discusses Mastering Metrics
CUNA Marketing & Business De-
velopment Council, Mastering
Marketing and Business Development
makes the case for the development
and use of objective measurements
that quantify the contribution of mar-
keting to the credit union's bottom line
and achievement of its strategic goals.
ning on which metrics to measure,
what information is needed to make
those metrics actionable inside and
outside the marketing department,
and how to work with colleagues in
other departments to make those
metrics as useful as possible.
investment, wallet share, return on
new member acquisition, lift, pull-
through, net member growth, frontline
sales, business development report-
ing, and high-level measures of qual-
ity of service and status as members'
primary financial institution such as
the Referral Performance Score, a
rather new measurement.
and business development depart-
ments provide real-life examples of
how marketers develop and share
metrics with their boards, executive
teams, and staff members.
receive complimentary copies of this,
and over 300 other white papers; non
-Council members may purchase
white papers for $50 per copy.
white paper section of