Identifying and Ranking of Marketing Performance Measurement Metrics
Mahvash Abbasi Hafshejani, Shahnaz Nayebzadeh, Abolfazl Davoodi Roknabadi
The purpose of this study was to identify and rank the metrics of marketing performance measurement. The research methodology of this study was applicable in terms of objective and was descriptive in terms of implementation method, which the required data was collected by using a questionnaire tool and a survey method. The statistical population of this research consisted of the experts, professors of the university, and the chief executive officers (CEOs) of industries. The results of the research show that the metrics of finance, market, customer, brand, product, distribution channel and advertising are the most important metrics of marketing performance measurement from the perspective of academic experts; and the metric of brand is the most important metric that is followed by customer and product metrics from the perspective of industry experts.