Establishing common language and definitions of marketing activities and metrics will eliminate ambiguity in marketing terminology and encourage trust and collaboration within and across the marketing industry & business communities. Marketing activities and metrics added or edited by MASB on Wikipedia include:
A rationale and proposed set of principles for brand valuation.
The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to financial performance.
An example of how to evaluate marketing metrics according to MMAP, the learning from using an “ideal” metric over time, and how to improve return by applying to better marketing practice.
The characteristics, practices and processes underlying the development and management of an “ideal metric.”
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