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 84
... Unit 2.1 Unit Market Share 3.3 Price Per Statistical Unit 2.2 Relative Market Share 3.4 2.3 Brand Development Index ... Sales Share 3.7 Target Volume 2.4 Market Penetration 3.7 Target Revenues 2.4 Brand Penetration 2.4 Penetration Share ...
... Unit Margin 5.4 3.1 Margin ( % ) Prospect Lifetime Value 5.5 Average Acquisition Cost 7.4 Optimal Price 5.5 Average Retention Cost 7.5 Residual Elasticity Sales Force and Channel Management Promotion 6.1 Workload 8.1 Baseline Sales 6.1 ...
... unit sales or number of competitors . R- ( Rating ) : Expressed on a scale that translates qualitative judgments or preferences into numeric ratings . Example : A survey in which customers are asked to assign a rating of " 1 " to items ...
... unit or revenue shares . Can use either unit or revenue sales . Assesses comparative market strength . Regional or segment differences in brand purchases and consumption . Category sales in a specified segment , compared with sales.
... sales in a specified segment , compared with sales of that category in the market as a whole . Can use either unit or revenue sales . Regional or segment differences in category purchases and consumption . Penetration Share * Share 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 | |