What is Marketing Performance Management (MPM)?
Marketing Performance Management (MPM) refers to software and services that companies can use to evaluate the performance of marketing campaigns. These business intelligence tools work on a fundamental level to justify the effort and cost of corporate marketing campaigns.
In general, Marketing Performance Management (MPM) gives companies the tools they need to evaluate and refine marketing campaigns. Some companies believe they are lagging behind in these areas while others have managed to link marketing campaigns to quantifiable results. The reality is that MPM tools radically increase a company's ability to truly quantify the benefits of a marketing campaign.
MPM tools can contain dashboards and visualization strategies for marketing data. You can help human decision-makers create models, simulate results, or label marketing processes to see how they are achieving results. This helps in determining the return on investment (ROI) for marketing campaigns.
Another way that MPM tools can help is by tracking on-site marketing. If a company z. If, for example, it publishes online or mobile phone advertisements or vouchers, marketing experts and other specialists can use sophisticated tagging techniques to see how these campaigns are specifically linked to the number of page views, shopping cart uses or, ultimately, purchases.
All of this supports the basic idea that MPM brings transparency to marketing and helps decision makers understand the real results of marketing activities.