Marketing metrics – marketing offline vs. marketing online perspective

We are both witnesses and participants of the changes brought about by modern information technologies. They bring changes not only to our ways of communicating, but also to our perception of the world around us, including the assessment of events taking place in it. The aim of the publication is to identify the main directions of changes in the measurement of marketing performance in the context of two key concepts, i.e. offline marketing and online marketing. In view of the dissemination of new technologies, and in fact the displacement of old communication and sales channels by these technologies, it should be assumed that this trend will lead to the replacement of old indicators for measuring marketing performance by new ones, derived from new technologies. However, the mere change of marketing performance measurement indicators has a deeper meaning, as it reflects a change in the essence of marketing performance evaluations. Observing the behavior of buyers in the search for information about the product and the purchases themselves, it can be assumed that this change will lead to a reduction in the importance of the so-called mental metrics (indicators) in the assessment of marketing performance, because marketing activity is moving to the space where the approach based on network behaviors dominates. Measurements based on "clicks" offer many benefits, but above all reflect a different philosophy of performance measurement. The usefulness of many previously defined categories of marketing performance indicators is changing and will depend on the development of methods for measuring them in networks.

Bibliografia/References

Ambler, T. (2000). Marketing metrics. Business Strategy Review, 11(2), 59–66. https://doi.org/10.1111/1467-8616.00138

Bekavac, I., & Pranicevic, D. G. (2015). Web analytics tools and web metrics tools: An overview and comparative analysis. Croatian Operational Research Review, 6, 373–386. https://doi.org/10.17535/CRORR.2015.0029

Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14, 30–45. https://doi.org/10.1057/dddmp.2012.20

Clark, B. H. (1999). Marketing performance measures: History and interrelationships. Journal of Marketing Management, 15, 711–732. https://doi.org/10.1362/026725799784772594

Fagan, J. C. (2014). The suitability of web analytics key performance indicators in the academic library environment. Journal of Academic Librarianship, 40, 25–34. https://doi.org/10.1016/j.acalib.2013.06.005

Gaitniece, E. (2018). Digital marketing performance evaluation methods. CBU International Conference Proceedings, 6. http://dx.doi.org/10.12955/cbup.v6.1145.

Gronholdt, L., & Martensen, A. (2006). Key marketing performance measures. The Marketing Review, 6(3), 243–252.

Homburg, C., Artz, M., & Wieseke, J. (2012). Marketing performance measurement systems: Does comprehensiveness really improve performance? Journal of Marketing, 76(3), 56–77. https://doi.org/10.1509/jm.09.0487

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20. https://doi.org/10.1509/jm.15.0287

Kowal, W. (2013). Skuteczność i efektywność – zróżnicowane aspekty interpretacji. Organizacja i Kierowanie, 4(157), 11–23.

Kowal, W. (2015). Sprawność organizacji. Emocjonalne, behawioralne i finansowe efekty działać marketingowych w ocenie skuteczności i efektywności przedsiębiorstwa. Wydawnictwo UE we Wrocławiu.

Kozielski, R. (2016). Pomiar działań marketingowych – proces i obszary. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 460, 82–89.

Lamberti, L., & Noci, G. (2010). Marketing strategy and marketing performance measurement system: Exploring the relationship. European Management Journal, 28, 139–152. https://doi.org/10.1016/j.emj.2009.04.007

McGuire, J., Schneeweis, T., & Hill, J. (1986). An analysis of alternative measures of strategic performance. Advances in Strategic Management, 4, 127–154.

Meyer, M. W., & Gupta. V. (1994). The performance paradox. W: B. M. Staw, L. L. Cummings (Red.), Research in Organizational Behavior (309–369). JAI Press.

Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities? Journal of Marketing, 77(2), 17–40. https://doi.org/10.1509/jm.11.0463

O'Sullivan, D., & Abela, A. V. (2007). Marketing performance measurement ability and firm performance. Journal of Marketing, 71(2), 79–93. https://doi.org/10.1509/jmkg.71.2.079

Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing, 68(4), 76–89. https://doi.org/10.1509/jmkg.68.4.76.42721

Saura, J. R., Palos-Sánchez, P., & Suárez, L. M. C. (2017). Understanding the digital marketing environment with KPIs and web analytics. Future Internet, 9(4), 76. https://doi.org/10.3390/fi9040076

Schoeffler, S., Buzzell, R. D., &Heany, D. F. (1974). Impact strategic planning on profit performance. Harvard Business Review, 52(2), 137–145.

Sevin, C. H. (1965). Marketing Productivity Analysis. McGraw-Hill.

Shaw, R. (1998). Improving Marketing Effectiveness. The Economist Newspaper.

Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The digital and social media opportunity. Journal of Marketing Education, 37(2), 114–126. https://doi.org/10.1177/0273475315587103

Straub, D. W., Hoffman, D. L., Weber, B. W., & Steinfield, Ch. (2002). Toward new metrics for net-enhanced organizations. Information Systems Research, 13(3), 227–238.