User:Tongxin Liu/sandbox

Article evaluation

For evaluating content, everything in the article us relevant to the article topic about MPM and provide some detail information. Marketing performance measurement (MPM), also called marketing performance management, is used to describe the analysis and improvement of the efficiency and effectiveness of marketing. MPM also contributes to the customer experience. There are six factors in marketing performance measurement including alignment, accountability, analytics, automation, alliances and assessment.

For the accountability, it’s a effective way to make sure all the deliveries achieve the objective of the company. So it can identify the result of marketing initiatives and evaluate individual efforts. Metrics which is combined by kinds of measurable performance standards and indicators which including leading indicators and lagging indicators should be introduced for accountability. Analytics is an important process in marketing performance measurement. There are massive data from kinds of sources. Company should utilize the data analysis to explore the valuable information from the data. Only in this way company can make strategic decision based on data and improve the efficiency of the operation. For the automation, the trend of technology is still upwards. Many technology and professional tools has been devoted into marketing performance measurement including business intelligence, reporting platforms, scenario analysis tools and so on. Although measuring the success of marketing campaigns is important, what marketer do with the evaluation report really does matter.

From my perspective, the article is neutral. And I don’t find some claims that appear heavily biased toward a particular position. I check a few citations and they all work which support the claims in the article.