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
... purchase from instead . It is important to consider what exactly you are measuring and what metric fits your precise definition best . Keeping a clear distinction between concepts , operational definitions , and metrics is surprisingly ...
... Purchase Intentions 4.4 2.7 Purchase Habits 4.5 Brand Equity Metrics Conjoint Utilities 2.7 Loyalty 4.6 Segment Utilities 2.7 Likeability 4.7 2.8 Willingness.
... purchases as a percentage of total category purchases by buyers of that brand . Also the percentage Comparative of ... Purchase Intentions Probability of. intentions to try ; buy ; trial , repeat . of customer decision process . 2.8 ...
... Purchase Intentions Probability of To estimate intention to purchase. Awareness Percentage of total population that is aware of a brand . Top of Mind First brand to consider . Ad Awareness Knowledge Percentage of total population that is ...
... purchase . 2.7 Purchase Habits Frequency of probability of Measures pre - shopping purchase , aggregate disposition to and analyze ratings purchase . of stated intentions ( for example , top two boxes ) . May vary widely Helps identify ...
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 | |