Marketing term: MMAP
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Offline Jeta Majumder

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Marketing term: MMAP
« on: March 30, 2014, 02:24:40 PM »
The marketing metric audit protocol (MMAP) is the Marketing Accountability Standards Board's formal process for connecting marketing activities to the financial performance of the firm.

The process includes the conceptual linking of marketing activities to intermediate marketing outcome metrics to cash flow drivers of the business, as well as the validation and causality characteristics of an ideal metric. For details, please visit Wiki.
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Offline Shahnoor Rahman

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Re: Marketing term: MMAP
« Reply #1 on: April 03, 2014, 11:58:14 AM »
Informative post.
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Offline munna99185

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Re: Marketing term: MMAP
« Reply #2 on: April 03, 2014, 12:58:04 PM »
MMAP metric profiles is a catalogue of marketing metrics that provides detailed documentation regarding the psychometric properties of the measures and specific information with respect to reliability, validity, range of use, sensitivity particularly in terms of validity and sensitivity with respect to financial criteria.

Most commercial providers offer little detail about their measures. Most of the publicly available information focuses on integrated suites of products and services with little technical information or reference to characteristics of specific measures that would allow profiling according to MMAP.
[Source: wikipedia.com]

Sayed Farrukh Ahmed
Assistant Professor
Faculty of Business & Economics
Daffodil International University

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