Marketing Performance Index Launched

US market analysis firm Market Bearing has launched the Marketing Momentum Index - a quarterly report that measures and compares the marketing performance of technology companies across different sectors. The Index is designed to complement financial performance measures in aiding investment and management decisions.

The company points out that marketing often represents 40% of a firm's operating expenses, but current measurements of its effectiveness - such as brand awareness surveys and activity results - 'do not completely answer the overall question: how is marketing doing?'

The Index applies algorithms to measure marketing performance, analysing factors including news articles, customer research, partnerships and purchases. It currently covers 50 companies in seven sectors, as follows:

• Enterprise Content Management:Convera, FileNet, Hummingbird, Interwoven, Mobius, Open Text, Stellent, Verity and Vignette
• Enterprise Firewall: Check Point Software, F5 Networks, McAfee, Radware, Secure Computing, SonicWall, Symantec and WatchGuard
• Customer Relationship Management: Aspect Communications, Onyx, RightNow Technologies, Salesforce.com, Siebel and Witness Systems
• Electronic Design Automation: Cadence, Magma Design Automation, Mentor Graphics and Synopsys
• Business Intelligence: Actuate, Business Objects, Cognos, Hyperion Solutions, MicroStrategy and SPSS
• Network Management: BMC Software, Computer Associates, Compuware, Keynote Systems, Mercury Interactive, NetIQ, Segue Software and Websense
• Middleware: BEA Systems, Citrix Systems, Informatica, Novell, Pegasystems, Sybase, Tibco, Vitria and WebMethods.

John Ryan, MD of Market Bearing, says the Index gives managers and investors 'the same consistent and objective view of competitive marketing performance that they are accustomed to when they discuss top-line financial performance'.

A complete list of MMI Reports is available at www.marketbearing.com/products_services.html
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All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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