11/06/2015
CONTEMPORARY MARKETING PRACTICE SESSIONS 1 - Peter Mouncey, Cranfield Business School
We are pleased to announce additional sessions within the ICCMI2015 programme, which we are confident will add considerable value to your conference experience. These sessions emphasise the conference theme by putting the spotlight on contemporary marketing issues from the perspective of the practitioner. Top practitioners in market research, who are working at the leading-edge of professional practice, will share their work with ICCMI delegates.
Thursday 2nd July, 11.30am - 1.00pm: Marketing metrics and the measurement of value, delivered by Peter Mouncey
Marketing has been under fire in recent years. Its role in adding long-term value to the business has been questioned; it’s been criticised for being unaccountable and for using metrics that do not fit with those recognised by corporate finance directors.
Discussion of performance measurement for marketing is often at the extremes – either based on the value of intangible assets or short-term campaign metrics – however, the real value added by marketing is built over the medium term, based on understanding consumers and their needs and recognising that success will only be achieved if the whole organisation is committed to delivering it.
The Marketing Value Metrics (MVM) framework, developed at Cranfield University, addresses the call for more accountability for all those with any responsibility for delivering the marketing plan. The MVM framework identifies: the actions necessary to successfully delivering the plan; who is responsible for delivering these actions; the metrics that will be essential for measuring performance over the lifespan of the plan; how the metrics will be derived, and by whom. The presentation will describe the MVM framework, and the implementation process.
