The Metrics That Marketers Muddle

The Metrics That Marketers Muddle Description

A big challenge for marketing is demonstrating its business value. As the finance function becomes more powerful within companies, some see marketing's influence as declining. One major reason is the difficulty of measuring its impact. The article has two purposes, the authors say: First, to clarify marketing metrics so that managers select the right metrics and use them appropriately; and second, to help senior managers understand when marketers are cherry-picking the data or using inappropriate metrics. The authors assess five popular marketing metrics:market share, net promoter score, the value of a "like,"customer lifetime value, and return on investment. They conducted interviews with marketers and administered formal surveys to managers. They found that popular marketing metrics are regularly misunderstood and misused. The authors'goal is to encourage appropriate and consistent use of popular marketing metrics. Market Share: If the aim is to maximize the returns to shareholders, the authors argue, increased market share offers no benefit unless it eventually generates profits. Still, in a survey the authors conducted, they found that more marketing managers prioritized maximizing market share than prioritized maximizing profitability. Although, they note, companies with superior products tend to have high market share and high profitability, this does not necessarily mean that increasing market share will increase profits. Using market share as a metric of success simply because other marketers do it can be counterproductive. Net Promoter Score: Companies in a variety of industries have embraced net promoter score as a way to monitor their customer service operations. One of NPS's strongest selling points, the authors write, is its simplicity: It's easy for managers and employees to understand the goal of having more promoters and fewer detractors. However, they note weaknesses in how the theory has been presented to managers. Value of a "Like"The authors caution that managers shouldn't automatically assume that differences in value between social media fans and nonfans are caused by social media marketing activity. When there are differences, managers need to investigate whether they existed prior to the social media marketing effort. Customer Lifetime Value: Marketers often use CLV to help them decide whom to target in acquisition campaigns. The authors recommend basing CLV on the value of the customer relationship -- not the value of the customer relationship minus the acquisition costs. Return on Investment: Although ROI may not be a perfect metric, the authors concede, it can facilitate communication with nonmarketing colleagues. But to communicate effectively, marketers must use the term in ways that nonmarketers can understand. In order to calculate ROI, there must be a return (profit associated with an investment) and an investment. Unless you have both, you cannot calculate ROI.

Case Description The Metrics That Marketers Muddle

Strategic Managment Tools Used in Case Study Analysis of The Metrics That Marketers Muddle

STEP 1. Problem Identification in The Metrics That Marketers Muddle case study

STEP 2. External Environment Analysis - PESTEL / PEST / STEP Analysis of The Metrics That Marketers Muddle case study

STEP 3. Industry Specific / Porter Five Forces Analysis of The Metrics That Marketers Muddle case study

STEP 4. Evaluating Alternatives / SWOT Analysis of The Metrics That Marketers Muddle case study

STEP 5. Porter Value Chain Analysis / VRIO / VRIN Analysis The Metrics That Marketers Muddle case study

STEP 6. Recommendations The Metrics That Marketers Muddle case study

STEP 7. Basis of Recommendations for The Metrics That Marketers Muddle case study

Case Analysis of The Metrics That Marketers Muddle

The Metrics That Marketers Muddle is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. The Metrics That Marketers Muddle is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. The Metrics That Marketers Muddle case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. The Metrics That Marketers Muddle will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

The Metrics That Marketers Muddle case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of The Metrics That Marketers Muddle, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The The Metrics That Marketers Muddle case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Sales & Marketing Solutions

In the Texas Business School, The Metrics That Marketers Muddle case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – The Metrics That Marketers Muddle

Step 1 – Problem Identification of The Metrics That Marketers Muddle - Harvard Business School Case Study

The first step to solve HBR The Metrics That Marketers Muddle case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Marketers Authors is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Marketers Authors, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the The Metrics That Marketers Muddle.

The external environment analysis of The Metrics That Marketers Muddle will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in The Metrics That Marketers Muddle case study. PESTEL analysis of " The Metrics That Marketers Muddle" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with The Metrics That Marketers Muddle macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for The Metrics That Marketers Muddle

To do comprehensive PESTEL analysis of case study – The Metrics That Marketers Muddle , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact The Metrics That Marketers Muddle

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Policy Making Impact on The Metrics That Marketers Muddle

Government policies have significant impact on the business environment of any country. The firm in “ The Metrics That Marketers Muddle ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Marketers Authors is operating, firms are required to store customer data within the premises of the country. Marketers Authors needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. The Metrics That Marketers Muddle has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Marketers Authors in case study The Metrics That Marketers Muddle" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Marketers Authors in case study “ The Metrics That Marketers Muddle ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Marketers Authors in case study “ The Metrics That Marketers Muddle ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Taxation & Regulation Impact on The Metrics That Marketers Muddle

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ The Metrics That Marketers Muddle ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Marketers Authors can compete against other competitors.

Government Scheme & Subsidies Impact on The Metrics That Marketers Muddle

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at The Metrics That Marketers Muddle case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System & Stability, and its Impact on The Metrics That Marketers Muddle

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Marketers Authors needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact The Metrics That Marketers Muddle

Social Factors that Impact The Metrics That Marketers Muddle

Technological Factors that Impact The Metrics That Marketers Muddle

Environmental Factors that Impact The Metrics That Marketers Muddle

Legal Factors that Impact The Metrics That Marketers Muddle

Step 3 – Industry Specific Analysis

What is Porter Five Forces Analysis

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in The Metrics That Marketers Muddle case study. PESTEL analysis of " The Metrics That Marketers Muddle" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

Step 4 – SWOT Analysis / Internal Environment Analysis

Step 5 – Porter Value Chain / VRIO / VRIN Analysis

Step 6 – Evaluating Alternatives & Recommendations

Step 7 – Basis for Recommendations

References :: The Metrics That Marketers Muddle case study solution