MBA Evaluating Market Performance

When evaluating marketing performance, companies should measure marketing outcomes from the consumers points of view, include all marketing activities, measure across a continuous time period, and meet statistical and technical criteria required of all measurement systems. To accurately measure the effectiveness of marketing activities, KPIs must be integrated within the business and management of the company. To ensure meaningful comparisons among activities, companies should employ a common scale, and measurement error must be quantified so that managers can react to changes in conditions.