POMIAR DZIAŁAŃ MARKETINGOWYCH – PROCES I OBSZARY
MEASURING MARKETING – PROCESS AND DIMENSIONS

Summary/Abstract: New market concepts and trends such as big data, marketing automation, digitals media, social media, new technologies and others influence the role of marketing analytics and measurement of marketing activities. Marketing measurement should be perceived as the process of evaluation of marketing activities in order to increase business efficiency and effectiveness. Based on the literature analysis, the paper aims to describe the scope and stages of process of marketing measuring. Three key levels of measuring marketing have been indicated e.g. corporation, SBU and marketing operations level. Marketing measurement process has also been described. It should consist of four main stages – mapping the business strategy, identifying critical success factors and KPI, devloping meaurement system and indicators, building marketing dashboards.

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