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
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... Share of Requirements ( SOR ) , Willingness to Pay ( WTP ) All Commodity Volume ( ACV ) , Total ACV Three - firm concentration ratio , Herfindahl Index Table 1.1 Common Metrics Used to Track Important Concepts Note in Table 1.1 that ...
... Share 3.7 Target Volume 2.4 Market Penetration 3.7 Target 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 Portfolio Management Trial Repeat Volume Penetration 2.7 ...
... Share Relative Market Share Market Concentration Brand Development Index (BDI) Category Development Index (CDI) Penetration Share of Requirements ... share of wallet. Three out of five consumers shopped for gifts at Wal- Mart this past ...
... share of requirements. Probing the dynamics behind market share, we'll explore measures of awareness, attitude, and usage—major factors in the decision-making process by which customers select one brand over another. We'll discuss ...
... 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 that category ...
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 | |