Métricas de desempenho de marketing: um estudo sobre as métricas aplicadas na indústria calçadista

Abstract

Marketing performance metrics is a frequent topic in marketing journals and conferences, and search for the set which satisfies the need for companies, their great questioning. More than handle the most practiced models or related by theory, the idea of submitting an indicator scenario to be devised from the reading of the generic strategy, it is considered current needs for companies. The study deals in its theoretical foundation not only more recently discussed and applied metrics models, but the footwear company’s classification according to their generic strategies in order to propose a parallel between the reported practices, and mapped theory. The case study addressed the models applied in practice, and the reading of an expert panel, the study proposes a new set of metrics, targeted to the objectives of the companies separately. Among the survey results, there is alignment of some metrics against generic strategy of companies, the need for clarification of the strategy to define the most appropriate indicator panel, and the importance of theoretical concepts are clear and disseminated to greater security of the metrics applicability. Additionally, research results point to the importance of including long-term indicators, evaluating consumers and markets as a major supporter of future strategies. Also as final results, the possibility of spreading those models mapped in other market contexts, not only the one studied.