In this assignment, you are invited to be a marketing analyst and performance measurement consultant. This
is the next bastion of marketing consultancy, with companies actively seeking the support and guidance of experts like
Koen Pauwels and Tim Ambler to measure their marketing effectiveness and design systems that continuously track
marketing performance.
To this end, your task is four-fold, as you are expected to select a relevant and suitable company or brand to analyse. For
this company, you will design an MPM System and then:
• A brief overview of the company and the industry/market in which it operates [Task 1]
• Provide a relevant assessment of the company’s level of marketing effectiveness based on a numeric
assessment and analysis of five of your marketing metrics [Task 2].
• With the remaining five key marketing metrics, critically elaborate on why they are included in your
system. You should also evaluate potential considerations that (you think) the company should be cognisant of
[Task 3].
• From your analysis (primarily part 1), discuss how the company could improve and become more effective,
presenting a series of practical but cogently justified (preferably with academic theory or case example)
suggestions. You should also design a dashboard visualization of your 10 marketing metrics (KPIs) for use by
key stakeholders internal to the organisation. You should aim to populate the dashboard with data collected for
Task 1, whilst simulating data for those in Task 2. A brief elaboration of your decision-making should also be
included [Task 4].
In this assignment, you are invited to be a marketing analyst and performance me
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