Briefly discuss the characteristics of the business environment, such as intensity of competition, key sources of competitive advantage, and emerging industry trends.

Measuring Marketing Effectiveness

Play the role of a marketing analyst and performance measurement consultant. This is the next bastion of marketing consultancy, with companies actively seeking the support and guidance of experts like Koen Pauwels and Tim Ambler for measuring their marketing effectiveness and designing systems that routinely and continuously track marketing performance. However, it remains an evolving field.

Guidelines / Key Contents:

You are to present your MPM system (dashboard) with key findings and recommendations of your work to the head of the marketing department in the company of your choice.

As such, you are expected to present the following:

[Executive summary / Introductions:

• A short self-standing executive summary (i.e. abstract)
• A brief overview of the company and the industry/market in which it operates. You may wish to:

o briefly discuss key determinants of the company, such as its size, type of offering, strategic approach, targeting and competitive positioning. If you would prefer to focus on a specific market, strategic business unit (SBU) or brand, this is fine.

o briefly discuss the characteristics of the business environment, such as intensity of competition, key sources of competitive advantage, and emerging industry trends.

Note: focusing on facts and insights that helps create stronger argumentation for the inclusion of metrics in your MPM system is a sensible strategy.

Last Completed Projects