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Impact and return of Marketing Activities on Commercial Performance

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Moulin, Thomas ULiège
Promotor(s) : Sougné, Danielle ULiège
Date of defense : 19-Jun-2020/23-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8993
Details
Title : Impact and return of Marketing Activities on Commercial Performance
Translated title : [fr] Impact et rendement des activités marketing sur le performance commerciale
Author : Moulin, Thomas ULiège
Date of defense  : 19-Jun-2020/23-Jun-2020
Advisor(s) : Sougné, Danielle ULiège
Committee's member(s) : Riffon, Véronique ULiège
Esch, Louis ULiège
Thomé, Laurent 
Language : English
Number of pages : 91
Keywords : [en] return on marketing investment
[en] marketing productivity
[en] performance measurement
[en] model creation
[en] financial metrics
[en] non-financial metrics
Discipline(s) : Business & economic sciences > Finance
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Financial Analysis and Audit
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Nowadays, measuring the performance of marketing expenses is not an option if corporations want to reach their market and financial goals (da Gama, 2011). However, the current literature does not provide a standardized tool recognized by the peers as the state of the art for measuring marketing effectiveness. In collaboration with Puratos, a marketing performance assessment tool has been developed. The model defined as standardised, replicable and user-friendly, helps to measure the performance and impact of the marketing activities thanks to ten KPIs.


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Access s156046 Moulin 2020.pdf
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Access Final Model - Performance measurement tool.xlsm
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Access 0. Presentation - Excel template.pdf
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Access 1. Extraction of the Data.pdf
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Access 2. From Qlikview to Excel.pdf
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  • Moulin, Thomas ULiège Université de Liège > Master sc. gest., à fin.

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