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 54
... ratio of fact to speculation . What do we actually know vs. what do we only think we know ? The best approach we've found is to determine our key performance indicators , and then measure how we are doing against them on a regular basis ...
... ratio , Herfindahl Index Table 1.1 Common Metrics Used to Track Important Concepts Note in Table 1.1 that willingness to pay ( WTP ) measures both a consumer's loyalty in the sense of attachment and differentiation , the fact that the ...
... Ratio 9.2 Cost per Thousand 6.7 Out of Stock Impressions ( CPM ) 6.7 Inventories 9.3 Net Reach 6.8 Markdowns 9.3 Average Frequency 6.8 Direct Product Profitability 9.4 Frequency Response ( DPP ) Functions 6.8 Gross Margin Return on 9.5 ...
... ratio? In a metric as important as market share, and in one as closely monitored for changes and trends, the answers to such questions are crucial. In this chapter, we will address them and also introduce key components of market share ...
... ratio of 2.5 Share of Requirements. Category Development Index Decomposition of Market Share Category Penetration Awareness Percentage of total population that is aware of a. Category sales in a specified segment , compared with sales of ...
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 | |