Correspondence: Laura Patterson, Vision Edge Marketing, Inc., PO Box 342546, Austin, TX 78734, USA. Tel: +1 512 681 8800 ext 12; Fax: +1 512 263 7268; E-mail: laurap@visionedgemarketing.com

¹is the author of Measure What Matters (VisionEdge Marketing, Inc., 2004) and Gone Fishin'(VisionEdge Marketing, Inc., 2001). She is the President and cofounder of VisionEdge Marketing, Inc., a leading metrics-based strategic and product marketing firm located in Austin, Texas, specialising in consulting and learning services. For more information go to www.visionedgemarketing.com

Received 24 September 2007; Revised 24 September 2007.

Abstract

The purpose of this paper is to suggest a framework for marketers by presenting a continuum for marketing metrics that can be applied to move the measurement of marketing forward. In addition, examples are shared to illustrate how two companies learned the value of moving forward along the continuum by learning how to incorporate the right metrics into assessing the overall performance of their marketing efforts.