ABSTRACT
Monitoring involves controlling, and more precisely controlling processes, resources, behaviors and people. The problem is that is difficult to delimit some processes, quantify resources and observe behaviors people don't usually like to be controlled. An essential benchmark to assess corporate performance is the fluctuation of value of the market assets. There are two main types of market assets: Brand Equity and Customer Equity. Customer Equity reflects the economic value of the entire customer body. It is defined as the sum of all Customer Lifetime Values (CLVs). Likewise external analysis, and therefore the proper understanding of the implications of the Three Dimensions of Value (TDV) within a given business. Finally, the level of achievement of these and every other outside-in and Inside-out metric is determined on the basis of a predefined benchmark: the key performance indicators (KPIs). Monitoring the results achieved involves assessing them from both an effectiveness and efficiency perspective.
