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 71
... potential to be valuable if approached in the right way . How can we extract the information from the data we have ? ( Clearly the marketer should ensure they have the legal and ethical right to use the data in this manner . Consent is ...
... potentially useful. However, we are now less convinced that the survey results are useful, because metric use and understanding remains an awfully long way from where we want to be. In this third edition we have therefore concentrated ...
... potential pitfalls in their use. Toward that end, we also examine the assumptions underlying these metrics. Finally, we close each section with a brief survey of Related Metrics and Concepts. Online , Email , and Mobile Metrics ...
... Potential Forecast 8.1 Incremental Sales / Promotion Lift 6.2 Sales Goal 8.2 6.3 Sales Force Effectiveness Redemption Rates 6.4 Compensation 8.2 Costs for Coupons and Rebates 6.4 Break - Even Number of 8.2 Employees Percentage Sales ...
... 2.1 Market Share Market. 2.8 Willingness to Recommend Generally measured Nonlinear in via ratings across a impact . 1-5 scale . Shows strength of loyalty , potential impact on others . Market Total 50.0 € 937,500 In the market for small.
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 | |