So far in this course, you have identified your target customers and developed your product strategies. Now it is time to identify and describe the metrics that you will use to measure your company’s marketing performance.
To identify your metrics, revisit the previous textbook chapters you reviewed to write your reports. Depending on the topic of your previous reports, each chapter includes a section on the metric that can be used to measure that topic. For example, Chapter 5 mentions the type of metric to measure your return on marketing investment (ROMI). In your our report, ensure to:
- Identify at least five metrics to measure your company’s marketing performance
- Describe what aspects of your marketing strategy (customer satisfaction, product performance, and so on) each metric measures
- Explain how each metric contributes to the data on your company’s marketing performance
Formatting
As in the previous weeks, your report will be in the white paper format (See the samples and the template below). If you need to review the white paper format and structure, please see Week 1’s assignment instructions. Finally, in your report, ensure to meet the following formatting criteria:
- 4-5 pages (1200-1500 words)
- List of your sources on the last page
- At least two visuals (graphics, charts, tables, etc.)