Marketing Metrics: The Manager's Guide to Measuring Marketing PerformanceFT Press, 2021 M07 27 - 476 pages Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more.
For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make.
Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance. |
From inside the book
Results 1-5 of 63
... measures invaluable. A related point is that people sometimes equate the value of information with the range of possible alternatives that the metric can take. Knowing the precise number for a metric that swings wildly can be very ...
... metrics, but when we discuss it with many managers, it ranks far below other ... metrics are more relevant than others. Also, like EVA, many metrics that we ... related metrics, net profit, ROI, and margin most highly, even though these ...
... metrics are particularly in need of a careful appraisal with respect to their reliability and validity as metrics to inform management decisions. This edition expands our discussion of these concepts as well. A closely related concept ...
The Manager's Guide to Measuring Marketing Performance Paul W. Farris, Neil Bendle, Phillip Pfeifer, David Reibstein. establish core concepts first and build gradually toward increasing sophistication , and ( 2 ) to group related metrics ...
... in their use. Toward that end, we also examine the assumptions underlying these metrics. Finally, we close each section with a brief survey of Related Metrics and Concepts. Online , Email , and Mobile Metrics Marketing and Finance.
Contents
MARGINS AND PROFITS | |
PRODUCT AND PORTFOLIO MANAGEMENT | |
CUSTOMER PROFITABILITY | |
PROMOTION | |
ADVERTISING METRICS | |
ONLINE EMAIL AND MOBILE METRICS | |
MARKETING AND FINANCE | |
THE MARKETING METRICS XRAY AND TESTING | |
SYSTEM OF METRICS | |
Bibliography | |
Endnotes | |