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Journal articles on the topic 'Marketing metrices'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Kowal, Witold. "Marketing metrics – perspektywa marketingu offline vs. marketingu online." Marketing i Rynek 2023, no. 7 (2023): 18–26. http://dx.doi.org/10.33226/1231-7853.2023.7.3.

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2

Barwise, Patrick, and John U. Farley. "Marketing Metrics:." European Management Journal 22, no. 3 (2004): 257–62. http://dx.doi.org/10.1016/j.emj.2004.04.012.

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3

Ambler, Tim. "Marketing Metrics." Business Strategy Review 11, no. 2 (2000): 59–66. http://dx.doi.org/10.1111/1467-8616.00138.

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4

Ćirić, Saša. "Brand-related marketing metrics." International Journal of Economic Practice and Policy 20, no. 2 (2023): 137–51. http://dx.doi.org/10.5937/skolbiz2-47409.

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Adequate measurement is crucial for brand management but represents a real challenge for marketers. Choosing adequate indicators to measure the effectiveness and efficiency of brand investments is one of the prerequisites for brand success. The most common problem is the sensitivity of individual indicators to recognize the level of brand presence in the minds of customers or consumers and the effectiveness of certain indicators in terms of long-term brand investment. This paper presents the most commonly used marketing indicators related to the brand and the advantages and disadvantages of in

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5

Hacioglu, Gungor, and Osman Gök. "MARKETING PERFORMANCE MEASUREMENT: MARKETING METRICS IN TURKISH FIRMS." Journal of Business Economics and Management 14, Supplement_1 (2013): S413—S432. http://dx.doi.org/10.3846/16111699.2012.729156.

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This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant

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Zahay, Debra, and Abbie Griffin. "Marketing strategy selection, marketing metrics, and firm performance." Journal of Business & Industrial Marketing 25, no. 2 (2010): 84–93. http://dx.doi.org/10.1108/08858621011017714.

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7

Uzma, Shigufta Hena. "Marketing metrics: a meta-synthesis." International Journal of Business Excellence 14, no. 2 (2018): 153. http://dx.doi.org/10.1504/ijbex.2018.089148.

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Uzma, Shigufta Hena. "Marketing metrics: a meta-synthesis." International Journal of Business Excellence 14, no. 2 (2018): 153. http://dx.doi.org/10.1504/ijbex.2018.10009764.

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Sridhar, Shrihari, Prasad A. Naik, and Ajay Kelkar. "Metrics unreliability and marketing overspending." International Journal of Research in Marketing 34, no. 4 (2017): 761–79. http://dx.doi.org/10.1016/j.ijresmar.2017.09.001.

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Skulme, Ronalds, and Valerijs Praude. "Social media evaluation metrics." Oeconomia Copernicana 7, no. 1 (2016): 131. http://dx.doi.org/10.12775/oec.2016.009.

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Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a form

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Töllinen, Aarne, and Heikki Karjaluoto. "Marketing communication metrics for social media." International Journal of Technology Marketing 6, no. 4 (2011): 316. http://dx.doi.org/10.1504/ijtmkt.2011.045911.

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12

Škoko, Ines. "Marketing Metrics in private healthcare institution." Vallis Aurea 10, no. 1 (2024): 57–68. http://dx.doi.org/10.62598/jva.10.1.5.5.

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Public health care institutions same as private health care institutions are present in almost every city in Croatia. Public health care institutions provide stability, security, and most of all they are traditionally among the people in Croatia. Private health care institutions are basically young and modern institutions with different and new management system. Main analyses and metrics which Policlinic Intermed uses in its business are SWOT analyses and BCG metrics. Through those methods and analyses this polyclinic can make right decisions in order to bring required marketing activities fo

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13

Pilling, Bruce K., Edward E. Rigdon, and Harvey J. Brightman. "Building a Metrics-Enabled Marketing Curriculum." Journal of Marketing Education 34, no. 2 (2012): 179–93. http://dx.doi.org/10.1177/0273475312450390.

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The lack of analytical preparation of marketing students was a key concern at a large, public university in southeastern United States, leading to the decision to create a new required undergraduate marketing metrics course. This article describes the development of that course, designed specifically to strengthen analytical skills across the marketing curriculum. The process that guided course development is presented. The specific stages in course design are briefly discussed, and the instructional plan and specific teaching strategies are presented. This discussion includes the allocation o

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Spiller, Lisa, and Tracy Tuten. "Integrating Metrics Across the Marketing Curriculum." Journal of Marketing Education 37, no. 2 (2015): 114–26. http://dx.doi.org/10.1177/0273475315587103.

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15

Sampaio, Cláudio Hoffmann, Cláudia Simões, Marcelo Gattermann Perin, and Alessandro Almeida. "Marketing metrics: Insights from Brazilian managers." Industrial Marketing Management 40, no. 1 (2011): 8–16. http://dx.doi.org/10.1016/j.indmarman.2010.09.005.

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16

Bendle, Neil, Paul Farris, Phillip Pfeifer, and David Reibstein. "Metrics that Matter - to Marketing Managers." Marketing ZFP 32, JRM 1 (2010): 18–23. http://dx.doi.org/10.15358/0344-1369-2010-jrm-1-18.

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17

Artz, Martin, and Natalie Mizik. "Compensation-Related Metrics and Marketing Myopia." NIM Marketing Intelligence Review 15, no. 1 (2023): 40–44. http://dx.doi.org/10.2478/nimmir-2023-0006.

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Abstract Compensation packages including incentives tied to a company’s stock price can be powerful motivators for corporate leaders. But the authors’ study also showed that these motivations can produce some serious unintended consequences. Equity incentives can tempt CMOs to engage in short-sighted marketing management such as cutting R&D and advertising spending in an effort to inflate current earnings and enhance the company’s stock price. This myopic management boosts their personal earnings at the expense of their company’s long-term performance. Our findings highlight the pitfalls a

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18

Preeti, Kaushik. "DIGITAL MARKETING: SUCCESS METRICS, FUTURE TRENDS." INTERNATIONAL JOURNAL OF ENGINEERING SCIENCES & RESEARCH TECHNOLOGY 6, no. 8 (2017): 79–84. https://doi.org/10.5281/zenodo.839123.

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Abstract – Business Marketing is one of the prospective which has been tremendously affected by digital world in last few years. Digital marketing refers to doing advertising through digital channels. This paper provides detailed study of metrics to measure success of digital marketing platform and glimpse of future of technologies by 2020.

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19

Sedov, Roman. "Data metrics in modern digital marketing." JOURNAL OF REGIONAL AND INTERNATIONAL COMPETITIVENESS 6, no. 1 (2025): 21–30. https://doi.org/10.52957/2782-1927-2025-6-1-21-30.

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The article defines the stages of digital marketing and highlights modern metrics for choosing data analysis tools. Currently, mobile Internet accounts for 80% of the total Internet traffic in the Russian Federation. The research emphasises the components of effective media planning, including return on investments, target audience, increasing brand awareness, and costs optimising. According to the statistics, there are different approaches to increasing sales of new trademarks (brands) via the mobile Internet. The research considers the issues of calculating the market share of a trading comp

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20

Blyzniuk, Vasyl. "Metrics in digital marketing of trade enterprises." Marketing and Digital Technologies 5, no. 2 (2021): 36–47. http://dx.doi.org/10.15276/mdt.5.2.2021.4.

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Aim of the article. The purpose of the article is to identify metrics that are relevant to digital marketing, in particular, in the activities of trade enterprises. Description of certain metrics, their detailing and systematization. Analyses results. A study on the metrics of digital marketing in the activities of trade enterprises. Systematized, defined and supplemented groups of digital marketing metrics, their application in the activities of enterprises. The main metrics of digital marketing on some groups of metrics of digital marketing in the aspect of the analysis of digital marketing

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21

Ramos, André Luiz, Otávio Bandeira De Lamônica Freire, and Marcelo Moll Brandão. "Value of the Company and Marketing Metrics." Revista Ibero-Americana de Estratégia 12, no. 4 (2013): 235–60. http://dx.doi.org/10.5585/ijsm.v12i4.2044.

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Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle

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22

Rebiazina, Vera, Anna Daviy, and Yana Karlova. "Marketing Metrics Usage by Russian FMCG (Fast Moving Consumer Goods) Companies." Moscow University Economics Bulletin 2016, no. 1 (2016): 108–30. http://dx.doi.org/10.38050/01300105201616.

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The aim of the paper is to identify the characteristics of marketing metrics usage by Russian FMCG (Fast Moving Consumer Goods) companies. The article provides the definition of «marketing metrics» concept, examines the theoretical aspects of marketing metrics and develops their classification. The author analyzes the basic concepts of marketing assessment and approaches to the classification of marketing metrics. The empirical research is based on a mixed strategy approach. Two stages of in-depth interviews were fulfilled to investigate the marketing metrics usage by Russian FMCG companies. D

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23

Gaskill, Adam, and Hume Winzar. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector." SAGE Open 3, no. 3 (2013): 215824401350133. http://dx.doi.org/10.1177/2158244013501332.

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24

Basile, Vincenzo, Simone Luongo, and Karin Reinhard. "Marketing Metrics in the Wine Retailing Industry." Symphonya. Emerging Issues in Management, no. 2 (December 17, 2023): 78–96. http://dx.doi.org/10.4468/2023.2.06basile.luongo.reinhard.

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Over the years, many companies integrated the Key Performance Indicators (KPIs) tools, into their reporting activities, leading to a deep transformation of the business models and marketing strategies. This study has dual aims: first, to recognize and validate the studies on Marketing Performance Measurement (MPM) in the wine retailing industry; second, to examine the relationships among the firm’s efforts to apply marketing metrics and some characteristics of the competitive environment. To reach these research aims, data on the overall 31 wineries were collected and analyzed in three differe

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25

Srinivasan, Shuba. "Mind-Set Metrics: Consumer Attitudes and the Bottom Line." GfK Marketing Intelligence Review 7, no. 1 (2015): 28–33. http://dx.doi.org/10.1515/gfkmir-2015-0004.

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Abstract Including mind-set metrics like cognitions, affects and intentions in marketing models helps explain the effect of marketing on hard facts like sales and profit and also improves marketing decisions. Mind-set metrics have longer wear-in times than most marketing mix activities and can therefore serve as leading indicators. They allow time for managerial action before market performance itself is affected. The mind-set effects are not identical for all types of products or in all marketing settings. Four criteria – potential, responsiveness, stickiness and sales conversion – help deter

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26

Kočišová, Lucia, and Peter Štarchoň. "The role of marketing metrics in social media: A comprehensive analysis." Marketing Science & Inspirations 18, no. 2 (2023): 40–49. http://dx.doi.org/10.46286/msi.2023.18.2.4.

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In the digital era, social media has emerged as a powerful marketing tool, revolutionizing the way businesses interact with consumers. As social media platforms continue to evolve, it is crucial for marketers to effectively measure and analyze their efforts. This article explores the significance of marketing metrics in the realm of social media, highlighting the key metrics used to evaluate marketing campaigns and their impact on business success. Through an in-depth analysis of various marketing metrics, this article provides insights into optimizing social media strategies for enhanced cust

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27

Netto, Carla Freitas Silveira, and Luiz Antonio Slongo. "Métricas de marketing, Big Data e o papel do departamento de marketing." Revista de Administração da UFSM 12, no. 3 (2019): 527. http://dx.doi.org/10.5902/1983465922046.

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Marketing metrics are a way of proving the result of marketing efforts and ensure its relevance inside companies. Big Data can be an opportunity for marketing to gain even more importance since access to a greater volume of information makes possible to develop new metrics. The present paper verifies if this is a reality on marketing departments, if the department is involved in developing or reporting metrics, and in the use of Big Data. To achieve this goal, first, we develop premises from the literature so that, after, we can confront it with reality, captured by interviews with marketing p

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28

Cvitanović, Petra Leonora. "Navigating New Marketing Technologies, Channels and Metrics." Managing Global Transitions 16, no. 4 (2018): 379–400. http://dx.doi.org/10.26493/1854-6935.16.379-400.

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29

Shafi, Syed Irfan, and C. Madhavaiah. "Measuring marketing performance a review of metrics." JIMS8M: The Journal of Indian Management & Strategy 19, no. 1 (2014): 55. http://dx.doi.org/10.5958/j.0973-9343.19.1.009.

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30

Shaw, Robert, and Carolyn White. "better managed processes CREATE better marketing metrics." Measuring Business Excellence 3, no. 4 (1999): 28–35. http://dx.doi.org/10.1108/eb025584.

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31

Ambler, Tim, Flora Kokkinaki, and Stefano Puntoni. "Assessing Marketing Performance: Reasons for Metrics Selection." Journal of Marketing Management 20, no. 3-4 (2004): 475–98. http://dx.doi.org/10.1362/026725704323080506.

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32

Tardungo, Anthony, Thomas Dipasquali, and Robert Matthews. "IT Services: Costs, Metrics, Benchmarking and Marketing." EDPACS 28, no. 6 (2000): 1. http://dx.doi.org/10.1201/1079/43263.28.6.20001201/30371.3.

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33

Singhal, Saurabh. "Customer Engagement Marketing Metrics: Review & Propositions." International Journal of Management Issues and Research 9, no. 2 (2020): 60–67. http://dx.doi.org/10.69711/sharda.ijmir.v9i2.2001.

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34

Sharma, Arun. "The Metrics of Relationships." Journal of Relationship Marketing 6, no. 2 (2007): 33–50. http://dx.doi.org/10.1300/j366v06n02_04.

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35

Lautman, Martin R., and Koen Pauwels. "Metrics That Matter." Journal of Advertising Research 49, no. 3 (2009): 339–59. http://dx.doi.org/10.2501/s002184990909045x.

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36

Precourt, Geoffrey. "Getting Metrics Right." Journal of Advertising Research 49, no. 4 (2009): 395–96. http://dx.doi.org/10.2501/s0021849909091004.

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37

Edelman, Benjamin. "Who Owns Metrics?" Journal of Advertising Research 49, no. 4 (2009): 401–3. http://dx.doi.org/10.2501/s0021849909091028.

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38

Nath, Pravin. "Taking measure: the link between metrics and marketing’s exploitative and explorative capabilities." European Journal of Marketing 54, no. 7 (2020): 1549–80. http://dx.doi.org/10.1108/ejm-01-2018-0050.

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Purpose While metrics are becoming increasingly important for marketing’s relevance, there is also a need to understand how they, as enablers of learning, affect marketing’s adaptive capabilities that ensure its long-term success. Therefore, this study aims to test the association of marketing and financial metrics use and the metric-based orientations of training and compensation, with two key marketing routines – exploitation, i.e. the perfecting of existing activities while allowing for incremental adaptations and exploration or experimentation accompanied by radical adaptation. Design/meth

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39

Mintz, Ofer. "Metrics for Marketing Decisions: Drivers and Implications for Performance." NIM Marketing Intelligence Review 15, no. 1 (2023): 18–23. http://dx.doi.org/10.2478/nimmir-2023-0003.

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Abstract Marketers are using metrics to diagnose, coordinate and monitor customer relationships and marketing efforts, set benchmarking goals to guide marketing implementation, and communicate the results of marketing outcomes with internal and external stakeholders. Even if the number of available metrics is striking, some studies found support for the idea that the more metrics managers employed for their decisions, the better the marketing performance. Studies by the author also showed that using non-financial marketing metrics, such as awareness, willingness to recommend and loyalty, seeme

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40

López Paredes, Alexandra, Johanna Monge Martínez, Sonia Armas Arías, and Samantha Malusin Alban. "Scientific metrics of social networks in political marketing 2.0." Medwave 23, S1 (2023): eUTA287. http://dx.doi.org/10.5867/medwave.2023.s1.uta287.

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Introducción Las redes sociales en el marketing político 2.0, son estrategias de comunicación que hace énfasis en los mecanismos psicológicos del comportamiento del votante en las campañas electorales este sistema sirve para persuadir en la opinión del ciudadano, para posesionar su partido y el candidato tenga mayor ventaja a su competencia, con el uso de las redes sociales busca optimizar los recursos y planes de un partido político sin necesidad de grandes inversiones donde los políticos llegan a la ciudadanía de un modo rápido / directo y entre ambas partes mantener un diálogo Objetivos fue

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41

Sampath, Dr Lingam. "Digital Marketing Metrics and ROI Analysis: Evaluating Effectiveness and Value." Journal of Research in Business and Management 12, no. 8 (2024): 64–68. http://dx.doi.org/10.35629/3002-12086468.

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In the rapidly evolving landscape of digital marketing, businesses are increasingly focusing on measuring the effectiveness of their strategies and evaluating the return on investment (ROI) to optimize their marketing efforts. This paper explores the critical metrics and methodologies used to assess digital marketing performance and ROI. Key performance indicators (KPIs) such as website traffic, social media engagement, email open rates, and paid advertising costs are examined for their role in providing actionable insights. The paper also delves into advanced ROI analysis techniques, includin

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42

Zedginidze, S., L. Berikashvili, and M. Chechelashvili. "FINANCIAL TOOLS FOR ASSESSING MARKETING ACTIVITIES." Norwegian Journal of development of the International Science, no. 104 (March 11, 2023): 27–31. https://doi.org/10.5281/zenodo.7738703.

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<strong>Abstract</strong> The elements for achieving the success of the company are the development of a strategy and competent goalsetting, risk assessment, allocation of resources, and direct implementation of activities. Customer perspectives, primarily related to marketing, are one of the most important aspects of shaping the sustainable success of an organization. Their planning, control, and evaluation become the most significant factors for the stable operation of the enterprise. Thus, the use of marketing metrics plays a huge role in ensuring the success of an organization. The study o

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43

Pauwels, Koen H. "Modeling Dynamic Relations Among Marketing and Performance Metrics." Foundations and Trends® in Marketing 11, no. 4 (2018): 215–301. http://dx.doi.org/10.1561/1700000054.

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44

Kornelis, Marcel, Marnik G. Dekimpe, and Peter S. H. Leeflang. "Does competitive entry structurally change key marketing metrics?" International Journal of Research in Marketing 25, no. 3 (2008): 173–82. http://dx.doi.org/10.1016/j.ijresmar.2008.01.003.

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45

Mamula, Tatjana. "Role of marketing metrics in strategic brand management." Marketing 43, no. 1 (2012): 49–61. http://dx.doi.org/10.5937/markt1201049m.

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46

Hanssens, Dominique M., Koen H. Pauwels, Shuba Srinivasan, Marc Vanhuele, and Gokhan Yildirim. "Consumer Attitude Metrics for Guiding Marketing Mix Decisions." Marketing Science 33, no. 4 (2014): 534–50. http://dx.doi.org/10.1287/mksc.2013.0841.

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47

Groeger, Lars, and Francis Buttle. "Word-of-mouth marketing." European Journal of Marketing 48, no. 7/8 (2014): 1186–208. http://dx.doi.org/10.1108/ejm-02-2012-0086.

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Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign. Data are collected from two generations of campaign participants using a custom-built Facebook app and subjected to social network analysis (SNA). We compare our theoretically informed measure of campaign reach with industry standard practice. Findings – Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-rela

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48

Benslama, Teissir, and Rim Jallouli. "Empirical Study of the Impact of Social Media Data Analytics on Marketing Strategy." Journal of Telecommunications and the Digital Economy 12, no. 1 (2024): 575–94. http://dx.doi.org/10.18080/jtde.v12n1.830.

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Social Media Data Analytics (SMDA) has emerged as a dynamic and growing field across various disciplines, including marketing. However, practitioners and researchers in the marketing domain have realized that harnessing the full potential of SMDA for guiding marketing strategies necessitates a clear understanding of the relevant SMDA metrics. A significant challenge lies in the lack of clear guidance on which SMDA metrics are most relevant for enhancing marketing strategies. This study aims to empirically evaluate the impact of SMDA on marketing strategies. To achieve this goal, the study carr

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Shrivastava, Guru Daaman, and Shalini Choithrani. "The Future of Content Marketing: Developing KPIs for Metaverse Content Marketing." ComFin Research 12, no. 4 (2024): 13–22. http://dx.doi.org/10.34293/commerce.v12i4.7983.

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In recent times, the Metaverse technology has gathered attention due to its futuristic capabilities. Being a relatively new concept, it is important to keep on exploring the possibilities of this technology. Content Marketing is a marketing method, which has been tried and tested by marketers and researchers since the beginning of internet. The study envisions the use of Metaverse as a platform for content marketing activities of the brands. To bring this vision into perspective, the study identifies a set of Key Performance Indicators (KPIs) that can be used to assess the performance of conte

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50

Rosenkrans, Ginger Lee. "Online banner ads and metrics challenges." International Journal of Internet Marketing and Advertising 3, no. 3 (2006): 193. http://dx.doi.org/10.1504/ijima.2006.010747.

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