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Measuring Marketing Effectiveness

Some people consider marketing a “soft” discipline not easily amenable to quantitative assessment. However a growing number of marketers are searching for a more mathematically rigorous way to measure their activities. Loyalty Builders suggests the Marketing Effectiveness Score, a number between zero and one hundred that combines six component metrics of customer behavior into a single measure of a company’s marketing performance. Each component metric reflects a marketing-influenced behavior, and for each there is corresponding set of actions to improve the score.Two appendices show scores for B2B and B2C companies.

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