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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... users to convert it to knowledge . To do this we recommend considering how the information you have extracted , such as the metrics you have calculated , can be presented in a user - friendly way . There are now many companies , e.g. ...
... User 10.10 Email Metrics Table 1.2 Major Metrics List In organizing the text in this way , our goal is straightforward : Most of the metrics in this book have broad implications and multiple layers of interpretation . Doctoral theses ...
... users . 2.7 Loyalty include share of requirements , willingness to 2.7 Likeability pay premium , willingness to search . Generally measured via ratings across a number of scales . is not a formal metric , but specific metrics measure ...
... users from their competitors or by expanding the total population of category users , attracting new customers to the market . Penetration metrics help indicate which of these strategies would be most appropriate and help managers to ...
... users / larger customers versus light users / smaller customers ) Construction Share of Requirements : A given brand's share of purchases in its category , measured solely among customers who have purchased that brand . Also known as ...
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 | |