Introduction to Marketing Metrics

Jan 20, 2010

📄 Contents

␡

1.1 What Is a Metric?
1.2 Why Do You Need Metrics?
1.3 Marketing Metrics: Opportunities, Performance, and Accountability
1.4 Choosing the Right Numbers
1.5 Mastering Metrics
1.6 Marketing Metrics Survey

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This chapter is from the book 

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition

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1.6 Marketing Metrics Survey

Why Do a Survey of Which Metrics Are Most Useful?

From the beginning of our work on this book, we have fielded requests from colleagues, editors, and others to provide a short list of the "key" or "top ten" marketing metrics. The intuition behind this request is that readers (managers and students) ought to be able to focus their attention on the "most important" metrics. Until now we have resisted that request.

Our reasons for not providing the smaller, more concentrated list of "really important" metrics are as follows. First, we believe that any ranking of marketing metrics from most to least useful will depend on the type of business under consideration. For example, marketers of business-to-business products and services that go to market through a direct sales force don't need metrics that measure retail availability or dealer productivity.

The second reason we believe that different businesses will have different rankings is that metrics tend to come in matched sets. For example, if customer lifetime value is important to your business (let's say, financial services), then you are likely to value measures of retention and acquisition costs as well. The same notion applies to retail, media, sales force, and Web traffic metrics. If some of these are important to you, others in the same general categories are likely to be rated as useful, too.

Third, businesses don't always have access (at a reasonable cost) to the metrics they would like to have. Inevitably, some of the rankings presented will reflect the cost of obtaining the data that underlie the particular metrics.

Fourth, some metrics might be ranked lower, but ultimately prove to be useful, after managers fully understand the pros and cons of a particular metric. For example, many believe that Economic Value Added (EVA) is the "gold standard" of profitability metrics, but it ranks far below other financial performance measures such as ROI. We believe one reason for the low ranking of EVA is that this metric is less applicable at the "operating level" than for overall corporate performance. The other reason is that the measure is relatively new, and many managers don't understand it as well. Customer Lifetime Value is another metric that is gaining acceptance, but is still unfamiliar to many managers. If all these metrics were well understood, there would be no need for a book of this type.

In summary, while we believe the rankings resulting from our survey can be useful, we ask readers to keep the above points in mind. We report in Tables 1.2 (page 13) and 1.3 (page 21) the overall ranking of the usefulness of various metrics as well as the different rankings for different types of businesses and different categories of metrics. Although no business is likely to be exactly like yours, we thought readers might find it useful to see what other marketers thought which metrics were most useful in monitoring and managing their businesses. For a look at the complete survey, see Appendix A.

Table 1.2. Survey of Senior Marketing Managers on the Perceived Usefulness of Various Marketing Metrics (n = 194)

			All Who Responded to Question	Customer Relationship	What Does Your Business Sell?	Who Are Your Customers?
Group				Contract	Frequent Purchase	Infrequent Purchase	Products	Services	Mixed	End Consumers	Business	Mixed
# of People in Group			194	65	69	41	105	36	31	44	85	48
Metric	Question Number	Chapter in Book	% Saying Very Useful	Rank	Rank	Rank	Rank	Rank	Rank	Rank	Rank	Rank	Rank
Net Profit	Q8.10#1	10	91%	1	1	1	1	1	1	1	1	1	1
Margin %	Q8.3#2	3	78%	2	10	2	3	2	6	2	2	3	6
Return on Investment	Q8.10#3	10	77%	3	4	5	2	3	5	3	3	2	8
Customer Satisfaction	Q8.2#12	2	71%	4	2	17	11	13	3	5	19	6	4
Target Revenues	Q8.4#2	3	71%	5	8	12	5	12	8	3	13	7	6
Sales Total	Q8.6#3	6	70%	6	7	10	8	10	8	8	16	3	12
Target Volumes	Q8.4#1	3	70%	7	5	6	11	8	13	10	8	7	10
Return on Sales	Q8.10#2	10	69%	8	12	12	3	9	17	8	4	17	2
Loyalty	Q8.2#8	2	69%	9	70	71	98	4	11	17	13	5	16
Annual Growth %	Q8.4#7	4	69%	10	13	3	11	7	11	15	8	10	10
Dollar Market Share	Q8.1#1	2	67%	11	13	7	7	5	13	21	8	11	13
Customers	Q8.5#1	5	67%	12	5	16	11	19	4	5	26	13	3
Unit Margin	Q8.3#1	3	65%	13	17	9	5	11	21	10	13	12	13
Retention Rate	Q8.5#3	5	63%	14	3	26	26	28	2	5	76	9	5
Sales Potential Forecast	Q8.6#2	6	62%	15	11	18	11	17	18	10	23	14	18
Unit Market Share	Q8.1#2	2	61%	16	23	4	16	5	54	30	8	18	17
Brand Awareness	Q8.2#1	2	61%	17	23	7	16	14	33	10	4	25	9
Variable and Fixed Costs	Q8.3#6	3	60%	18	15	11	32	15	8	30	19	21	13
Willingness to Recommend	Q8.2#10	2	57%	19	9	32	26	30	6	19	36	16	29
Volume Projections	Q8.4#6	4	56%	20	23	14	21	16	31	24	45	15	27
Sales Force Effective	Q8.6#4	6	54%	21	21	22	21	25	31	15	42	23	18
Price Premium	Q8.8#1	7	54%	22	28	27	8	23	33	17	56	19	25
Marketing Spending	Q8.3#7	3	52%	23	51	15	16	18	67	21	6	46	21
Average Price per Unit	Q8.3#4	3	51%	24	23	23	32	21	33	38	27	26	25
Penetration	Q8.4#5	4	50%	25	39	19	21	22	54	24	39	24	32
Top of Mind	Q8.2#2	2	50%	26	33	25	26	30	33	30	39	27	21
Compensation	Q8.6#5	6	49%	27	17	30	52	32	18	46	42	20	58
Return on Marketing Investment (ROMI)	Q8.10#8	10	49%	27	47	32	8	26	45	24	19	39	24
Consumer Beliefs	Q8.2#5	2	48%	29	33	35	21	47	21	10	30	29	36
Contribution Margin %	Q8.3#9	3	47%	30	56	21	21	29	46	24	45	32	21
Net Present Value	Q8.10#6	10	46%	31	31	37	26	39	27	20	39	41	20
Market Penetration	Q8.1#6	2	45%	32	17	41	58	38	41	38	45	35	33
Sales Funnel, Sales Pipeline	Q8.6#7	6	44%	33	17	60	32	54	21	21	74	21	58
Relative Market Share	Q8.1#3	2	44%	34	36	38	40	32	33	65	58	41	27
Purchase Habits	Q8.2#7	2	43%	35	39	35	43	27	41	80	30	29	69
Inventories	Q8.7#7	6	43%	36	62	20	48	20	109	59	24	45	46
Likeability	Q8.2#9	2	43%	37	28	54	38	47	21	46	45	37	39
Effective Reach	Q8.9#6	9	42%	38	48	40	32	37	46	44	7	61	46
Economic Profit (EVA)	Q8.10#4	10	41%	39	31	63	26	50	27	30	71	36	38
Impressions	Q8.9#1	9	41%	40	36	61	26	50	41	24	19	64	29
Customer Profit	Q8.5#4	5	41%	41	16	69	52	59	18	54	73	28	46
Optimal Price	Q8.8#5	7	41%	42	39	47	36	36	46	46	45	49	36
Payback	Q8.10#5	10	41%	42	51	51	20	54	27	43	67	34	44
Incremental Sales or Promotional Lift	Q8.8#8	8	41%	44	66	24	52	24	96	65	24	50	51
Consumer Knowledge	Q8.2#4	2	40%	45	36	57	43	64	21	30	58	37	51
Contribution per Unit	Q8.3#8	3	40%	46	71	29	48	39	62	46	63	54	29
Break-Even Sales	Q8.3#10	3	40%	46	51	39	43	43	40	59	58	41	46
Customer Lifetime Value	Q8.5#5	5	39%	48	23	77	40	69	21	30	76	46	33
Price Elasticity	Q8.8#4	7	39%	48	71	31	38	35	72	54	34	56	39
Purchase Intentions	Q8.2#6	2	39%	50	54	67	19	62	41	30	45	32	79
Growth CAGR	Q8.4#8	4	38%	51	45	32	74	41	54	72	83	31	45
Internal Rate of Return	Q8.10#7	10	38%	52	44	63	36	66	27	29	71	53	35
Effective Frequency	Q8.9#7	9	37%	53	56	52	43	45	67	44	12	74	46
Visitors	Q8.9#15	9	37%	54	39	58	58	60	46	38	53	51	62
Average Acquisition Cost	Q8.5#7	5	36%	55	21	95	43	77	13	38	83	41	43
Share of Voice	Q8.9#8	9	36%	55	66	43	52	45	62	64	33	72	39
Visits	Q8.9#14	9	36%	57	39	58	66	61	46	38	53	55	51
Workload	Q8.6#1	6	36%	58	50	48	66	53	54	59	79	40	58
Repeat Volume	Q8.4#4	4	36%	59	56	46	58	50	54	65	64	52	58
Clickthrough Rate	Q8.9#10	9	35%	60	33	61	77	63	33	54	29	67	51
Baseline Sales	Q8.8#7	8	34%	61	71	42	56	42	72	80	45	56	69
Total Distribution	Q8.7#4	6	34%	62	84	43	48	44	96	59	28	66	69
Net Reach	Q8.9#4	9	34%	62	62	48	66	58	72	51	37	62	62
Brand Penetration	Q8.1#7	2	34%	64	62	54	62	47	62	75	30	69	62
Out of Stock %	Q8.7#6	6	33%	65	86	27	88	34	109	86	18	64	85
Average Retention Cost	Q8.5#8	5	33%	66	30	98	40	82	13	51	91	48	51
Product Category Volume	Q8.7#3	6	33%	67	84	45	57	57	92	58	62	62	51
Cost per Customer Acquired	Q8.9#13	9	32%	68	48	72	66	70	54	51	74	60	51
Average Frequency	Q8.9#5	9	31%	69	76	48	71	54	83	75	16	77	86
Channel Margin	Q8.3#3	3	30%	70	66	80	48	70	83	37	67	82	39
Direct Product Profitability	Q8.7#9	6	30%	71	76	56	62	67	72	54	66	69	62
Recency	Q8.5#2	5	29%	72	56	74	71	75	33	80	94	59	62
Cost per Thousand Impression	Q8.9#3	9	28%	73	62	81	62	70	62	75	38	83	75
Pageview	Q8.9#9	9	28%	74	45	84	88	87	54	46	56	83	69
Cost per Click	Q8.9#11	9	27%	75	56	86	77	79	46	65	53	88	75
Brand Equity Metrics	Q8.4#10	4	26%	76	76	76	77	68	72	89	58	90	74
Markdowns	Q8.7#8	6	26%	77	96	52	84	65	106	80	34	90	86
Cannibalization Rate	Q8.4#9	4	24%	78	88	65	95	74	83	97	78	76	91
Abandonment Rate	Q8.9#16	9	24%	79	56	90	95	90	62	71	81	87	68
Ad Awareness	Q8.2#3	2	23%	80	76	88	77	78	72	80	64	104	75
Cost per Order	Q8.9#12	9	23%	81	71	91	74	90	67	65	95	73	75
Gross Rating Points	Q8.9#2	9	23%	82	88	91	58	84	67	80	42	99	92
Break-Even Number of Employees	Q8.6#6	6	23%	83	66	96	71	100	46	59	85	69	96
Hierarchy of Effects	Q8.1#11	2	23%	84	81	83	84	80	72	86	92	83	69
Numeric Distribution %	Q8.7#1	6	22%	85	108	75	62	73	106	103	69	89	97
All Commodity Volume	Q8.7#2	6	22%	85	96	67	93	75	83	89	69	78	104
Penetration Share	Q8.1#8	2	22%	87	76	93	74	84	72	75	95	75	79
Brand Development Index	Q8.1#4	2	21%	88	91	79	94	89	83	75	80	94	79
Prospect Lifetime Value	Q8.5#6	5	21%	89	81	106	66	95	46	104	98	67	97
Percentage Sales on Deal	Q8.8#12	8	21%	89	91	82	87	92	83	72	87	79	92
Willingness to Search	Q8.2#13	2	20%	91	71	102	77	86	72	107	85	79	100
Trial Volume	Q8.4#3	4	19%	92	90	72	108	82	96	97	90	79	103
Net Promoter Score	Q8.2#11	2	19%	93	55	101	103	94	61	107	106	58	109
Facings	Q8.7#5	6	19%	94	99	66	105	81	72	107	45	99	110
Redemption Rates	Q8.8#9	8	19%	95	102	69	100	92	96	104	82	94	92
Cost of Coupons/ Rebates	Q8.8#10	8	19%	95	102	77	90	87	96	97	87	102	79
Category Development Index	Q8.1#5	2	18%	97	95	87	103	97	83	86	99	92	79
Reservation Price	Q8.8#2	7	17%	98	99	93	84	96	72	89	100	86	99
GMROII	Q8.7#10	6	16%	99	102	84	99	98	96	89	87	94	100
Percent Good Value	Q8.8#3	7	16%	99	91	108	77	107	67	72	100	109	62
Percentage Sales with Coupon	Q8.8#11	8	16%	99	109	88	90	98	96	89	93	105	86
Price per Statistical Unit	Q8.3#5	3	16%	102	91	102	90	104	83	65	104	94	79
Conjoint Utilities	Q8.4#11	4	14%	103	81	99	108	101	92	89	107	94	89
Residual Elasticity	Q8.8#6	7	14%	104	98	109	77	102	92	97	109	92	92
Percent Time on Deal	Q8.8#13	8	14%	105	102	96	95	105	96	89	97	102	104
Conjoint Utilities & Volume Projection	Q8.4#12	4	13%	106	87	99	108	103	92	89	103	105	89
Pass-Through	Q8.8#15	8	11%	107	102	107	100	108	83	97	102	108	100
Share of Requirements	Q8.1#9	2	10%	108	102	102	105	106	106	106	108	99	108
Average Deal Depth	Q8.8#14	8	10%	109	110	105	100	109	96	97	105	107	104
Heavy Usage Index	Q8.1#10	2	6%	110	101	110	107	110	96	110	110	110	104

Table 1.3. Ranking of Metrics by Category/Chapter (See Appendix A for complete survey)

Metric	Section in Survey	Question Number	Chapter in Book	% Saying Very Useful	Ranking in Survey Section
Dollar Market Share	1	Q8.1#1	2	67%	1
Unit Market Share	1	Q8.1#2	2	61%	2
Market Penetration	1	Q8.1#6	2	45%	3
Relative Market Share	1	Q8.1#3	2	44%	4
Brand Penetration	1	Q8.1#7	2	34%	5
Hierarchy of Effects	1	Q8.1#11	2	23%	6
Penetration Share	1	Q8.1#8	2	22%	7
Brand Development Index	1	Q8.1#4	2	21%	8
Category Development Index	1	Q8.1#5	2	18%	9
Share of Requirements	1	Q8.1#9	2	10%	10
Heavy Usage Index	1	Q8.1#10	2	6%	11
Customer Satisfaction	2	Q8.2#12	2	71%	1
Loyalty	2	Q8.2#8	2	69%	2
Brand Awareness	2	Q8.2#1	2	61%	3
Willingness to Recommend	2	Q8.2#10	2	57%	4
Top of Mind	2	Q8.2#2	2	50%	5
Consumer Beliefs	2	Q8.2#5	2	48%	6
Purchase Habits	2	Q8.2#7	2	43%	7
Likeability	2	Q8.2#9	2	43%	8
Consumer Knowledge	2	Q8.2#4	2	40%	9
Purchase Intentions	2	Q8.2#6	2	39%	10
Ad Awareness	2	Q8.2#3	2	23%	11
Willingness to Search	2	Q8.2#13	2	20%	12
Net Promoter Score	2	Q8.2#11	2	19%	13
Margin %	3	Q8.3#2	3	78%	1
Unit Margin	3	Q8.3#1	3	65%	2
Variable and Fixed Costs	3	Q8.3#6	3	60%	3
Marketing Spending	3	Q8.3#7	3	52%	4
Average Price per Unit	3	Q8.3#4	3	51%	5
Contribution Margin %	3	Q8.3#9	3	47%	6
Contribution per Unit	3	Q8.3#8	3	40%	7
Break-Even Sales	3	Q8.3#10	3	40%	8
Channel Margin	3	Q8.3#3	3	30%	9
Price per Statistical Unit	3	Q8.3#5	3	16%	10
Target Revenues	4	Q8.4#2	3	71%	1
Target Volumes	4	Q8.4#1	3	70%	2
Annual Growth %	4	Q8.4#7	4	69%	3
Volume Projections	4	Q8.4#6	4	56%	4
Penetration	4	Q8.4#5	4	50%	5
Growth CAGR	4	Q8.4#8	4	38%	6
Repeat Volume	4	Q8.4#4	4	36%	7
Brand Equity Metrics	4	Q8.4#10	4	26%	8
Cannibalization Rate	4	Q8.4#9	4	24%	9
Trial Volume	4	Q8.4#3	4	19%	10
Conjoint Utilities	4	Q8.4#11	4	14%	11
Conjoint Utilities & Volume Projection	4	Q8.4#12	4	13%	12
Customers	5	Q8.5#1	5	67%	1
Retention Rate	5	Q8.5#3	5	63%	2
Customer Profit	5	Q8.5#4	5	41%	3
Customer Lifetime Value	5	Q8.5#5	5	39%	4
Average Acquisition Cost	5	Q8.5#7	5	36%	5
Average Retention Cost	5	Q8.5#8	5	33%	6
Recency	5	Q8.5#2	5	29%	7
Prospect Lifetime Value	5	Q8.5#6	5	21%	8
Sales Total	6	Q8.6#3	6	70%	1
Sales Potential Forecast	6	Q8.6#2	6	62%	2
Sales Force Effective	6	Q8.6#4	6	54%	3
Compensation	6	Q8.6#5	6	49%	4
Sales Funnel, Sales Pipeline	6	Q8.6#7	6	44%	5
Workload	6	Q8.6#1	6	36%	6
Break-Even Number of Employees	6	Q8.6#6	6	23%	7
Inventories	7	Q8.7#7	6	43%	1
Total Distribution	7	Q8.7#4	6	34%	2
Out of Stock % (OOS)	7	Q8.7#6	6	33%	3
Product Category Volume (PCV)	7	Q8.7#3	6	33%	4
Direct Product Profitability (DPP)	7	Q8.7#9	6	30%	5
Markdowns	7	Q8.7#8	6	26%	6
Numeric Distribution %	7	Q8.7#1	6	22%	7
All Commodity Volume (ACV)	7	Q8.7#2	6	22%	8
Facings	7	Q8.7#5	6	19%	9
Gross Margin Return on Inventory Investment (GMROII)	7	Q8.7#10	6	16%	10
Price Premium	8	Q8.8#1	7	54%	1
Optimal Price	8	Q8.8#5	7	41%	2
Incremental Sales or Promotional Lift	8	Q8.8#8	8	41%	3
Price Elasticity	8	Q8.8#4	7	39%	4
Baseline Sales	8	Q8.8#7	8	34%	5
Percentage Sales on Deal	8	Q8.8#12	8	21%	6
Redemption Rates	8	Q8.8#9	8	19%	7
Cost of Coupons/Rebates	8	Q8.8#10	8	19%	8
Reservation Price	8	Q8.8#2	7	17%	9
Percent Good Value	8	Q8.8#3	7	16%	10
Percentage Sales with Coupon	8	Q8.8#11	8	16%	11
Residual Elasticity	8	Q8.8#6	7	14%	12
Percent Time on Deal	8	Q8.8#13	8	14%	13
Pass-Through	8	Q8.8#15	8	11%	14
Average Deal Depth	8	Q8.8#14	8	10%	15
Effective Reach	9	Q8.9#6	9	42%	1
Impressions	9	Q8.9#1	9	41%	2
Effective Frequency	9	Q8.9#7	9	37%	3
Visitors	9	Q8.9#15	9	37%	4
Share of Voice	9	Q8.9#8	9	36%	5
Visits	9	Q8.9#14	9	36%	6
Clickthrough Rate	9	Q8.9#10	9	35%	7
Net Reach	9	Q8.9#4	9	34%	8
Cost per Customer Acquired	9	Q8.9#13	9	32%	9
Average Frequency	9	Q8.9#5	9	31%	10
Cost per Thousand
Impression (CPM)	9	Q8.9#3	9	28%	11
Pageview	9	Q8.9#9	9	28%	12
Cost per Click (CPC)	9	Q8.9#11	9	27%	13
Abandonment Rate	9	Q8.9#16	9	24%	14
Cost per Order	9	Q8.9#12	9	23%	15
Gross Rating Points	9	Q8.9#2	9	23%	16
Net Profit	10	Q8.10#1	10	91%	1
Return on Investment (ROI)	10	Q8.10#3	10	77%	2
Return on Sales (ROS)	10	Q8.10#2	10	69%	3
Return on Marketing Investment (ROMI)	10	Q8.10#8	10	49%	4
Net Present Value (NPV)	10	Q8.10#6	10	46%	5
Economic Profit (EVA)	10	Q8.10#4	10	41%	6
Payback	10	Q8.10#5	10	41%	7
Internal Rate of Return (IRR)	10	Q8.10#7	10	38%	8

Survey Sample

Our survey was completed by 194 senior marketing managers and executives. More than 100 held the title of Vice President/Director/Manager or "Head" of Marketing, some with global responsibility. Most held titles such as VP of Marketing, Marketing Director, and Director Sales and Marketing. There were 10 presidents and C-level managers with heavy marketing responsibilities, and the remaining respondents included product/project/category managers, trade marketing managers, pricing managers, key account managers, development managers, and assistant/associate vice presidents.

Industries represented in our survey are too diverse to easily summarize. No more than 10 responses from a single industry were recorded, and the respondents listed their markets as aerospace, automobiles, banking, chemicals, consumer goods, construction, computers, consulting, education, industrial distribution, investments, government, health care, housing, insurance, information technology, manufacturing, materials, medical devices, paints, pharmaceuticals, retailing, software, telecommunications, and transportation. Roughly 20% of respondents did not provide a specific industry.

Survey questions asked respondents to rate the usefulness of particular metrics in monitoring and managing their businesses. Note that this survey asks managers to give ratings with respect to how these metrics are actually used but does not inquire about the reason. Nor did the survey offer guidance concerning the meaning of "useful"—that was left as a matter of interpretation for survey participants.

Financial metrics are generally rated very high in usefulness compared to any true marketing metrics. This is not surprising given that financial metrics are common to almost every business.

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For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security

Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children

This site is not directed to children under the age of 13.

Marketing

Pearson may send or direct marketing communications to users, provided that

Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
Such marketing is consistent with applicable law and Pearson's legal obligations.
Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out

Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

As required by law.
With the consent of the individual (or their parent, if the individual is a minor)
In response to a subpoena, court order or legal process, to the extent permitted or required by law
To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
To investigate or address actual or suspected fraud or other illegal activities
To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links

This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020

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