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
... PROMOTION 9 ADVERTISING METRICS 10 ONLINE, EMAIL, AND MOBILE METRICS 11 MARKETING AND FINANCE 12 THE MARKETING METRICS X-RAY AND TESTING 13 SYSTEM OF METRICS Bibliography Endnotes Index Acknowledgments We hope this book will be a step ...
... promotional scenarios . Increasingly , marketers are held accountable for the financial ramifications of their decisions . Observers have noted this trend in graphic terms : " For years , corporate marketers have walked into budget ...
... promotional strategy, advertising, and distribution, for example. Each chapter is composed of sections devoted to specific concepts and calculations. We must present these metrics in a sequence that will appear somewhat arbitrary. In ...
... Promotions The Trade Advertising Agency Figure 1.1 Marketing Metrics : Marketing at the Core of the Organization The central issues addressed by the metrics in this book are as follows : □ Chapter 2 - Share of Hearts , Minds , and ...
... Promotion : Temporary price promotions , coupons , rebates , and trade allowances . Chapter 9 — Advertising Metrics : The central measures of advertising coverage and effectiveness , including reach , frequency , rating points , and ...
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 | |