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 81
... distribution channels -all under various pricing and promotional scenarios . Increasingly , marketers are held accountable for the financial ramifications of their decisions . Observers have noted this trend in graphic terms : " For ...
... 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 Common Metrics Used to ...
... distribution 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 ...
... distribution, for example. Each chapter is composed of sections devoted to specific concepts and calculations. We must present these metrics in a sequence that will appear somewhat arbitrary. In organizing this text, we have sought to ...
... Distribution coverage and logistics . □ Chapter 7 - Pricing Strategy : Price sensitivity and optimization , with an eye toward setting prices to maximize profits . Chapter 8 - Promotion : Temporary price promotions , coupons , rebates ...
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 | |