Question

Topic: Research/Metrics

Marcom Group Metrics

Posted by Anonymous on 6/15/2009 at 8:21 AM ET 25 Points
Hi, Can anyone please help me with some operational metrics for a typical marcom group within an org? The typical functions that are performed within the team are - content proofing, editing, design, program strategy and execution, program management
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  • Posted on 6/15/2009 at 10:06 AM Accepted
    In terms of marketing metrics (program strategy, execution and program management), sometimes these groups will do split testing on campaigns, and look at various measurements among the different groups (open-rate, click-through rate, conversion rate, response rate), etc. A lot depends upon the way the campaign is conducted. Also, a lot can depend on whether you are looking at customer acquisition versus customer retention, so that the measurements are relevant to the overall campaign goal.

    For the other functions you've mentioned, the metrics may include developing programs in line with client goals, communication with others internally and externally, or frequency of errors in editing and proofing.
  • Posted on 6/15/2009 at 11:50 PM Author
    Thanks jlevin. My customers are internal customers i.e. employees of the company itself. The objective is to project to the senior management what this group does, how it measures its performance and what kind of day-to-day metrics are followed. some of the metrics mentioned in the last paragraph made a lot of sense.
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