• The tracking and measurement of any marketing program has always been difficult, time-consuming and limited at best. Metrics can be even more elusive for marketing communication, and, in many cases, measurement methods are even inadequate or misleading.  Its no wonder that so few companies measure their external communication programs.
• Companies are moving away from the notion that marketing budgets should be a set percentage of revenue or based on the previous years budget. Economic constraints of recent years and the trend toward corporate-wide accountability are forcing Communication Executives to define new ways to justify their contributions to the bottom line.
• The challenge for marketing professionals is to define measurable objectives and incorporate relevant measurement metrics into ongoing communication programs and PR campaigns.
• Measurement is especially difficult for marketing communication because a great deal of the work results are based on creativity and the development of relationships.
• Understanding these challenges Vuma have developed a Communications balanced scorecard.
• Vuma guarantee an ROI of 3:1

Balance Scorecard

The scorecard provides a framework, a language, to communicate the mission and strategy; it uses measurement to inform employees about the drivers of current and future success.

The balanced scorecard also provides executives with a comprehensive framework that translates the company’s vision and strategy into a coherent set of performance measures. The balanced scorecard translates the mission and strategy into objectives and measures, organised into four different perspectives: financial, customer, process and resource.
Click here to view diagram

FINANCIAL PERSPECTIVE
Strategic Theme: To optimise budget utilisation
Click here to view diagram

CUSTOMER PERSPECTIVE
Strategic Theme: Consistently exceed Customer expectations
Click here to view diagram

PROCESS PERSPECTIVE
Strategic Theme: To ensure the marketing and communications business process support and enable the delivery of the customer strategy
Click here to view diagram

RESOURCE PERSPECTIVE
Strategic Theme: To optimise human capital development and utilisation in order to deliver and exceed customer expectations
Click here to view diagram