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Lecture

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Department
Geography
Course
GEO 793
Professor
Cynthia Mason
Semester
Fall

Description
LECTURE #1  What makes a good marketing metrics? [SMART] S- specific: clear and easily interpreted. M- Measurable: quantifiable/ comparable. A- Attainable: achievable & reasonable. R- Realistic: fits constraints/ cost-effective. T- Timely: doable.  KPI: metric tied to a target - Benchmark: industry-based best practice  Target: desired performance/ result  Forecast: projected performance/ result - Proxy: reasonable estimate  Balanced Scorecard: measures performance on a set of marketing metrics aligned to a
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