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 85
... percentage of Fortune 500 CEOs—lack deep experience in this field. Marketing executives, for their part, often fail to develop the quantitative, analytical skills needed to manage productivity. Right-brain thinkers may devise creative ...
... percentage . $ -Dollar . % -Percentage . # -Count . R - Rating . I - Index . References and Suggested Further Reading Abela , Andrew , Bruce H. Clark , and Tim Ambler . " Marketing Performance Measurement , Performance , and Learning ...
... percentage of market sales revenue . Considerations Scope of market Purpose Measure of level analyzed . Before / after discounts . Time Unit sales as a percentage of market unit sales . period covered . Scope of market Measure of level ...
... Percentage of total population that is aware of a. Category sales in a specified segment , compared with sales of ... percentage of total population . a brand as a percentage of total population . Based on population . Therefore , unit ...
... percentage of total category purchases by buyers of that brand . Also the percentage Comparative of category buyers who bought the brand . A component of the market share formula . Purchases can be either units or revenues . acceptance ...
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 | |