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Selecting Appropriate Metrics for Program Tracking
MKTG 5108: Data and Financial Driven Marketing
Data Applications for Marketing Decision-making
Financial Evaluation of the Firm’s Go-to-Market Strategies
Making the Marketing Program Go/No Go Decision
Marketing Contribution to Shareholder Value
Metrics for Media and Message Effectiveness
Selecting Appropriate Metrics for Program Tracking
The Firm’s CRM System sources and Uses of Data
The Firm’s Deal Pipeline
The Firm’s WACC as the Benchmark for Program Performance
The Marketing Communications Budget
The Uses and Limitations of Data For Brand Management
Tracking Prospective Customers’ Bias to Action
Using CRM Data for Evaluating Competitive Risk
Zero-based Budgeting
