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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... formulas that generate them . In short , they require metrics . Managers must select , calculate , and explain key business metrics . They must understand how each is constructed and how to use it in decision - making . Witness the ...
... formulas, and a brief description of the metrics covered. Next, in a passage titled Construction, we explore the issues surrounding these metrics, including their formulation, application, interpretation, and strategic ramifications. We ...
... , on the back of the proverbial envelope . More complex or intensive computations may require a spreadsheet . Nothing further should be needed . Reference Materials Throughout this text , we have highlighted formulas.
... formulas and definitions for easy reference . We have also included outlines of key terms at the beginning of each chapter and section . Within each formula , we have followed this notation to define all inputs and outputs ...
... formula . Purchases can be either units or revenues . acceptance of the brand within its category . Level of commitment to a brand by its existing customers . 2.6 Usage Index The ratio of average category purchases of customers of 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 | |