Publication detail

Usage of non-financial metrics for measuring marketing effectiveness

MILICHOVSKÝ, F. KOUDELKOVÁ, P.

Original Title

Usage of non-financial metrics for measuring marketing effectiveness

English Title

Usage of non-financial metrics for measuring marketing effectiveness

Type

journal article - other

Language

en

Original Abstract

Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself was focused on performance measurement. Selected data were put under examination within factor analysis. Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test. Main result of research provide key performance indicators, which are included in one factor (number of new customers, product audit, knowledge and value of both of brand and product). For the observed factor there was stated index, in which different weight of variables in impact of fulfilling corporate marketing strategy have been designed. The main aim of this paper is to set up complex index based on usage of non- -financial metrics in Czech engineering companies. All metrics, included in index, could be considered as key metrics in measuring marketing effectiveness in engineering companies.

English abstract

Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself was focused on performance measurement. Selected data were put under examination within factor analysis. Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test. Main result of research provide key performance indicators, which are included in one factor (number of new customers, product audit, knowledge and value of both of brand and product). For the observed factor there was stated index, in which different weight of variables in impact of fulfilling corporate marketing strategy have been designed. The main aim of this paper is to set up complex index based on usage of non- -financial metrics in Czech engineering companies. All metrics, included in index, could be considered as key metrics in measuring marketing effectiveness in engineering companies.

Keywords

non-financial metrics, marketing effectiveness, marketing performance, performance indicators

Released

30.06.2016

Publisher

Newton College

Location

Praha

Pages from

143

Pages to

151

Pages count

9

BibTex


@article{BUT126800,
  author="František {Milichovský} and Petra {Koudelková}",
  title="Usage of non-financial metrics for measuring marketing effectiveness",
  annote="Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of
marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself
was focused on performance measurement. Selected data were put under examination within factor analysis.
Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test.
Main result of research provide key performance indicators, which are included in one factor (number of
new customers, product audit, knowledge and value of both of brand and product). For the observed factor
there was stated index, in which different weight of variables in impact of fulfilling corporate marketing
strategy have been designed. The main aim of this paper is to set up complex index based on usage of non-
-financial metrics in Czech engineering companies. All metrics, included in index, could be considered as
key metrics in measuring marketing effectiveness in engineering companies.",
  address="Newton College",
  chapter="126800",
  howpublished="print",
  institution="Newton College",
  number="2",
  volume="XII",
  year="2016",
  month="june",
  pages="143--151",
  publisher="Newton College",
  type="journal article - other"
}