Ow Financial and Non Financial Metrics can be used for quantify the effectiveness of marketing campaign (Marketing Analytics)

Instruction from My teacher:

With reference to the DuPont-NASCAR Marketing and B&K Distributors case studies, explain how non-financial and financial metrics can be used to quantify the effectiveness of marketing campaigns. Write a maximum of 2,000 words (A±10%), excluding bibliography. Provide a word count. Submissions above the word count will be penalised with a drop of a grade for each 100 words over the limit.

IMPORTANT READ CAREFULLY
Instruction from me:

Actually my level of education right now is master degree, I hope you donat only write description and descriptive theoretical essay because I donat need essay like that. I need analysis and your point of view. So provide only little theory then give your argument and analysis based on your knowledge not describing theory on the book, such as what definition financial and non-financial metrics and what kind of financial and non financial metrics available. I donat need it. You should use the case studies I give you and justify how you think financial and Non Financial Metrics can be used for quantify the effectiveness of marketing campaign. For example, in the case of B&K, they explained everything about financial metrics, such as ROI. If you say ROI can quantify the effectiveness of marketing campaign, how this measurement can measure that and give example in the case of B&K how they use it for measuring their effectiveness of marketing campaign. I need something like that. I donat want you to explain theoretically about the tools, such as ROI, etc, but I want you to justify how this tool can measure the effectiveness of marketing based on case.

For additional information, you should explain two things in my essay: Financial and non financial metrics. You should allocate 50% of my essay to explain financial metrics (based on B&K case) and 50% on non financial metrics (Du Pont case). I will put the power point documents that my teacher explain on the class about financial and non financial metrics that you can use for your references. There are 5 files I will upload later.

If you donat understand what you should make just let me know. Donat make a crap essay that only give description. I need analytical and argument essay.

Referencing Requirements:
1. Du-Pont Nascar Marketing, HBSP Case (I will attached the file in the instruction)
2. B&K distributors: Calculating ROI for a Web BasedCustomer Portal, HBSP Case ( I will attached the file in the instruction)
You must use references based on two main journals above as main references, however you can add some external references for additional references.