Step 5: Marketing
Performance Metrics and Analysis
Our marketing performance
metrics and analysis will provide you with a scorecard for measuring
marketing success. Through program monitoring, our marketing performance
metrics can forecast how a program will perform over time; indicate
how to counter competitive threats; and provide insights into what will
make it perform better.
Copernicus Marketing
Consulting has five marketing performance metrics we can use to
evaluate performance for both consumer
and business to business
companies:
- Our marketing performance
metrics includes media
effects analysis
- Integrated marketing
communications tracking is another marketing performance metric
- Customer satisfaction
tracking is an increasingly important marketing performance metric
- Brand Equity analysis
- Customer Equity
analysis is a cutting-edge marketing performance metric
We describe each of
our marketing performance metrics in detail below and in our corporate
brochure. Click here to download our brochure.
Our Marketing Performance Metrics
Media
Effects Analysis
For an illustration of one component of our Media Contribution Analysis™
model, click here.
Integrated
Marketing Communications (IMC) Tracking
Another
of our marketing performance metrics, the Copernican IMC
Monitor™ tracks and diagnoses the performance of all marketing communications
vehicles, including advertising, packaging, public relations, promotion,
direct marketing, and event marketing.
For an example
of our IMC Monitor™
output,
click
here.
Customer
Satisfaction Tracking
Based on breaking developments in the field
of customer satisfaction and measurement, The Copernican Customer Satisfaction
Monitor™ provides continuous feedback on customer service programs
and identifies potential vulnerabilities to competitive attack.
Brand
Equity Analysis
Copernicus
has developed a proprietary seven-factor model of brand equity to provide
an overall assessment and an early warning system for making improvements
in market share.
The
Copernican Strategic Decision Simulator™
The Copernican Strategic
Decision Simulator™ is a cutting-edge marketing performance metric,
based on the work of Rust, Zeithaml, and Lemon. Unifying customer product
management, brand management, and relationship management, the Copernican
Strategic Decision Simulator™ enables companies to track
the ROI of a marketing investment. With the Strategic Decision Simulator™
marketing performance metric, marketers will know where to invest and
reallocate marketing dollars in order to achieve the greatest profits.
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