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Elements and Performance Criteria

1. Identify and analyse measurement of marketing effectiveness
   • Research a range of metrics available to identify the effectiveness of marketing processes and functions
   • Identify marketing metrics used by the organisation in each key marketing operation
   • Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links
   • Analyse the effectiveness of current and possible future marketing metrics
   • Identify issues with the use of marketing metrics within the organisation
2. Develop the strategy to measure marketing effectiveness
   • Identify the organisation's criteria for selecting manageable and cost-effective metrics
   • Identify the organisation's objectives for the measurement and evaluation of marketing effectiveness
   • Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation's brand or unique positioning
   • Contribute to the calculation of costs of gathering and analysing data
   • Plan and document the implementation strategy for measuring and analysing marketing performance
   • Contribute to the development of specific, relevant metrics
3. Promote the strategy to measure marketing effectiveness
   • Plan the promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format
   • Design an internal marketing communications strategy so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
   • Report on implementation and outcome issues

Required Skills

Required skills

communication skills to promote the strategy to measure marketing effectiveness write and present complex reports learning and research skills to research available metrics design a communication strategy suitable for a range of people with different learning styles numeracy skills to analyse marketing data calculate costs of collecting and analysing data select appropriate metrics planning and organising skills to design implementation of the strategy to measure marketing effectiveness technology skills for research and data analysis

Required knowledge

range of criteria for selecting metrics range of marketing functions within an organisation range of marketing metrics and their usefulness to measure key marketing operations

Evidence Required

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the following is essential development of a strategy to measure marketing performance which includes objectives metrics chosen and rationale for choice for each marketing process or function costs link to organisational strategy and objectives communication plan
Context of and specific resources for assessment	Assessment must ensure access to a workplace or simulated work environment relevant workplace documents and data in particular data already collected to measure marketing effectiveness office equipment and resources including appropriate software
Method of assessment	The following assessment methods are appropriate for this unit review of portfolio of evidence of actions taken to plan a strategy to measure marketing performance oral or written questioning to assess actions taken to implement a strategy to measure marketing performance knowledge of marketing metrics and their uses for different phases of the marketing process and for different marketing outcomes analysis of responses to case studies and scenarios around marketing metrics
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

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Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Metrics may include:	brand equity, such as: availability brand perception familiarity loyalty penetration brand value competition customer databases customer acquisition, satisfaction, retention, value and loss communications effectiveness e-metrics, such as: hits page views visits inventory efficiency and effectiveness loyalty or retention market performance by customer, product, accounting and financial outcomes market share overall sales return on marketing investment in market-based assets sales force effectiveness segment penetration share of mind share of voice share of wallet shareholder value.
Marketing processes and functions may include:	advertising direct marketing distribution e-marketing loyalty programs market research marketing communications pricing product development, including pre- and post-launch sales force.
Issues may include:	cost of obtaining meaningful information frequency of measurement level of management that reviews the metrics skill of marketing personnel in terms of measurement treatment of intangible assets in financial statements volume of data to be analysed.
Criteria may include:	whether they are: precise and sensitive to change predictive, e.g. of future customer purchase, retention and cash flow relevant to the organisation's strategy and context reliable over time so trends can be tracked cost-effective costs (money and time) involved in measuring possible benefits of measurement risks if measurement does not occur.

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