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Mastering Metrics
Study Resources
Diploma in Professional Marketing
Mandatory Module: Mastering Metrics
Through the CIM website you have free access to a large range of journals and reports.
This document signposts articles, journals, web pages and a range of other material that is
relevant to this module. We have divided it into the different learning outcomes to help you on
your learning journey.
Unit 1: Metrics and analytics
Learning outcome 1: Understanding the role of marketing metrics
Learning outcome 2: Understanding the significance of different measurement techniques across a range of market contexts
Unit 2: Measuring effectiveness
Learning outcome 3: Know the relevant measures of marketing performance
Learning outcome 4: Apply marketing metrics to establish the effectiveness of marketing activities
Unit 3: Analytics for decision making
Learning outcome 5: Understanding appropriate sources of data for marketing analysis
Learning outcome 6: Utilise various analytics tools and techniques for marketing insight and strategic decision making
The official module guide
Your module guide is available to access via My CIM under the Your ebook tile.
The links were all checked as of August 2015. If any are broken please e-mail the details to [email protected] for resolution or alternatives. These resources are designed to be updated on a regular basis; there is a version number in the footer.
Our electronic resources for members has more information on accessing the services, alternatively please contact [email protected] or telephone +44 (0)1628 427333.
http://www.cim.co.uk/https://my.cim.co.uk/mycim/studying/mailto:[email protected]://www.cim.co.uk/resourcesmailto:[email protected]
| CIM V4.2 CIM 2016
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Mastering Metrics
Study Resources
Unit 1: Metrics and Analytics
Learning outcome 1: Understand the role of marketing metrics
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
DEFINITIONS
A metric is measuring system that quantifies a trend, dynamic or characteristic. Farris et al (2006) Metrics a set of numbers that give information about a particular process or activity Cambridge Business English Dictionary
ARTICLES
These articles are available via CIM website. For the links to work go to MyCIM and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of
Harvard Business Review do not permit direct links to be available but they are available to search within the Ebsco database.]
Rogers, B. (2015) Will attention become the new metric that matters for marketers? Forbes.com, 3/9/2015, p23. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=101533300&site=ehost-live
Grigsby, M. (2015) Analytical choices about pricing insights. Marketing Insights, Mar/Apr, Vol27(2), pp38-43. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102837673&site=ehost-live
Schultz, D.E. (2015) A measurement retrospective. Marketing Insight, Feb, Vol49(2), pp34-35. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=100823384&site=ehost-live
Ye Hu, Rex Yuxing Du and Damangir, S. (2014) Decomposing the impact of advertising: augmenting sales with
online search data. Journal of Marketing Research, vol51(3), pp300-319. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96391578&site=ehost-live
Greengard, S. (2014) Getting past the metrics disconnect. CIO Insight, 11 November, p3. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=99378182&site=ehost-live
Pimenta da Gama, A. (2011) An expanded model of marketing performance. Marketing Intelligence & Planning, Vol29(7), pp643-661. Emerald http://dx.doi.org/10.1108/02634501111178677
Frsn,J., Tikkanen, H., Jaakkola, M. and Vassinen, A. (2013) Marketing performance assessment systems and the business context. European Journal of Marketing, Vol47(/6), pp715737. Emerald http://dx.doi.org/10.1108/03090561311306688
Mitchell, A (2009) Marketing's missing metric. Marketing, 14 October, pp26-2. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=44877775&site=ehost-live
Nardone, J. and See, E. (2006) Free yourself from the tyranny of metrics. Advertising Age, Vol77(47), p12. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=23244641&site=ehost-live
http://www.cim.co.uk/mycimhttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=101533300&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102837673&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=100823384&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96391578&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=99378182&site=ehost-livehttp://dx.doi.org/10.1108/02634501111178677http://dx.doi.org/10.1108/03090561311306688http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=44877775&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=23244641&site=ehost-live
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Mastering Metrics
Study Resources
Bernoff, J. (2008) Measure what matters. Marketing News, 15 December, Vol42(20), p22. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35860892&site=ehost-live
Anon (2006) History lessons: do the math: Hoover. Management Today, January, p15. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=19493119&site=ehost-live
Eastwood, G. (2005) Giving too much away? Marketing Week, 17 February, pp41-42. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=16191009&site=ehost-live
Tatikonda, L. (2013) The hidden costs of customer dissatisfaction. Management Accounting Quarterly, Spring, Vol14(3), pp34-43. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=89005192&site=ehost-live
Tong, C. and Rajagopalan, S. (2014) Pricing and operational performance in discretionary services. Production & Operations Management, vol23(4), pp689-703. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95576034&site=ehost-live
Krishnan, V., Sullivan, U.Y., Groza, M.D. and Aurand, T.W. (2013) The brand recall index: a metric for assessing value. Journal of Consumer Marketing, Vol30(5), pp415-426. Emerald http://dx.doi.org/10.1108/JCM-02-2013-0464
Rossomme, J. (2003) Customer satisfaction measurement in a business-to-business context: a conceptual framework. Journal of Business & Industrial Marketing, Vol18(2), pp179-195. Emerald http://dx.doi.org/10.1108/08858620310463097
Schultz, D.E. (2014) Meaningless measures. Marketing news, Feb, Vol48(2), pp20-22. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94871193&site=ehost-live
Brooks, N. and Simkin, L. (2011)_ Measuring marketing effectiveness: an agenda for SMEs. Marketing Review, Spring, Vol11(1), pp3-24. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=64137414&site=ehost-live
OTHER ARTICLES
Articles from other journals that should be generally available.
Isaacson, P. (2015) Five tops for aligning sales and marketing. CMO.com, 17 July. http://www.cmo.com/articles/2015/7/16/five-tips-for-aligning-sales-and-marketing.html
Paterson, L. (2015) Achieve credibility and influence with marketing performance measurement. Brand Quarterly,
3 July.
http://www.brandquarterly.com/achieve-credibility-and-influence-with-marketing-performance-
measurement?utm_source=Brand+Quarterly&utm_campaign=7ec69714ba-
Roundup150709&utm_medium=email&utm_term=0_5b456105d0-7ec69714ba-322344601
DeMers, J. (2014) 10 online marketing metrics you need to be measuring. Forbes.com. 15 August. http://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/
Popky, L.J. (2015) Identify the marketing metrics that actually matter. Hbr.org, 14 July. https://hbr.org/2015/07/identify-the-marketing-metrics-that-actually-matter
Nelson, T. (2015) 10 marketing metrics you probably didnt know about. Business2Community, 27 April. http://www.business2community.com/marketing/10-marketing-metrics-probably-didnt-know-01214070
Cook, R, (2011) Marketing metrics the good, the bad and the irrelevant. CMO.com, 17 March. http://www.cmo.com/articles/2011/3/17/marketing-metrics-the-good-the-bad-and-the-irrelevant.html
Court, D., Gordon, J. and Perrey, J. (2012) Measuring marketings worth. McKinsey Quarterly. http://www.mckinsey.com/insights/marketing_sales/measuring_marketings_worth
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35860892&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=19493119&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=16191009&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=89005192&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95576034&