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 83
... period covered . Scope of market Measure of level analyzed . Brand market share divided by largest competitor's market share . Brand sales in a specified segment , compared with sales of that brand in the market as a whole . Time period ...
... period covered . Requirements # Usage Index . Purchasers of a product category as a percentage of total population . a brand as a percentage of total population . Based on population . Therefore , unit / revenue consideration not ...
... period measured will affect the signal-to-noise ratio: In analyzing short- term market dynamics, such as the effects of a promotion or a recent price change, managers may find it useful to measure market share over a brief period of ...
... period , divided by the size of the relevant market population . Market Penetration ( % ) = Customers Who Have Purchased a Product in the Category ( # ) Total Population ( # ) Brand Penetration ( % ) Customers Who Have Purchased the ...
... period . The longer the time period , the higher will be the calculated penetration . Penetration share can be thought of as the share of category households that bought the brand . Thus a brand's penetration share can never be greater ...
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 | |