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 73
... advertising effects, and marketing budgeting. He has published many articles in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He is currently developing ...
... advertising copy and roll out the current best candidate. The space devoted to this model for advertising copy and media funds is not because this particular decision is more important than other decisions, but because it illustrates a ...
... Advertising Metrics Pricing Strategy Promotions The Trade Advertising Agency Figure 1.1 Marketing Metrics : Marketing at the Core of the Organization The central issues addressed by the metrics in this book are as follows : □ Chapter 2 ...
... Advertising Metrics : The central measures of advertising coverage and effectiveness , including reach , frequency , rating points , and impressions . Models for consumer response to advertising . Chapter 10 - Online , Email , and ...
... Advertising Metrics ( PCV ) 9.1 Impressions 6.6 Total Distribution 9.1 Gross Rating Points ( GRPs ) 6.6 Category Performance Ratio 9.2 Cost per Thousand 6.7 Out of Stock Impressions ( CPM ) 6.7 Inventories 9.3 Net Reach 6.8 Markdowns ...
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 | |