Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (Revised)

By Paul Farris, Neil Bendle, Phillip E Pfeifer, David J Reibstein
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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    REVIEW QUOTES
"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

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About the Hardcover

Publisher Pearson FT Press
Publish date 09/06/2015
Pages 464
ISBN-13 9780134085968
ISBN-10 0134085965
Language English