Marketing Metrics: Are the same marketing metrics relevant to marketers and company management?

Abstract

This Bachelor’s thesis aims to study the marketing metrics that are used in marketing teams and ask are the same metrics relevant to the company management.

The answer was provided by combining the theoretical marketing pipeline in digital marketing channels and functions, as well customer’s lifecycle as part of the marketing funnel and splitting the pipeline into different sections.

The information gathered from the survey and phone interviews was used to understand how business-to-business companies use marketing metrics in the selected marketing funnel (RACE) and can the same metrics help business management to understand what happened in the sections of the marketing funnel and are the same metrics relevant to management.

The results of the research have shown that companies are relatively satisfied with the current marketing metrics and understand that most of the metrics are important to align with the company’s goals.