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Measuring success (Key marketing measures (Profit/profitability (Measured…
Measuring success
Key marketing measures
Profit/profitability
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Difficult to attribute accurately to marketing activity, rather than the possibility of some other factor
-ve ROI often has a short-term focus, so may not reflect the longer-term effects of marketing’s brand-building activities
Sales
Measured through considering sales volume (the number of units sold) or sales revenue (the number of units sold x the price per unit), or by comparing sales revenue against target (sales revenue - target sales revenue)
The volume and revenue measures are easy to calculate in relation to profit because heavy discounting can increase
sales but may reduce profit
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Background
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Developments in technology have provided digital tools for collecting, quantifying and modelling data
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