To build a performance advantage we first need to understand how Marketing Analytics (instrumentation) drives Marketing Metrics (performance metrics). Marketing Analytics are the tools and data needed to produce Marketing Metrics which are measures of performance.

The Market Share Tree provides a marketing analytic and data that populates this set of share performance marketing metrics. The Market Share Index is a share metric that maps market share penetration. Their purpose is to assist marketing and product managers in managing the marketing performance and profit impact of their product-market strategies.

The Marketing Metrics Handbook presents 40 marketing analytics and over 100 marketing metrics. Also included are 5 financial analytics that demonstrate how marketing profitability metrics impact company financial metrics and shareholder value.

Metrics vs. Analytics