Connecting Marketing Metrics to Financial Consequences

Marketers are happy speaking their own language replete with jargon like ”awareness ” ”share of requirements” and ”customer satisfaction.” Such terminology works fine in the marketing department and with the advertising professionals who execute marketing plans. But there’s a translation problem between that language and the language of profitability and stock price which is the mother tongue of corporate CEOs. ”CEOs want to know what a 5% increase in customer satisfaction will do for the bottom line ” says Wharton marketing professor David Reibstein who talked about ”Linking Marketing Metrics to Financial Consequences” at the Wharton Marketing Conference on October 15.

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