Marketing performance measurement and management

Marketing performance measurement and management(MPM) is a term used by marketing professionals to describe the analysis and improvement of the efficiency andeffectiveness of marketing. This is accomplished by focus on the alignment of marketing activities, strategies, and metrics with business goals. It involves the creation of a metrics framework to monitormarketing performance, and then develop and utilize marketing dashboards to manage marketing performance. This strategy is used by several companies such as IBM,Intel, and Citrix.

Performance management is one of the key processes applied to business operations such as manufacturing, logistics, and product development. The goals of performance management are to achieve key outcomes and objectives to optimize individual, group, or organizational performance. MPM however, is more specific. It focuses on measuring, managing, and analyzing marketing performance to maximize effectiveness and optimize the return of investment (ROI) of marketing. Three elements play a critical role in managing marketing performance—data, analytics, and metrics.

Stakeholders

Stakeholders for MPM implementation include the Chief Marketing Officer (CMO),Chief Financial Officer (CFO), and marketing operations professionals.

See also

• Marketing operations
• Marketing operations management
• Performance management
• Marketing effectiveness
• Marketing activation

Marketing Data Analyst

Overview:

Under general supervision is responsible for uncovering insights through the collection,  analysis, and reporting of marketing performance data.

Essential Duties and Responsibilities:

Prepares, deploys and automates marketing performance reports. Extracts and manages lists for direct marketing and student communication campaigns using data from Cognos, Salesforce.com, Eloqua and/or other legacy systems.  Analyzes data to uncover prospect and customer insights. Works with Data Warehouse and Reporting teams to ensure database performance, accuracy, and integrity Acts as the subject matter expert on data and systems relating to inquiries, applications and admissions. Works with marketing team to design and maintain marketing and recruitment forecasting models within Cognos Planning. Leads the collection, analysis, and reporting of operational performance data Understands and becomes familiar with Privacy process and maintains compliance documentation to the Privacy Policy. Works closely with other members of the marketing department to maintain and update lead logic as needed.  Manages ad hoc data requests from marketing team and other key stakeholders. Validates new media vendor data transfers for accuracy Completes other duties as assigned.

Qualifications:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.   Listed below are the minimum requirements of the education, experience, knowledge, and skills required  to competently perform in this position.  Critical features of this job are described under Essential Duties  and Responsibilities. They may be, however, subject to change at any time due to reasonable accommodation or other reasons. Bachelor's degree with 3-5 years of  data analysis experience required Previous  list creation experience required Familiarity with Salesforce.com and Cognos  preferred, expert proficiency with Excel  a must Strong understanding of data, data techniques and data standardization methodologies. Excellent problem solving, organization and analytical skills.  Meticulous attention to detail Experience working with analytical tools such as SAS, Cognos, etc. a plus Team player with strong organization skills and ability to work independently Ability to work effectively in a fast paced, entrepreneurial environment Must be proficient with Microsoft Office Suite (Expert in Excel), including Access and Outlook.