“Not everything that can be counted counts, and not everything that counts can be counted.” — Albert Einstein

Smart managers know that marketing metrics are not simply about keeping score—they're about testing models and assumptions in order to improve performance, and identifying the critical thresholds that should trigger program intervention. Cymbic develops customized dashboards, scorecards, and other metric tools to strengthen our clients' marketing systems and provide information to support real-time decisions.

Marketing Dashboards are developed to provide a high-level review of key performance indicators in your marketing program tied directly to corporate strategy, including such metrics such as customer acquisitions, revenue per customer, and market share. These tools are often used to keep executives in the loop on marketing performance.

Marketing Scorecards are designed as a more narrow analytic and diagnostic tool, typically employed to model and measure critical areas of your marketing system. An example is the use of a scorecard to test causality in your customer relationship lifecycle, in order to uncover the early indicators of customer lifetime value.

Customer Valuation is a targeted scorecarding approach designed to identify different classes of customers and the associated costs and payoffs of serving those customers. These tools are typically used to identify the profit or strategic goals for each customer group, and to establish targeted programs to serve them appropriately.

If you'd like to find out what kind of metrics are appropriate for your marketing program, don't hesitate to call. We're happy to answer your questions.