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 90
... measure and exactly how to measure it . That's where Marketing Metrics comes in . In its first two editions , I've found it to be the most comprehensive and authoritative guide to defining , constructing , and using the metrics every ...
... measuring system that quantifies a trend, dynamic, or characteristic.1 In virtually all disciplines, practitioners ... measure it, when you cannot express it in numbers, your knowledge is of a meager and unsatisfactory kind: it may be ...
... measure it , you can't manage it . " 4 1.3 Marketing Metrics : Opportunities , Performance , and Accountability Marketers are by no means immune to the drive toward quantitative planning and evaluation . Marketing may once have been ...
... measure something when you don't know what exactly you are trying to measure . We , therefore , suggest that the first thing a marketer needs to establish is a clear definition of what they are trying to measure . Watt and van den Berg ...
... measures both a consumer's loyalty in the sense of attachment and differentiation , the fact that the product is ... measuring and what metric fits your precise definition best . Keeping a clear distinction between concepts , operational ...
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 | |