Many organisations do not have a clear understanding of their total marketing expenditure and activity, nor the effectiveness of that expenditure and activity as measured against relevant Key Performance Indicators ("KPIs").

Organisations need to build KPIs and systems around such key metrics as brand equity and the long-term value of the customer relationship - meaningful performance indicators in today's business environment

Common marketing "problems" in organisations include:

	Lack of coordination between corporate, divisional and business unit marketing operations, resulting in duplication and inefficiencies in process, effort and spend
	Varying, and sometimes irrelevant, KPIs for measuring the effectiveness of marketing activities across the business
	Inadequate understanding of the value marketing contributes to the business
	Lack of clear and coordinated organisation-wide processes for engaging and managing external marketing suppliers

The Marketing Audit Program ("MAP"), developed by Dianne Davis and other senior marketing practitioners, is a two-stage diagnostic specifically designed to provide organisations with the framework for achieving more accountable and effective marketing.

 

The Map Process
Stage 1	Conduct analysis of marketing spend, effort, KPI's, supplier processes etc across whole organisation; determine level of alignment with corporate & business objectives
Stage 2	Summary Report of analysis; hold Workshops to align spend & effort with objectives; develop KPIs & systems; eliminate duplication; agree and prioritise effectiveness; agree on supplier processes & procedures
	Produce topline Project Plan, including major implementation issues,for executive, senior and line management

 

Davis & Associates has conducted Marketing Audits for clients on an organisation-wide basis, and for specific divisions and strategic business units. For more information email us at info@davismarketing.com.au