Marketing Metrics
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:
Important new coverage of intangible assets
A rigorous and practical discussion of quantifying the value of information
More detail on measuring brand equity
A complete separate chapter on web, SEM, mobile, and "digital" metrics
An up-to-date survey of free metrics available from Google and elsewhere
Expanded coverage of methodologies for quantifying marketing ROI
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 each 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."
Table of Content
Acknowledgments
About the Authors
Foreword
Foreword to Third Edition
1: INTRODUCTION
2: SHARE OF HEARTS, MINDS, AND MARKETS
3: MARGINS AND PROFITS
4: PRODUCT AND PORTFOLIO MANAGEMENT
5: CUSTOMER PROFITABILITY
6: SALES FORCE AND CHANNEL MANAGEMENT
7: PRICING STRATEGY
8: 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
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Salient Features
The most comprehensive guide to accurately measuring marketing performance and ROI — now extensively updated to reflect new techniques and even more practical experience
- Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications
- Now updated with better ways to manage intangible assets, information, and brand equity
- Now contains a full separate chapter on web, SEM, mobile, and "digital" metrics
- Shows how to make the most of the newest free metrics from Google and elsewhere
- Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more"
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