Metrics for making mkt matter

Financial mkt

Commonly focus.

Producivity chain

Focused on customer or product-market results

Assess performance

Use of financial measures and the value of mkt assets

Brand equity and customers

Customer lifetime value

Evaluates mkt spending

customer selection metric

Tobin’s q

market value/book value

Financial terms

Income, book value, stock, performance

Mkt actions

customer reaction

product-market impact

financial outcome

firm value