This publication sets out why marketing KPIs should be included in the company reports of the FTSE 350, what the measures of marketing success are, and how to predict them; from which 20 performance indicators are identified. It also explains why marketing KPIs are currently left out of such reports, for example a lack of involvement from marketing departments in preparing them, a lack of confidence in the credibility of marketing data amongst report preparers, and a lack of a coherent framework against which marketers can provide the data the boardroom is after.
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