Marketing Metrics : um estudo exploratório sobre a construção do conhecimento de um novo tema em marketing

Este trabalho constitui-se em um estudo acerca da construção do conhecimento do tema Marketing Metrics dentro da disciplina de marketing, centrando-se na linha de pesquisa de Valor do Cliente, uma das cinco principais que estão sendo trabalhadas sobre o tema. Assim, o autor deste trabalho realizou um estudo exploratório dividido em duas etapas, uma de análise da bibliografia acerca do Marketing Metrics em diversos centros acadêmicos e outra de verificação empresarial para analisar o grau de conhecimento e avaliação da importância do tema na visão empresarial. Ao final, o autor chega a um modelo sobre a construção de conhecimento do tema pesquisado e suposições a serem futuramente testadas, incluindo a influência de fatores como a natureza do negócio em que está inserida, o tamanho da base de clientes, a necessidade de uso do produto ou serviço, as barreiras de saída e o tamanho da empresa no grau de necessidade de relacionamento com os clientes, bem como a influência deste na busca do conhecimento acadêmico.

Does competitive entry structurally change key marketing metrics?

To what extent does competitive entry create a structural change in key marketing metrics? New players may just be a temporal nuisance to incumbents, but could also fundamentally change the latter's performance evolution, or induce them to permanently alter their spending levels and/or pricing decisions. Similarly, the addition of a new marketing channel could permanently shift shopping preferences, or could just create a short-lived migration from existing channels. The steady-state impact of a given entry or channel addition on various marketing metrics is intrinsically an empirical issue for which we need an appropriate testing procedure. In this study, we introduce a testing sequence that allows for the endogenous determination of potential change (break) locations, thereby accounting for lead and/or lagged effects of the introduction of interest. By not restricting the number of potential breaks to one (as is commonly done in the marketing literature), we quantify the impact of the new entrant(s) while controlling for other events that may have taken place in the market. We illustrate the methodology in the context of the Dutch television advertising market, which was characterized by the entry of several late movers. We find that the steady-state growth of private incumbents' revenues was slowed by the quasi-simultaneous entry of three new players. Contrary to industry observers' expectations, such a slowdown was not experienced in the related markets of print and radio advertising.

An integrative marketing channel performance measurement framework

This paper proposes a number of channel performance measurement research propositions. The paper reviews the strategy implementation, strategic control, marketing metrics, marketing channels and performance measurement literature to develop a conceptual model and research propositions. Current channel performance measurement guidelines are too generic for marketing managers and too reliant on financial measures. The introduction of contextual variables such as strategy, culture and manager's personality may provide measures more useful for an individual company's context and requirements. The alignment of channel measures with business strategy should result in more effective and efficient use of channel resources.

A strategic approach to target marketing-choosing the preferred generic customer : a model of shareholder value performance

In recent years the contribution of the marketing function has changed and interest now centres on its contribution to a firm’s financial performance. The Marketing Science Institute in the USA has stated that it is the number one marketing issue facing corporate America. The Australian Marketing Institute is promoting a set of marketing metrics that will help Australian firms measure the function’s contribution to shareholder value creation. Much of the literature relates notions such as customer satisfaction and other marketing activities with a firm’s profit. A missing link appears to be the choice firms make in terms of which customer groups to target and the resultant impact on shareholder value performance. The generic customer groups comprise: existing customers, former customers and prospects. A review of the literature reveals that marketing costs and benefits vary across these groups. The challenge for management is to determine which group represents the best target and to allocate scarce marketing resources accordingly. The task is made even more challenging because the economic value of members within each group also varies and some product lines may be unprofitable and therefore, may not be worth pursuing. To generate superior shareholder value it may not simply be the case of acquiring the maximum number of new customers from any source but to find the appropriate mix of the generic customer groups and manage the individual customer relationships accordingly. This paper seeks to firstly summarise and review the recent literature on marketing and its relationship to shareholder value and secondly to propose a model for allocating marketing resources across generic customer groups in order to generate improved shareholder value performance. Importantly, the model not only covers increasing business with customers but also shedding customers or shedding the extent of business conducted with customers as means of generating shareholder value.

A qualitative study of multi-channel marketing performance measurement issues

The aim of this study was to provide quantitative research propositions for future researchers studying multi-channel marketing performance. The literature suggests that multi-channel marketing is becoming more prevalent and offers many opportunities to organisations. Multi-channel marketing is, however, more complex to implement and measure than 'traditional' single or dual-channel marketing. Thirty-one senior marketing executives from a diverse range of industries were asked to provide a 'single key challenge' in the area of multi-channel marketing. The findings suggest that the main areas of multi-channel marketing measurement problems are: (a) understanding return on channel investment, (b) understanding customer channel preference and (c) isolating individual channel impact. The paper concludes by using both the qualitative findings and implementation theory to provide propositions for future research as well as tentative management Guidelines.

Conhecimento e uso das métricas de marketing em instituições de ensino superior

A sociedade evoluiu, a oferta à educação superior aumentou e as instituições de ensino superior (IES) privadas passaram a investir em ações de marketing para se destacarem de seus concorrentes e tentarem obter maior quantidade de alunos matriculados. Esse fato foi responsável por provocar, nos últimos 10 anos, mudanças relevantes e adaptações nas gestões deste segmento, e a profissionalização da gestão de marketing nas IES no Brasil tem sido fonte de pesquisa nos estudos de métricas de marketing. O presente estudo tem como objetivo identificar na literatura métricas em marketing aplicadas aos serviços educacionais, o nível de conhecimento dos gestores de instituições de ensino sobre estas métricas e como estão sendo utilizadas e desenvolvidas. A metodologia utilizada neste estudo de natureza exploratória foi a pesquisa qualitativa por meio de entrevista em profundidade, realizada com oito profissionais dirigentes de marketing de IES privadas, classificadas em pequeno, médio e grande porte, da cidade de Curitiba - PR. Concluiu-se que o conhecimento empírico existe antes do avanço da educação, mas se fazem necessários o uso de métodos concretos e técnicos capazes de identificar os resultados das ações mercadológicas nas instituições. E verificou-se que essas ações começaram a ser praticadas nos últimos cinco anos pela maioria das instituições pesquisadas e a tendência é que exista maior desenvolvimento do mercado no setor da educação superior. Pesquisas futuras são discutidas à luz da teoria de marketing.

Profitable Customer Management: A Study in Retail Banking

The increasing focus of relationship marketing and customer relationship management (CRM) studies on issues of customer profitability has led to the emergence of an area of research on profitable customer management. Nevertheless, there is a notable lack of empirical research examining the current practices of firms specifically with regard to the profitable management of customer relationships according to the approaches suggested in theory. This thesis fills this research gap by exploring profitable customer management in the retail banking sector. Several topics are covered, including marketing metrics and accountability; challenges in the implementation of profitable customer management approaches in practice; analytic versus heuristic (‘rule of thumb’) decision making; and the modification of costly customer behavior in order to increase customer profitability, customer lifetime value (CLV), and customer equity, i.e. the financial value of the customer base. The thesis critically reviews the concept of customer equity and proposes a Customer Equity Scorecard, providing a starting point for a constructive dialog between marketing and finance concerning the development of appropriate metrics to measure marketing outcomes. Since customer management and measurement issues go hand in hand, profitable customer management is contingent on both marketing management skills and financial measurement skills. A clear gap between marketing theory and practice regarding profitable customer management is also identified. The findings show that key customer management aspects that have been proposed within the literature on profitable customer management for many years, are not being actively applied by the banks included in the research. Instead, several areas of customer management decision making are found to be influenced by heuristics. This dilemma for marketing accountability is addressed by emphasizing that CLV and customer equity, which are aggregate metrics, only provide certain indications regarding the relative value of customers and the approximate value of the customer base (or groups of customers), respectively. The value created by marketing manifests itself in the effect of marketing actions on customer perceptions, behavior, and ultimately the components of CLV, namely revenues, costs, risk, and retention, as well as additional components of customer equity, such as customer acquisition. The thesis also points out that although costs are a crucial component of CLV, they have largely been neglected in prior CRM research. Cost-cutting has often been viewed negatively in customer-focused marketing literature on service quality and customer profitability, but the case studies in this thesis demonstrate that reduced costs do not necessarily have to lead to lower service quality, customer retention, and customer-related revenues. Consequently, this thesis provides an expanded foundation upon which marketers can stake their claim for accountability. By focusing on the range of drivers and all of the components of CLV and customer equity, marketing has the potential to provide specific evidence concerning how various activities have affected the drivers and components of CLV within different groups of customers, and the implications for customer equity on a customer base level.

Evaluación de la efectividad de la marca Bodytech® en el ámbito de la percepción de marca haciendo uso de una herramienta de simulación computacional

El presente trabajo de investigación fue realizado con el propósito de modelar el proceso de percepción de marca a partir del análisis de los componentes provenientes de la marca “Bodytech”, esto con el fin de simular el proceso de percepción de marca y evaluar la efectividad de la misma. El proceso que se modela es el de percepción – razonamiento – acción y se hace con el fin de evaluar los gastos en cada uno de los “componentes” que antes mencionaron Para realizar el análisis se hizo uso de un sistema de simulación basada en agentes, el cual recibe valores de diferentes variables analizadas por medio de tres herramientas: (1) un diagrama de grupos poblacionales, (2) un diagrama de desagregación de los núcleos temáticos de la marca y (3) las conclusiones obtenidas de una entrevista que se realizó a los responsables de gestionar la marca. Dicho proceso se lleva a cabo con el fin de poder determinar los valores relacionados al gasto en cada uno de los núcleos temáticos que llevan al sistema a evaluar la percepción de marca y la efectividad de estos gastos. Posteriormente, basados en los resultados del sistema de simulación, se obtiene un escenario que puede ser entendido y parcialmente predicho que le permitirán a Bodytech tener una herramienta de valoración de percepción de su marca.

The relationship between channel metrics, strategy and marketing performance

The role of marketing channels is to implement marketing strategy. The difficulty of channel strategy is compounded by the emergence of e-channels and the need to integrate e-channels into traditional or “bricks and mortar” channels (Rowley 2002). As a result, managing performance across a greater number of channels with diverse characteristics is more difficult.

Organization and marketing performance is to some degree a function of the quality of channel implementation and particularly channel performance measurement. The channels literature suggests a “channel performance metric paradox”. Approaches to channel performance metrics have been mutually orthogonal or even negatively correlated. (Jeuland & Shugan 1983; Lewis & Lambert 1991; Larson & Lusch 1992). This paradox implies that it is impossible for all channel performance metrics to be maximized simultaneously and tradeoffs exist.

This paper proposes a research model and propositions which extend previous research and attempts to reconcile this “channel performance metric paradox”. The model assumes that testing the relationship between the Miles and Snow strategy types and a comprehensive range of channel performance metrics may explain this paradox. Previous implementation performance research has focused more on the Porter strategies rather than the Miles and Snow strategy types.

Action learning of online marketing via a global contest

Introduction: The Google Online Marketing Challenge is a global competition in which student teams run advertising campaigns for small and medium-sized businesses (SMEs) using AdWords, Google’s text-based advertisements. In 2008, its inaugural year, over 8,000 students and 300 instructors from 47 countries representing over 200 schools participated. The Challenge ran in undergraduate and graduate classes in disciplines such as marketing, tourism, advertising, communication and information systems. Combining advertising and education, the Challenge gives student hands-on experience in the increasingly important field of online marketing, engages them with local businesses and motivates them through the thrill of a global competition. Student teams receive US$200 in AdWords credits, Google’s premier advertising product that offers cost-per-click advertisements. The teams then recruit and work with a local business to devise an effective online marketing campaign. Students first outline a strategy, run a series of campaigns, and provide their business with recommendations to improve their online marketing. Teams submit two written reports for judging by 14 academics in eight countries. In addition, Google AdWords experts judge teams on their campaign statistics such as success metrics and account management. Rather than a marketing simulation against a computer or hypothetical marketing plans for hypothetical businesses, the Challenges has student teams develop and manage real online advertising campaigns for their clients and compete against peers globally.

Métodos de análisis de las comunidades de clientes mediante la relación estratégica comunitaria y el marketing.

En este proyecto analizaremos como las organizaciones se relacionan con el medio y marketing. La idea es determinar cuáles son los métodos de análisis de las comunidades de clientes mediante la relación estratégica comunitaria y el marketing. Por medio del mercadeo se puede conocer el entorno y determinar qué métodos de análisis utilizar para conocer a la comunidad de clientes. Las personas de mercadeo se ocupan de todo lo que ocurre en el entorno, de estar al tanto para saber cuándo hay oportunidades que puedan ser provechosas para la organización o por otro lado cuando hay amenazas de las que debe tener cuidado. Dependiendo del entorno, la organización diseña sus actividades de mercadeo enfocadas en satisfacer las necesidades del consumidor. Las actividades del consumidor se conceptualizan en producto, precio, promoción y plaza que se definen y diseñan basados en la comunidad en la que este inmersa la organización. Es importante buscar información confiable sobre el grupo objetivo al cual se le va ofrecer el producto o servicio, ya que toca analizarlos y comprender a estas personas para diseñar una buena oferta que satisfaga sus necesidades y deseos. Esta persona que recibe el producto o servicio por parte de la organización es el cliente. Los clientes son las personas que llegan a una organización en búsqueda de satisfacer necesidades a través de los bienes y servicios que las empresas ofrecen. Es esencial determinar que los clientes viven en comunidad, es decir comparten ideas por la comunicación tan estrecha que tienen y viven en conjunto bajo las mismas costumbres. Debido a estos es que hoy en día, los consumidores se conglomeran en comunidades de clientes, y para saberles llegar a estos clientes, toca analizarlos por medio de diversos métodos. El uso de las estrategias comunitarias es necesario ya que por medio del marketing se analiza el entorno y se buscan los métodos para analizar a la comunidad de clientes, que comparten características y se analizan en conjunto no por individuo. Es necesario identificar los métodos para relacionarse con la comunidad de clientes, para poder acercarnos a estos y conocerlos bien, saber sus necesidades y deseos y ofrecerles productos y servicios de acuerdo a éstos. En la actualidad estos métodos no son muy comunes ni conocidos, es por esto que nuestro propósito es indagar e identificar estos métodos para saber analizar a las comunidades. En este proyecto se utilizara una metodología de estudio tipo teórico-conceptual buscando las fuentes de información necesarias para llevar a cabo nuestra investigación. Se considera trabajar con El Grupo de Investigación en Perdurabilidad Empresarial y se escogió la línea de gerencia ya que permite entrar en la sociedad del conocimiento, siendo capaces de identificar oportunidades gerenciales en el entorno. Es interesante investigar sobre estos métodos, ya que los clientes esperan un servicio excelente, atento y que se preocupe por ellos y sus necesidades.

Bringing export performance metrics into Annual Reports: the APEV scale and the PERFEX scorecard

Annual company reports rarely distinguish between domestic and export market performance and even more rarely provide information about annual indicators of a specific export venture's performance. In this study, the authors develop and test a new measure for assessing the annual performance of an export venture (the APEV scale). The new measure comprises five dimensions: (1) annual export venture financial performance, (2) annual export venture strategic performance, (3) annual export venture achievement, (4) contribution of the export venture to annual exporting operations, and (5) satisfaction with annual export venture overall performance. The authors use the APEV scale to generate a scorecard of performance in exporting (the PERFEX scorecard) to assess export performance at the corporate level while comparatively evaluating all export ventures of the firm. Both the scale and the scorecard could help disclose export venture performance and could be useful instruments for annual planning, management, monitoring, and improvement of exporting programs.

Marketing performance measurement : overview of approaches and practices for high technology firms

Um levantamento de 320 executivos de marketing feito pelo Conselho CMO e divulgado em junho de 2004 indicou que poucas companhias de alta tecnologia (menos de 20% das empresas entrevistadas) têm desenvolvido medidas e métricas úteis e expressivas para as suas organizações de marketing. Porém a pesquisa também revelou que companhias que estabeleceram medidas formais e compreensivas atingiram resultados financeiros superiores e tiveram mais confiança do CEO na função de marketing. Esta dissertação provê uma visão geral da informação precisa para executivos de marketing entenderem e implementarem processos para medição de performance de marketing (MPM) em suas organizações. Ela levanta questões para gerentes de marketing na industria de alta tecnologia com respeito às demandas para maior responsabilidade final, valor de medição para o melhoramento dos processos de marketing, iniciativas para determinar a lucratividade dos investimentos em marketing, e a importância das atividades de marketing nos relatórios corporativos. Esta dissertação defende a implementação de MPM, mapeando seus benefícios de medição para ambos gerentes de marketing e as suas empresas. o trabalho logo explora alguns conceitos gerais de medição de marketing e investiga algumas abordagens a MPM propostas pela industria, pela comunidade acadêmica, e pelos analistas. Finalmente, a dissertação descreve algumas práticas que todo gerente de marketing na industria de alta tecnologia deve considerar quando adotando MPM. As sugestões são gerais, mas devem familiarizar o leitor com as informações precisas para habilitar processos e rigor na sua organização com respeito a MPM.