| 摘要 |
A method of analyzing the effectiveness of marketing activities involves taking a series of surveys that incorporate such factors as the purchase process cycle stages, organization size, respondent job responsibilities, the products offered, and brands involved. The data from the marketing surveys is compiled. A user enters a specific query directed at the data, and the method of the invention is used to present graph of the data results to the user, the graph having a vertical and two horizontal axes. Marketing vehicles are listed on the vertical axis of the graph. On one horizontal axis, a percentage impact awareness score is provided for each marketing vehicle for the selected query, as well as an overall average percentage impact awareness score for all of the marketing vehicles. The other, opposing horizontal axis displays a brand propensity index for each marketing vehicle, as well as an overall average brand propensity index. The user may compare the percentage impact awareness of each marketing vehicle to the brand propensity index for each marketing vehicle to determine the effectiveness of each marketing vehicle for a brand in question as opposed to the effectiveness of each marketing vehicle across all brands for the selected market filtration.
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