• Home
  • Subjects
  • Marketing
  • How Financial and Non Financial Metrics can be used for quantify the effectiveness of marketing campaign (Marketing Analytics)

How Financial and Non Financial Metrics can be used for quantify the effectiveness of marketing campaign (Marketing Analytics) - Essay Example

Extract of sample
How Financial and Non Financial Metrics can be used for quantify the effectiveness of marketing campaign (Marketing Analytics)

Verhoef and Leeflang (2009) assert the idea of financial metrics and state that influence of marketing department in the organisation is positively associated with the financial performance of the firm.
Importance and role of the financial metrics for the effectiveness of the marketing campaign can be clearly assessed from the B&K Distributors. The company integrated marketing and communication tool for building its access to the potential customers. The use of the financial measures revealed clear future potential. For example, the growth potential was estimated to increase at 6% as compared to the inflation rate of 3%. Similarly, increased fixed cost for the IT system integration was also justified with 1% as compared to the 3% of the other channels investment (Jeffery and Anfield, 2006). Hence, in the similar format the cost of the entire project is assessed against the revenue and cost savings. This empirical evidence provides sound basis for the decision making in alignment with the main objective of the business which revolves around profitability. However, the net and actual increase in return is not defined after discounting the investment against factors such as the cost of capital which is 12% and has considerable impact on the return inflows. This makes the investment and the claimed benefits questionable.
Also the marketing activities with long term objective are also required to reflect on other parameters such as increase in customer loyalty and image of the company etc. It is important to notice the measure to enhance the image of the company by signing contract with leading fast food chain did not fetch to B&K significant business from independent franchisees. The new plan of IT integration and respective financial metrics and growth projections are again silent on impact on above mentioned parameters. In no contradiction to this fact ...Show more

Summary

Marketers use the data from different sources carrying insight about the market using various techniques to plan marketing campaign for growth (Winston, 2014). Success in use of such data is to be reflected in the results of marketing campaign’s effectiveness. There has been…
Author : klockocyrus
Save Your Time for More Important Things
Let us write a custom essay on your topic
"How Financial and Non Financial Metrics can be used for quantify the effectiveness of marketing campaign (Marketing Analytics)"
with a personal 20% discount.
Find out more

Related Essays

Financial Services Marketing
Generally, the promotional strategies of a financial services organization are different from that of a physical good producing organization. This is because the financial services or products offered by a financial services organization are dissimilar from the physical goods in terms of ‘intangibility’, ‘heterogeneity’, ‘inseparability’, and ‘perish-ability’ (Ennew & Waite, 2007).
3 pages (750 words) Essay
Marketing - Marketing Metrics
Profitable Cruise ship marketing includes global marketing strategies. 1. Cruise Ship Industry Reports. The cruise ship industry continuously generates an increasing trend. The same trend is considered a mainstream instead of a niche holiday. The trend shows that the ships are the destination goals of many of the cruise ship clients within the United Kingdom market segment.
8 pages (2000 words) Essay
FINANCIAL SERVICES MARKETING
Adaptability to certain various situations can help enhance the future employability. This adaptability comes from the knowledge. When an individual has the required knowledge about various things he can adapt very easily. This is because he is ready and aware of the upcoming challenges that he would have to face.
7 pages (1750 words) Essay
Marketing in Financial Service
Asda was revealed to be a large UK retailer with 542 stores. Case facts revealed that its competitor was identified to be Tesco, the largest retailer in the UK. Currently, Asda proposed the launching of Asda Money, a financial service venture which would offer its targetted 18 million customers to avail of currency exchange, credit card, and insurance.
4 pages (1000 words) Coursework
Effectiveness of Carling Marketing Campaign
Defining key problems regarding measurement advertising effectiveness will be discussed in the second section. In the later sections, the study has summarized the justification behind selection of quantitative research mode and issues such as sampling techniques and data collection procedure. Calculation of market research project cost and project time schedule has also been incorporated in the paper.
12 pages (3000 words) Coursework
financial marketing
loan or credit in an economy. It is also recognised as a situation wherein individuals face difficulty in obtaining loans from banks. It is identified as an economic condition wherein certain difficulties are faced in obtaining loans along with investment capital by the financial institutions.
12 pages (3000 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT