Table of Contents
- Table of Contents
- IDC Opinion
- In This Study
- Situation Overview
- Development of the MPM Process
- Figure: MPM Accountability Across the Organization
- Evolution of the Industry' s MPM Process: Are You Stuck in 1.0 or Approaching 3.0?
- Figure: IDC' s Evolution of the Marketing Performance Measurement Process - Best in Class
- IDC' s MPM Framework
- Hierarchy of Business Objectives
- Figure: IDC Marketing Measurement Framework: Hierarchy of Business Objectives
- Best Practice: MPM as Part of the Strategic Planning and Resource Management Process (IBM)
- Table: IBM' s Process for Setting Marketing Contribution Objectives
- The Marketing Dashboard: A Foundational Element of the MPM Process, Not Only a Tool
- Figure: Using a Cascading Dashboard Strategy to Ensure Relevancy and Rapid Use of Information
- Best Practice: Cascading Dashboards and a Continuous Improvement Process (Nortel)
- Figure: Nortel' s Global Marketing Dashboard Data Hierarchy
- Best Practice: Dashboard Automation and Delegation of Data Collection and Analysis Across Marketing (Citrix)
- Figure: Citrix Dashboard Page - Web View
- Figure: Citrix Dashboard Page - Public Relations
- Figure: Citrix Dashboard Page - Product View
- Best Practice: Dashboard Development Process and Leveraging the Dashboard to Drive Accountability and Change (Intel)
- Figure: Intel' s Performance Measurement Process - Linking Vision, Strategic Objectives, Metrics, and MBOs
- Figure: Intel Marketing Performance Dashboard (January 2008)
- Best Practice: Multiple Reporting Levels Coupled with Segment-Specific Metrics (HDS)
- Figure: HDS - Global Marketing Scorecard
- Figure: HDS - Sample Country-Level Dashboard
- What Is the Ultimate Impact of Your MPM Process? Does It Drive Change?
- Marketing Metrics - An Overview of Common and More Unique Metrics
- Figure: IDC Marketing Measurement Framework: Metrics
- Performance Measurement Areas for the More Advanced Technology Marketer
- Best Practice: Lead Generation and Nurturing Measurement (CA)
- Predictive Marketing Analytics
- Emerging Practice: The "Likelihood to Recommend" Metric (CA)
- Emerging Practice: Leveraging Multiple Sources of Data to Score and Better Target Leads (IDG' s Engagement Intensity IndexTM)
- Figure: IDG' s Engagement Intensity Index Algorithm Components
- Figure: IDG' s Engagement Intensity Index
- Future Outlook
- Essential Guidance
- Learn More
- Related Research
- Appendix: Common and Unique Technology Marketing Metrics
- Account-Based Marketing
- Advertising Metrics
- Channel Marketing Metrics
- Event Metrics
- Financial Metrics (Used by Marketers)
- Lead Generation Metrics
- Product Marketing Metrics
- Public Relations Metrics
- Web Marketing Metrics
- Other Marketing Metrics Areas to Be Included in IDC' s Metrics Library
- Synopsis
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