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School of Business | Department of Accounting | Accounting | 2011
Thesis number: 12594
Measuring marketing performance - A case study
Author: Laakso, Vesa-Pekka
Title: Measuring marketing performance - A case study
Year: 2011  Language: eng
Department: Department of Accounting
Academic subject: Accounting
Index terms: laskentatoimi; accounting; markkinointi; marketing; tulos; return; arviointi; evaluation; mittarit; ratings
Pages: 81
Key terms: marketing, performance, measurement, dashboard, integrated set of measures

The purpose of this study is to develop a marketing dashboard for a Finnish company that operates in the financial industry. The identification of suitable metrics for assessing marketing performance is considered central. This study proposes a new construct (a dashboard) that aims to providing management relevant information on marketing performance from decision-making perspective.


The methodology is a constructive case study. In the theoretical part previous literature and studies were reviewed. The main data in the empirical part of this study was acquired through various qualitative methods including discussions and theme interviews with the company managers, including the CEO, Sales and Marketing Director and Marketing Leader. Also internal case company databases and external third party data sources were used.


The proposed dashboard for measuring marketing performance was found to be efficient in terms of providing relevant information of marketing performance for the case company. The selected 16 metrics for the dashboard consist of four customer metrics, five brand equity metrics, three marketing and four financial metrics.
Master's theses are stored at Learning Centre in Otaniemi.