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 79
... marketing , or argue which concepts are more important than any others . Some common ways of translating concepts into metrics are shown below in Table 1.1 . Concept Loyalty Distribution Market Concentration Metric ( s ) Share of ...
... Marketing Metrics : Marketing at the Core of the Organization The central issues addressed by the metrics in this book are as follows : □ Chapter 2 - Share of Hearts , Minds , and Markets : Customer perceptions , market share , and ...
... Share of Hearts , Minds , and Markets 3.2 Channel Margins 2.1 Revenue Market Share 3.3 Average Price per Unit 2.1 Unit Market Share 3.3 Price Per Statistical Unit 2.2 Relative Market Share 3.4 2.3 Brand Development Index 3.5 2.3 ...
... Share of Voice Pricing Strategy 9.7 Advertising Elasticity of 7.1 Price Premium Demand 7.2 Reservation Price 7.2 Percent Good Value 7.3 Price Elasticity of Demand Metric Revenue Market Share Unit Market Share Relative Market Share.
... Share. of. Hearts,. Minds,. and. Markets. Introduction. Key concepts covered in this chapter: Market Share Relative Market Share Market Concentration Brand Development Index (BDI) Category Development Index (CDI) Penetration Share of ...
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 | |