Integrated Performance Measurement

A common challenge for all marketers is to prove the value of their contribution to the business. The thin evidence they usually serve up in defense of their spending is invariably greeted with skepticism by the CFO whose job it is to make sure the money is being spent wisely. To secure greater buy-in, marketers must prove they are making a real difference in achieving the business results that senior management actually cares about. They need to be able to show clear cause and effect in the form of an integrated performance measurement framework that incorporates both attitudinal drivers (the emotional catalysts that explain buyer behaviour) and the marketing performance metrics that directly ladder up to corporate measures of success. (click image to enlarge)