Once the marketing plan is implemented, controls must be developed to monitor progress and to keep the company on track toward its desired objectives. These evaluation actiivities are essential in order for a company to correct problems in the early stages of implementation and to measure outcomes.

Evaluation and metrics are defined as the actions taken to keep the firm directed toward its objectives and to bring performance and desired results closer together.

Marketing Evaluation and Metrics includes:

• Measuring the impact of various sales promotions
• Evaluating customer and geographic profitability
• Evaluating sales-oriented financial reports
• Measuring traffic and response rates to marketing communications
• Calculating ROI (Return on Investment) compared to marketing expenditures