An examination of product performance metrics in marketing analytics: A case study of an FMCG firm in Lagos, Nigeria
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- Table of Content: Available
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- NGN 5000
Background of the study
Product performance metrics are critical components of marketing analytics that help organizations assess the effectiveness of their marketing strategies. In Lagos, an FMCG firm utilizes a range of performance metrics—such as sales volume, market share, and customer satisfaction ratings—to gauge the success of its product marketing efforts (Afolabi, 2023). These metrics provide actionable insights into consumer behavior, campaign effectiveness, and overall product performance. The integration of data analytics into marketing decision-making enables the firm to identify areas for improvement, optimize promotional activities, and refine its product portfolio (Okoro, 2024). Despite the availability of numerous performance metrics, there is a need for empirical studies that explore how these metrics correlate with overall marketing effectiveness in FMCG markets. This study examines the role of product performance metrics in marketing analytics and their impact on strategic decision-making, aiming to enhance the firm’s competitiveness and customer satisfaction (Balogun, 2025).
Statement of the problem
While product performance metrics are widely used by FMCG firms, their direct impact on marketing analytics and strategic decision-making remains unclear. The FMCG firm in Lagos faces challenges in integrating disparate performance data into coherent marketing strategies, leading to potential inefficiencies (Afolabi, 2023). Moreover, the lack of standardized metrics makes it difficult to compare performance across different product lines and market segments (Okoro, 2024). This study seeks to address these gaps by evaluating the effectiveness of product performance metrics in driving marketing improvements and providing insights into how these metrics can be optimized for better strategic outcomes (Balogun, 2025).
Objectives of the study:
To examine the role of product performance metrics in marketing analytics.
To identify key metrics that influence strategic decision-making in FMCG firms.
To recommend strategies for optimizing performance metrics to enhance marketing effectiveness.
Research questions:
How do product performance metrics influence marketing analytics in an FMCG firm?
Which metrics are most critical for strategic decision-making?
How can FMCG firms optimize their use of performance metrics to improve marketing outcomes?
Significance of the study
This study is significant as it provides insights into the importance of product performance metrics in shaping marketing analytics and strategic decisions. The findings will help FMCG firms in Lagos to refine their measurement systems, thereby improving marketing effectiveness and competitive performance. The research contributes to academic literature on marketing analytics and offers practical recommendations for enhancing the use of performance metrics in the FMCG industry (Okoro, 2024).
Scope and limitations of the study:
The study is limited to a single FMCG firm in Lagos, Nigeria, and focuses on the role of product performance metrics in marketing analytics. Results may not be generalizable to other industries or geographic contexts.
Definitions of terms:
Product Performance Metrics: Quantitative measures used to evaluate the success of a product in the market.
Marketing Analytics: The process of analyzing marketing data to inform strategic decisions.
FMCG Firm: A company that produces fast-moving consumer goods.
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