By Andy Neely
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Historical approaches: Marketing productivity From the earliest studies through the 1970s, the vast majority of work on measuring the performance of marketing looked at marketing productivity. Drawing on earlier work in economics and manufacturing productivity, these eﬀorts typically looked at measuring output per unit of input as a means of assessing marketing’s contribution to the success of ﬁrms and industries. , Twentieth Century Fund, 1939) focused on measuring the productivity of marketing as a whole in the economy.
Purchase intention measures can give a (probably optimistic) sense of likely customer loyalty in the future. Try some creative sales-based measures, too, for example, market share weighted by relative price (Hawkins, Best, and Lillis, 1987). Second, track these data to develop leading indicators. The initial measures you take on non-ﬁnancial metrics are mainly useful as baselines. Once you have good baseline data, typically at least a year’s worth, you can start trying to relate non-ﬁnancial measures to future ﬁnancial performance.