Linder Associates
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Program Implementation
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Marketing Performance Measurement
Measure the right things and measure things right by developing
meaningful yardsticks of marketing performance.
  Agree to measure
  Involve the stakeholders in developing standards and criteria
  Define and prioritize the AMPIs (Areas of Marketing Performance Measurement and Improvement)
  Determine the relative AMPI significance (weight)
  Select the yardsticks to monitor
  Produce a baseline of current values
  Determine agreed-upon goals
  Apply an industry or internal benchmark
  Calculate the performance gaps
  Build an ongoing performance information report card
  Integrate findings into efforts