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This non-technical note for marketing professionals (and those in training) explores the value of setting performance goals when developing marketing plans. Practical metrics to evaluate the overall success of marketing initiatives are discussed, followed by supporting metrics that can be used to evaluate each area of the marketing mix. A critical view is taken of many metrics; some metrics have shortcomings in certain situations that managers should be aware of. Many industry examples are used, making for an engaging student experience and providing benchmarks for students to set goals when writing case studies. Formulas are included for all metrics discussed.

This non-technical note for marketing professionals (and those in training) explores the value of setting performance goals when developing marketing plans. Practical metrics to evaluate the overall success of marketing initiatives are discussed, followed by supporting metrics that can be used to evaluate each area of the marketing mix. A critical view is taken of many metrics; some metrics have shortcomings in certain situations that managers should be aware of. Many industry examples are used, making for an engaging student experience and providing benchmarks for students to set goals when writing case studies. Formulas are included for all metrics discussed.