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Marketing performance measurement and management (MPM) is the systematic management of marketing resources and processes to achieve measurable gain in return on investment and efficiency, while maintaining quality in customer experience.〔Edited from American Marketing Association, 2005〕 Marketing performance management is a central facet of the marketing operations function within marketing departments. Marketing performance management relies on a set of measurable performance standards, a pointed focus on outcomes, and clear lines of accountability (i.e. roles and consequences). Marketing performance management is based on six success factors: 1) alignment, 2) accountability, 3) analytics, 4) automation, 5) alliances, and 6) assessment. 〔Marketers Not Providing Info C-Level Execs Need for Strategic Thinking, Marketing Performance Management Study, VisionEdge Marketing with Forrester, Demand Metric and ITSMA, 2001-2015, http://www.cmo.com.au/article/462886/marketers_providing_info_c-level_execs_need_strategic_thinking/〕 ==Alignment== Alignment of marketing activities and investments to business outcomes occurs when a marketing organization establishes a direct line of sight between marketing activities, investments and business outcomes. Alignment begins with customer insights, to ensure that the marketing performance management approach will be rewarded by the marketplace. Secondly, alignment with enterprise objectives ensures that marketing efforts are in sync with what the company is striving to achieve. Enterprise goals can be cascaded to the business unit level and then to the department level to maintain consistency and drive synergy both horizontally and vertically. Marketing objectives that are developed this way can be cascaded to all of the marketing sub-functions for alignment.〔Marketing Science Institute, 2005, http://www.msi.org/reports/aligning-the-organization-with-the-market/〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Marketing performance measurement and management」の詳細全文を読む スポンサード リンク
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