We usually measure the elements of marketing in some or all of the following areas:

• Marketing communications effectiveness. This focuses specifically on hard numerical measurements related to marketing spend.
• Market knowledge. This looks at how well an organisation captures information about its markets, and then how it capitalises on it.
• Marketing connectivity. This deals with how well the marketing function links with the rest of the organisation, and in particular how the intelligence that marketing teams capture is exploited for the benefit of the organisation.

The objective of this approach is to provide:

• A means to assess current marketing effectiveness using agreed metrics, expressed in numerical or red/amber/green (RAG) terms. A key element is the translation of “soft” or qualitative items into “hard” numerical measurements.
• A baseline from which to make precise recommendations on ways to improve marketing effectiveness.
• The means to track progress using the agreed metrics developed above.