Home > Store > Home & Office Computing > The Web/Virtual Worlds/Social Networking

Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3rd Edition

Register your product to gain access to bonus material or receive a coupon.

Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3rd Edition

Best Value Purchase

Book + eBook Bundle

  • Your Price: $59.39
  • List Price: $98.98
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

More Purchase Options

Book

  • Your Price: $43.99
  • List Price: $54.99
  • Usually ships in 24 hours.

eBook (Watermarked)

  • Your Price: $35.19
  • List Price: $43.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

About

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

Description

  • Copyright 2016
  • Dimensions: 7" x 9-1/8"
  • Pages: 464
  • Edition: 3rd
  • Book
  • ISBN-10: 0-13-408596-5
  • ISBN-13: 978-0-13-408596-8

Today’s Definitive Guide to Marketing Metrics

Choosing Them, Implementing Them, Applying Them

  • New quantitative formulas, applications, and analytical techniques
  • Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more
  • All-new chapter on leveraging today’s rich online, email, and mobile metrics
  • Expert guidance for clarifying what to measure, and testing reliability and validity

Now extensively updated, this award-winning book will help you apply today’s most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

You’ll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each 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 modeling techniques to optimize every decision you make.

A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even “likes.” This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data.

www.management-by-the-numbers.com

Marketing Metrics, Third 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 adds a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate today’s many new metrics to gain usable and trustworthy information. The authors have added new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.” You’ll also find updated and expanded discussions of prioritizing the right metrics for your business, and ensuring the information you capture is valid, reliable, and actionable.

Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

Gain a deep and thorough understanding of Marketing ROI (MROI)

Quantify how your marketing spending actually contributes to profits

Understand and apply web/online metrics far more effectively

Get actionable knowledge from new web, rich media, and social metrics—including Google Analytics

Measure what matters, and measure it reliably

Choose the right metrics, and ensure accurate, valid data for decision-making

Sample Content

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

Acknowledgments    ix

About the Authors    xi

Foreword    xiii

Foreword to Third Edition    xv

1: INTRODUCTION    1

2: SHARE OF HEARTS, MINDS, AND MARKETS    17

3: MARGINS AND PROFITS    67

4: PRODUCT AND PORTFOLIO MANAGEMENT    111

5: CUSTOMER PROFITABILITY    157

6: SALES FORCE AND CHANNEL MANAGEMENT    185

7: PRICING STRATEGY    225

8: PROMOTION    271

9: ADVERTISING METRICS    295

10: ONLINE, EMAIL, AND MOBILE METRICS    325

11: MARKETING AND FINANCE    363

12: THE MARKETING METRICS X-RAY AND TESTING    383

13: SYSTEM OF METRICS    401

Bibliography    417

Endnotes    421

Index    429

Updates

Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership