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 86
... Revenue Market Share 3.3 Average Price per Unit 2.1 Unit Market Share 3.3 Price Per Statistical Unit 2.2 Relative ... Revenues 2.4 Brand Penetration 2.4 Penetration Share 4.1 2.5 Share of Requirements 4.1 2.6 Usage Index 4.1 Product and ...
... Voice Pricing Strategy 9.7 Advertising Elasticity of 7.1 Price Premium Demand 7.2 Reservation Price 7.2 Percent Good Value 7.3 Price Elasticity of Demand Metric Revenue Market Share Unit Market Share Relative Market Share.
... Revenue Market Share Unit Market Share Relative Market Share Brand Development Index Category Development Index Decomposition of Market Share Category Penetration. Construction Sales revenue as a percentage of market sales revenue ...
... revenue consideration not relevant . Based on population . Therefore , unit / revenue consideration not relevant . Calculation of market share . Competitive analysis . Historical trends analysis . Formulation of marketing objectives ...
... revenues . acceptance of the brand within its category . Level of commitment to a brand by its existing customers . 2.6 ... revenue sales . Measures relative usage of a category by customers of a specific brand . 2.7 Hierarchy of Effects ...
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 | |