Question

Topic: Research/Metrics

What Experiences Have You Had With Mpm? Have Mpm Programs Helped Increase Your Marketing Budgets?

Posted by SteveByrneMarketing on 6/17/2004 at 5:16 PM ET 1000 Points
I recently came across the CMO Council’s white paper discussing Marketing Performance Measurement MPM. This topic appears to be increasingly near and dear to marketers hearts, albeit usually to date difficult and expensive. The points are for your case studies, stories, anecdotal stuff you marketers have experienced relative to MPM programs. Of particular interest is how MPM can be a tool to get senior management to sign off on more appropriate budgets for marketing. Feel free to discuss whatever thoughts this topic produces for you.

Measures and Metrics: The Marketing Performance Measurement Audit
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by SteveByrneMarketing on 6/17/2004 at 9:25 PM Author
    note: please don't be intimated by the pdf, it’s non-techno speak, informative and a quick read.
  • Posted by SteveByrneMarketing on 6/18/2004 at 3:30 PM Author
    Great input Nicolas. I like your point about “too strict a measurement” interfering with budgets for sound marketing and CEO’s turning data around on marketers. It seems important that CEO’s partner with marketing people in the early phases of MPM. After all, usually any measurement is a step in the right direction.

    How about others? What are your MPM experiences and thoughts?
  • Posted by SteveByrneMarketing on 6/18/2004 at 5:36 PM Author
    Excerpt from paper:

    For MPM to be successfully implemented, it requires a commitment from the CMO and CEO, a willingness to make a science out of the art of marketing, involvement of cross functional executives, and department-wide changes in how programs are executed and measured.

    For marketing to TRULY TAKE A SEAT at the executive table, forward looking CMO’s must enforce the discipline of measurement – and clearly benchmark and report on marketing programs and activities.

    Comments?
  • Posted by Blaine Wilkerson on 6/22/2004 at 4:55 PM Member
    Steve, I will comment later tonight...got buried in projects...

    Thanks for the reminder!
  • Posted by SteveByrneMarketing on 6/23/2004 at 2:46 PM Author
    Thanks Michelle,

    I think your comments on the “age old conundrum” speak to the bigger picture. As a marketer, I have to confess having had some resistance to measurement programs – they didn’t work, they didn’t take everything into account, they slowed things down, I didn’t fully understand them, I am occasionally a bit lazy. But I can see CEOs and their boards must employ measurements’ competitive advantage for their businesses to thrive. It seems the core issues are what really works and how proactive must marketers be in driving the kinds of cultural change needed to get everyone on the same page. A truly daunting task.

    Other comments!

    (The GRI site can be found here: https://www.globalreporting.org/)
  • Posted by Blaine Wilkerson on 6/26/2004 at 7:57 AM Accepted
    I think it is certainly possible to develop methods of measurement. Extremely difficult, personalized, and expensive, but possible.

    Certain areas such as brand equity will be quite a challenge, but I believe the is a way to measure anything and everything. This is always a cause and effect relationship with every action. Given the complex nature of businesses in general, one will most likely have the most success by comparing and evaluating concurrent efforts in other departments whish may or may not have an effect on a particular marketing tactic. plan, or strategy.

    Is it a pain to have to finally submit a computation to justify your creative? Sure. Is it necessary? I believe so. Personally, I have not gone beyond the obvious and easy to measure aspects outlined in the article, but I am certainly willing to check it out in more detail. This is something I plan to follow. Can't wait for them to release their results!

    Thanks for bringing this up! Very thought provoking!

    --Blaine
  • Posted by bobhogg on 6/27/2004 at 8:27 AM Accepted
    Steve...

    Thanks for the link to that paper - interesting!

    I'm a UK-based marketer, and the issue of the measurement of marketing effectiveness coupled with marketing's influence at board level, is a "hot topic" here.

    The Chartered Institute of Marketing (www.cim.co.uk) has been stimulating discussion on these issues recently. As a CIM member (and an examiner on its professional qualifications programme), I thought this link to a paper published by the CIM late last year might be of interest:

    https://www.shapetheagenda.com/mediastore/insights_site/Hard_Edged_Marketin...

    Hope you find this of value - and that you get a lot more response to this very important issue!

    Bob
  • Posted by SteveByrneMarketing on 6/28/2004 at 3:37 PM Author
    Thanks to all for responding to this post. I thought that Nicolas provided the best response. I’m looking forward to questions from others on the subject we love to hate.

    -- Steve
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Research/Metrics)