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