Marketing effectiveness evaluation is crucial for creating a marketing strategy that delivers a competitive advantage; however, it is a challenging process for organisations. A comprehensive literature review on various metrics used to evaluate the effectiveness of marketing activities is presented in this study. The research discusses the importance of evaluating marketing effectiveness in the current business environment. Different metrics used to evaluate marketing activities’ effectiveness, such as return on marketing investment, customer satisfaction, market share analysis and other significant metrics are explored. By applying the alignment of each metric to specific marketing activities, the classification of the compelling marketing metrics is presented. The discussion on the selection of relevant evaluation techniques is based on relation to business goals and objectives, shaping its marketing strategies and impact on budget al.ocation. Theoretical investigations in the research field propose that emphasising the significance of regularly evaluating the success of marketing efforts, employing appropriate effectiveness evaluation metrics, helps to make informed decisions and enhance future marketing activities.

DOI: https://doi.org/10.3846/bm.2023.1037