Chapter 6Marketing Metrics

Metrics are quantitative measures that an organization can use to measure, compare, and track performance. In marketing, they are used to measure a series of activities such as sales growth, revenues, and advertising efficiency. They are often compared to industry benchmarks to ensure that a company is performing adequately, and that it is reaching its strategic targets. Measuring the impact of different marketing activities is essential to ensure optimal resource allocation in an organization, as it enables decision-makers to understand the relationship between strategic variables and executional variables.

In this section, we will go over some of the basic ratios life sciences companies can use once they reach commercialization. ...

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