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
... investment and are willing to be held accountable. In recent years, manufacturing, procurement and logistics have all tightened their belts in the cause of improved productivity. As a result, marketing expenditures account for a larger ...
... investment needed to realize them . Marketers must quantify the value of products , customers , and distribution channels -all under various pricing and promotional scenarios . Increasingly , marketers are held accountable for the ...
... Investment 9.5 Effective Frequency ( GMROII ) 9.6 Share of 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 ...
... Investment ( ROI ) 10.4 Cost per Order 11.3 Economic Profit ( aka EVA ) 10.4 Cost per Customer Acquired 11.4 Payback 10.5 Visits 11.4 Net Present Value ( NPV ) 10.5 Visitors 11.4 10.5 Abandonment Rate 11.5 10.6 Bounce Rate ( Web site ) ...
... investment . The cash for that investment may be generated by cash cows , products with high relative shares in low - growth markets . Problem child products may have potential for future growth but hold weak competitive positions ...
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 | |