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
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... competitor that a consumer can purchase from instead . It is important to consider what exactly you are measuring and what metric fits your precise definition best . Keeping a clear distinction between concepts , operational definitions ...
... competitors . R- ( Rating ) : Expressed on a scale that translates qualitative judgments or preferences into numeric ratings . Example : A survey in which customers are asked to assign a rating of " 1 " to items that they find least ...
... competitor's market share . Brand sales in a specified segment , compared with sales of that brand in the market as a whole . Time period covered . Can use either unit or revenue shares . Can use either unit or revenue sales . Assesses ...
... competitors. The latter will almost always be more difficult to achieve. Market share is closely monitored for signs of change in the competitive landscape, and it frequently drives strategic or tactical action. Purpose: Key indicator ...
... competitors, products, sales channels, geographic areas, customers, and time periods. They might posit, for example, that “Among grocery stores, we are the revenue market share leader in sales of frozen Italian food entrées in the ...
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 | |