Research brings novel perspective to measuring marketing performance

Apr 23, 2013

Marketing performance is a multidimensional phenomenon, the control of which requires simultaneous use of multiple performance indicators. In practice, the sets of marketing metrics and control systems used by companies differ substantially from one another. Additionally, the performance implications of using different types of control systems vary from firm to firm: different control systems provide the best results for different types of businesses.

These are some of the findings of the dissertation research conducted by Johanna Frösén, M.Sc. (Econ.), at Aalto University School of Business. The research explores the use of marketing metrics, as well as the practices of measuring marketing performance and marketing control in Finnish companies.

Effectiveness of different forms of marketing control varies across business contexts

The research identifies five distinct profiles of performance measurement among Finnish companies, each focusing on different dimensions of marketing performance. All are typically linked to specific types of industries, company size or market.

The findings of the research particularly underscore the multidimensionality and contextuality in marketing performance and its measurement. No universal 'best practices' for marketing performance measurement or marketing control exist - rather, both need to be carefully adapted to the individual firm's objectives, strategy, and business environment.

In addition to formal performance measurement, there are also other, complementary tools for a firm to control its marketing. Surprisingly, especially for , formal performance measurement is sometimes not even necessary – having a right kind of may in some specific cases well suffice for controlling the relationship between the company and its markets.

For managers, the study provides for developing a comprehensive understanding of the firm's marketing performance, as well as practical guidelines for developing comprehensive systems for marketing performance measurement and control.

The doctoral dissertation of Johanna Frösén, M.Sc. (Econ.), titled "Marketing Metrics, Marketing , and Marketing Control," in the field of marketing will be examined at Aalto University School of Business on Friday, 26th of April 2013 starting at 12 noon.

Explore further: 3 Qs: Economist makes the case for new quasi-experiments as a way of studying environmental issues

add to favorites email to friend print save as pdf

Related Stories

Better explanations for marketing performance

Apr 27, 2012

The foremost challenge in marketing research today is to understand how companies should allocate limited resources as well as the type of returns that can be expected from marketing investments. A better understanding of ...

Consumers want to be in control of marketing messages

Aug 20, 2012

Most consumers do not like personal marketing messages. Sales phone calls and text messages are considered particularly obtrusive, with consumers preferring marketing in newspapers, catalogues and internet search services ...

Recommended for you

Which foods may cost you more due to Calif. drought

Apr 17, 2014

With California experiencing one of its worst droughts on record, grocery shoppers across the country can expect to see a short supply of certain fruits and vegetables in stores, and to pay higher prices ...

Performance measures for CEOs vary greatly, study finds

Apr 16, 2014

As companies file their annual proxy statements with the U.S. Securities and Exchange Commission (SEC) this spring, a new study by Rice University and Cornell University shows just how S&P 500 companies have ...

Investment helps keep transport up to speed

Apr 16, 2014

Greater investment in education and training for employees will be required to meet the future needs of the transport and logistics industry, according to recent reports by Monash University researchers.

User comments : 0

More news stories

Clippers and coiners in 16th-century England

In 2017 a new £1 coin will appear in our pockets with a design extremely difficult to forge. In the mid-16th century, Elizabeth I's government came up with a series of measures to deter "divers evil persons" ...

Making graphene in your kitchen

Graphene has been touted as a wonder material—the world's thinnest substance, but super-strong. Now scientists say it is so easy to make you could produce some in your kitchen.