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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... dollar sign and " dollar terms " for brevity , but any other currency , including the euro , yen , dinar , or yuan , would be equally appropriate . % — ( Percentage ) : Used as the equivalent of fractions or decimals . For readability ...
... dollars), where in the channel the measurements are taken (shipments from manufacturers versus consumer purchases), market ... (dollar) market shares? Do the underlying sales data reflect factory shipments, which relate directly to the ...
... ) Whereas market share focuses on the sales of a product ( either units or dollars ) , penetration focuses on the number of buyers . As such , it is a measure of popularity . EXAMPLE : In the previous month , 500 of the.
... dollars . There are four variables in this decomposition , and ( like any equation ) it can be used to find the fourth if the other three are known . In subsequent sections we will give equations for each component in terms of market share.
... dollars or units . Unit Share of Requirements ( % ) : = Brand Purchases ( # ) Total Category Purchases by Brand Buyers ( # ) Revenue Share of Requirements ( % ) Brand Purchases ( $ ) = Total Category Purchases by Brand Buyers ( $ ) 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 | |