Question 1 :
You have been contacted by Xenon an (fictitious) Australian computer sales and service company who serve both business and consumer [url removed, login to view] sell wholesale and retail through a website with registered login for their wholesale customers and also have three wholesale and retail outlets on the edge of the CBD of Melbourne, Sydney and Brisbane. The company has asked you to consider, discuss, justify and recommend metrics to measure the performance of the Xenon marketing department.
The recommended metrics should all fit onto a dashboard and should be categorized as follows:
Financial and Non financial indications and;
Leading and Lagging indicators.
The metrics for a further dashboard for the presentation of marketing metrics to the company directors and "C Level" executives is also to be specified.
Justify the chosen metrics for both dashboards. Use ROMI as an overriding consideration. You will also need to include a discussion of how the required data would be obtained.
As we have discussed, marketing metrics are a result of a digital revolution.
Consider and discuss the impact of advances in the a) collection and b) the analysis of data for marketing and c) the presentation of the resulting marketing metrics for 2019, five years from today.
Make sure your discussion includes consideration of the people in the different parts of the origination who may help metric choice and analysis. Also consider the differences in data capture for various market segments such as "boomers", "Gen X", "Gen Y", "Digital natives and B to B and B to C markets and their implications for marketing.