行銷績效管理（MPM）現況及未來

Abstract

This IDC study provides essential guidance to CMOs and their executive teams in developing and improving their marketing performance measurement (MPM) strategy and related dashboards. Based upon in-depth interviews with over 15 high-technology marketing leaders, this study provides general MPM frameworks, identification of common and more unique objectives and metrics in use by the industry' s top marketers, as well as detailed case studies and dashboards from some of these best practices leaders. Specific case studies are provided for IBM, Nortel, Citrix, Intel, Hitachi Data Systems, and CA.

"Marketers in the technology sector have made significant strides in developing and deploying their MPM strategies," said Michael Gerard, vice president of research, IDC' s CMO Advisory Service. "Most have moved beyond the unrealistic quest to establish the perfect return-on-investment (ROI) metric and have instead developed a solid marketing operations area that focuses on maintaining a set of pragmatic marketing performance objectives and metrics. Even so, many companies remain behind the MPM development curve, with the economic, marketplace, and corporate pressures continuing to grow."

Table of Contents

• Table of Contents
• IDC Opinion
• In This Study
  • Methodology
• Situation Overview
  • Development of the MPM Process
  • Figure: MPM Accountability Across the Organization
    • Evolution of the Industry' s MPM Process: Are You Stuck in 1.0 or Approaching 3.0?
    • Figure: IDC' s Evolution of the Marketing Performance Measurement Process - Best in Class
  • IDC' s MPM Framework
    • Hierarchy of Business Objectives
    • Figure: IDC Marketing Measurement Framework: Hierarchy of Business Objectives
      • Best Practice: MPM as Part of the Strategic Planning and Resource Management Process (IBM)
      • Table: IBM' s Process for Setting Marketing Contribution Objectives
    • The Marketing Dashboard: A Foundational Element of the MPM Process, Not Only a Tool
    • Figure: Using a Cascading Dashboard Strategy to Ensure Relevancy and Rapid Use of Information
      • Best Practice: Cascading Dashboards and a Continuous Improvement Process (Nortel)
      • Figure: Nortel' s Global Marketing Dashboard Data Hierarchy
      • Best Practice: Dashboard Automation and Delegation of Data Collection and Analysis Across Marketing (Citrix)
      • Figure: Citrix Dashboard Page - Web View
      • Figure: Citrix Dashboard Page - Public Relations
      • Figure: Citrix Dashboard Page - Product View
      • Best Practice: Dashboard Development Process and Leveraging the Dashboard to Drive Accountability and Change (Intel)
      • Figure: Intel' s Performance Measurement Process - Linking Vision, Strategic Objectives, Metrics, and MBOs
      • Figure: Intel Marketing Performance Dashboard (January 2008)
      • Best Practice: Multiple Reporting Levels Coupled with Segment-Specific Metrics (HDS)
      • Figure: HDS - Global Marketing Scorecard
      • Figure: HDS - Sample Country-Level Dashboard
    • What Is the Ultimate Impact of Your MPM Process? Does It Drive Change?
  • Marketing Metrics - An Overview of Common and More Unique Metrics
  • Figure: IDC Marketing Measurement Framework: Metrics
    • Performance Measurement Areas for the More Advanced Technology Marketer
      • Best Practice: Lead Generation and Nurturing Measurement (CA)
      • Predictive Marketing Analytics
      • Emerging Practice: The "Likelihood to Recommend" Metric (CA)
      • Emerging Practice: Leveraging Multiple Sources of Data to Score and Better Target Leads (IDG' s Engagement Intensity IndexTM)
      • Figure: IDG' s Engagement Intensity Index Algorithm Components
      • Figure: IDG' s Engagement Intensity Index
• Future Outlook
• Essential Guidance
• Learn More
  • Related Research
  • Appendix: Common and Unique Technology Marketing Metrics
    • Account-Based Marketing
    • Advertising Metrics
    • Channel Marketing Metrics
    • Event Metrics
    • Financial Metrics (Used by Marketers)
    • Lead Generation Metrics
    • Product Marketing Metrics
    • Public Relations Metrics
    • Web Marketing Metrics
    • Other Marketing Metrics Areas to Be Included in IDC' s Metrics Library
  • Synopsis