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 77
... Table 1.1 . Concept Loyalty Distribution Market Concentration Metric ( s ) Share of Requirements ( SOR ) , Willingness to Pay ( WTP ) All Commodity Volume ( ACV ) , Total ACV Three - firm concentration ratio , Herfindahl Index Table 1.1 ...
... Table 1.2, the chapters are composed of multiple sections, each dedicated to specific marketing concepts or metrics. Within each section, we open with definitions, formulas, and a brief description of the metrics covered. Next, in a ...
... Table 2.2 Market Share—Small Urban Cars Table 2.3 Calculation of. Market Total 50.0 € 937,500 In the market for small urban cars , managers at A - One want to know their firm's market share relative to its largest competitor . They can ...
... Table 2.2). In unit terms, the three firm concentration ratio is 50% + 20% + 15% = 85%. In revenue terms, it is 40 ... Table 2.3). On a unit basis, the Herfindahl Index is equal to. Table 2.2 Market Share—Small Urban Cars Table 2.3 ...
... are arranged by size, with 1 being the largest. Share of Category: This metric is derived in the same. Table 2.3 Calculation of the Herfindahl Index for Small Urban Cars Oaties performs slightly less well in the childless segment than.
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 | |