learn from our work so that we can achieve sustainable growth. You want to be thinking about two types of marketing metrics. These are what we call operational metrics, and evaluation metrics. If you like to call the operational metrics, our input metrics, what are we putting into the marketplace? And call those evaluation metrics, our output metrics, what is the marketplace outputting back to us? And you really need both to learn from your work. So as you're thinking about operational metrics, you want to go back to all of the aspects of execution that you have, so…
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