Marketing Fundamentals - MKT101A: Nexba Marketing Metrics Report

This report examines marketing metrics and deliverables for Nexba, an Australian beverage company. It begins with an introduction to the importance of marketing metrics in understanding and improving the effectiveness of marketing activities. The report then delves into various marketing metrics such as Sales Qualified Leads (SQL), Return on Marketing Investment (ROMI), customer engagement, and customer acquisition cost. The report also discusses the different changes in marketing deliverables in order to enhance the operation of the same while operating in diverse international markets. The marketing deliverables discussed include penetration pricing, diversification of social media integration and charity programs, and collaboration with hotels, bars, restaurants, and event management groups. The report concludes by highlighting the importance of these metrics and deliverables in enhancing Nexba's promotional activities and overall marketing effectiveness. Finally, the report offers recommendations for improving Nexba's marketing strategies and achieving its marketing objectives.

Running head: MARKETING METRICS
MARKETING METRICS
Name of the student
Name of the university
Author note

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Table of Contents
1. Introduction..................................................................................................................................2
2. Marketing metrics........................................................................................................................2
3. Marketing deliverable..................................................................................................................3
3.1 Penetration pricing.................................................................................................................3
3.2 Introducing diversification to social media integration and charity programs......................4
3.3 Collaboration with hotels, bars, restaurants and different event management groups..........4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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1. Introduction
The marketing activities of the organization are dependent on the identification of the
requirements of the same while operating in diverse international markets. Organizational needs
depend on the sustainable approach of the same. The discussion would focusing on identifying
the different marketing metrics that would justifying the position of Nexba and the manner in
which the activities corresponded to the frameworks that are undertaken by the concerned
business. The marketing metrics would assist the organization in measuring the efficacy of the
marketing activities that are undertaken by the same. On the other hand, the discussion will also
focus on bringing forth different changes in the marketing deliverables in order to enhance the
operation of the same while operating in diverse international markets.
2. Marketing metrics
Marketing Control systems Marketing metrics
Profitability control Sales Qualified Leads (SQL)
Return on Marketing Investment (ROMI)
Customer Acquisition Cost
Efficiency control Transaction Conversion Rate
Customer Satisfaction
Brand Equity
Strategic control. Customer Lifetime Value
Ratifying the activities
Testing the activity

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The different marketing metrics that might be applied by the concerned organization are
based on the identification of the different developmental strategies that are imposed by the
business. The key elements of change in the organizational operations would based on the
evaluation of the metrics and measurement of the KPI (Key Performance Indicators) of the
business while designing the marketing activities. The identification of the KPI related to the
sales volume of the concerned organization might be measured through the Sales Qualified
Leads (SQL) (Barger & Labrecque, 2013). It would assisting the concerned enterprise in
identifying the potential customers for the products and thereby manipulates the different
activities through the recognition of demands faced by the same. On the other hand, the
organization might also make use of a metric related to the identification of customer
engagement in the business processes. It would assisting the organization in understanding the
role of the customers and their active participation in the development process of the business
(Mintz & Currim, 2013).
The Return on marketing investment metrics would assisting the organization ion
calculating the ROI (Return on investments) that would received by the organization through the
marketing activities that are undertaken by the same (Davis, 2017). The metrics would assist the
organization in upholding the efficacy of the operations through measurement. The marketing
metrics would assist the organization through demonstration of the effectiveness of campaigns
that are undertaken by the enterprise. On the other hand, the KPIs would assisting the
organization in tracking the digital marketing performance and the progress made by the same
while optimizing their search engine options (Schulze, Skiera & Wiesel, 2012). The website

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optimization would assisting the organization in upholding the efficacy of the operations of
marketing that is planned by the business.
3. Marketing deliverable
The marketing deliverable of the organization is based on the proposition that is made by
the business. Te research will be enumerating the different changes that might be undertaken by
the company in order to enhance the marketing objectives of the same.
3.1 Penetration pricing
The organization might undertake a reform in the pricing strategy in order to enhance the
operation and availability of the products to the customers. The organization might consider
penetration pricing strategy to maximize the customer base of the same and thereby gain a
competitive edge over the existing players through larger penetration in the markets. The
organization currently employs skimming pricing strategy for the initial; phase of its marketing
and thereby undertakes competitive pricing strategy for enhancing the operation of the same in
the latter phase (Rancati & Gordini, 2014). However, the introduction of the penetration pricing
strategy would assisting the organization in maximizing the sales volume of the same through
attracting the attention of the free customers who might turn out to be potential customers of the
business.

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3.2 Introducing diversification to social media integration and charity programs
The organization might consider undertaking different digital marketing procedures in
order to make the mass aware of the product offerings of enterprise. On the contrary, the
organization might consider on undertaking live streaming in Youtube and other medias in order
to make the people aware of the quality of the propositions. Different community programs and
promotional events might be funded by the organization in order to support the local
communities and thereby spread awareness of the line of products.
3.3 Collaboration with hotels, bars, restaurants and different event management groups
The organization might undertake direct collaborations with different restaurant owners
and event management groups in order to position their products and services to the target

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customers (Spiller & Tuten, 2015). On the other hand, the participation of the organization in
different promotional events that are undertaken by the businesses in the industry would assist
the same in upholding their efficacy of promotional activities and distributing the products to the
customers.
Conclusion
Therefore, from the above analysis it might be concluded that the different activities that
might be undertaken by the organization relating to the marketing would assisting the same in
enhancing the promotional aspects. The discussion aims at identifying the different marketing
metrics that might be utilized by the organization and the marketing deliverable of the same.

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References
Barger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on
social media metrics.
Davis, J. A. (2017). Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs
3rd Edition. Walter de Gruyter GmbH & Co KG.
Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), 17-40.
Rancati, E., & Gordini, N. (2014). Content marketing metrics: Theoretical aspects and empirical
evidence. European Scientific Journal, ESJ, 10(34).
Schulze, C., Skiera, B., & Wiesel, T. (2012). Linking customer and financial metrics to
shareholder value: The leverage effect in customer-based valuation. Journal of
Marketing, 76(2), 17-32.
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The digital
and social media opportunity. Journal of Marketing Education, 37(2), 114-126.