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What is the marketing metric audit protocol (MMAP) ?

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Danielle
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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. Cash flow both short-term and over time is the ultimate metric to which all activities of a business enterprise, including marketing, should be causally linked through the validation of intermediate marketing measures.

The process of validating the intermediate outcome measures against short-term and/or long-term cash flow drivers is necessary to facilitate forecasting and improvement in return.

reference: http://en.wikipedia.org/wiki/Marketing_Metric_Audit_Protocol_(MMAP)#MMAP_characteristics
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