Measuring Marketing Performance and Effectiveness

Abstract

In a rapidly evolving digital economy, the ability to measure marketing performance and effectiveness is essential for sustaining competitive advantage, optimizing resource allocation, and ensuring return on marketing investments. For small and medium-sized enterprises (SMEs), in particular, systematic measurement provides crucial insights into customer behavior, campaign success, and strategic growth opportunities, despite limited budgets and human resources. This paper examines the process of measuring marketing performance and effectiveness in small and medium-sized enterprises. The theoretical part discusses the main criteria of marketing effectiveness. Based on scientific sources, the importance of analytical tools and data-driven decisions is emphasised. The empirical part of the paper consists of a quantitative survey of SME managers to find out what tools they use to measure marketing and what challenges they face. The results showed that the most commonly used criteria are sales growth, return on investment and customer engagement on social networks. The most popular analysis tools are Google Analytics and CRM systems.

Keywords: marketing effectiveness, performance, SMEs, return on investment, analytical tools, customer satisfaction.

DOI: 10.7176/JMCR/95-02

Publication date:August 31^st 2025