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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... consumers are loyal ? We must make concrete our abstract concept of loyalty by providing an operational definition , a precise specification in numerical terms of what exactly we mean . This allows us to create metrics to keep track of ...
... consumer's loyalty in the sense of attachment and differentiation , the fact that the product is very different and so there isn't a close competitor that a consumer can purchase from instead . It is important to consider what exactly ...
... consumer price index . Indexes are often interpreted as a percentage . $ -Dollar . % -Percentage . # -Count . R - Rating . I - Index . References and Suggested Further Reading Abela , Andrew , Bruce H. Clark , and Tim Ambler ...
... consumers shopped for gifts at Wal- Mart this past holiday season. U.S. households now buy, on average, 22% of their groceries at Wal-Mart. A quarter of all shoppers indicate that they are spending more of their clothing budget at Wal ...
... Consumer Beliefs Customers / consumers view of product , generally captured via survey responses , often through ratings on a scale . Customers / consumers may hold beliefs with varying degrees of conviction . Perception of brand by ...
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 | |