On Marketing Metrics
This is an excellent white paper on marketing metrics. It applies to any industry (paper’s focus is on healthcare). Developed by the Society for Healthcare Strategy & Market Development, it’s worth your time. Below is the intro and link.
[See also Analytics: Let’s Defer to Avinash Kaushik]
HAVE YOU BEEN IN THIS MEETING? IT’S BUDGET TIME. Marketing says it is contributing financially to the organization. Finance asks, “How?” After 30 minutes of back and forth, the meeting ends in less than a draw. No one wins. But even with over thirty years of contributions, the marketing profession has yet to develop standard guidelines for measuring its financial performance. In this time of accelerated accountability, it is a fact that the absence of measurable standards is no longer acceptable—for any discipline. Fortunately, efforts are underway to establish both basic standards and advanced metrics for healthcare marketers. This white paper focuses on efforts to date to achieve both.
