Marketing Metrics: The Manager's Guide to Measuring Marketing Performance

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9780134085968: Marketing Metrics: The Manager's Guide to Measuring Marketing Performance

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

     

     

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    Product 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.

    Review:

    "In its first two editions, I’ve found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. It’s a book I keep handy on my shelf and refer to frequently.
    As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing."
    –Jim Lecinski, Vice President, Americas Customer Solutions, Google


    "Marketers know that they must use metrics.  The key--which this book addresses superbly--is which metrics to use and how to use them." 
    –Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation.


    Updated version of Strategy + Business “2006 Best Books in Marketing award winner” 

    "About this title" may belong to another edition of this title.

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