Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
Strategy + Business "Best Books in Marketing" award winner - now fully updated!\ 30% more coverage: from social media and brand equity to modeling for better decision-making\ Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more\ This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.\...
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The Definitive Guide to the New State-of-the-Art in Marketing Metrics Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.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 and channels; and more.This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning—and optimize every marketing decision you make.Choose the right metric for every marketing challenge Understand the full spectrum of marketing metrics: pros, cons, nuances, and applicationGain a deep and thorough understanding of marketing profitabilityQuantify the profitability of products, customers, channels, and marketing initiativesAssess web and social media effectiveness, accurately and in detailMeasure everything from “bounce rates” to the growth of your web communitiesLink marketing to your enterprise financial metricsUnderstand your true return on marketing investment—and enhance itThis award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.You’ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs—and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.• Strategy + Business “Best Books in Marketing” award winner—now fully updated!• 30% more coverage: from social media and brand equity to modeling for better decision-making• Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more
Ch. 1 Introduction 1Ch. 2 Share of Hearts, Minds, and Markets 27Ch. 3 Margins and Profits 65Ch. 4 Product and Portfolio Management 109Ch. 5 Customer Profitability 153Ch. 6 Sales Force and Channel Management 181Ch. 7 Pricing Strategy 219Ch. 8 Promotion 263Ch. 9 Advertising Media and Web Metrics 287Ch. 10 Marketing and Finance 337Ch. 11 The Marketing Metrics X-Ray 357Ch. 12 System of Metrics 369Appendix A Survey of Managers' Use of Metrics 385Bibliography 393Endnotes 397
