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

Description

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
• Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing 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 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.

Sample Content

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

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