Marketing Metrics in the Wine Retailing Industry

Abstract

Over the years, many companies integrated the Key Performance Indicators (KPIs) tools, into their reporting activities, leading to a deep transformation of the business models and marketing strategies. This study has dual aims: first, to recognize and validate the studies on Marketing Performance Measurement (MPM) in the wine retailing industry; second, to examine the relationships among the firm’s efforts to apply marketing metrics and some characteristics of the competitive environment. To reach these research aims, data on the overall 31 wineries were collected and analyzed in three different countries. The main research tool is the structured questionnaire that considers three different marketing metrics dimensions, that is transactional, attitudinal and web customer metrics. Subsequently, by a structural equation method (PLS-PM), it will be statistically estimated the weight of marketing metrics in the wine retailing industry.