Marketing Metrics: The Definitive Guide to Measuring Marketing PerformancePearson Education, 8. jan. 2010 - 432 sider Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second 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 and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
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. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean.
This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make:
· Understand the full spectrum of marketing metrics: pros, cons, nuances, and application · Quantify the profitability of products, customers, channels, and marketing initiatives · Measure everything from “bounce rates” to the growth of your web communities · Understand your true return on marketing investment--and enhance it
This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
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... market share, and competitive analysis. □ Chapter 3––Margins and Profits: Revenues, cost structures, and profitability. □ Chapter 4––Product and Portfolio Management: The metrics behind product strategy, including measures of trial ...
... Market Research Operations Logistics Product and Portfolio Management Customer Profitability Sales Force Sales Force and Channel Management Margins and Profits Share of Hearts, Minds, and Markets Marketing and Finance Pricing Strategy ...
... Share of Hearts, Minds, and Markets 2.1 Revenue Market Share 2.1 Unit Market Share 2.2 Relative Market Share 2.3 Brand Development Index 2.3 Category Development Index 2.4–2.6 Decomposition of Market Share 2.4 Market Penetration 2.4 ...
... Market Share Table 1.2 Survey of Senior Marketing Managers on the Perceived Usefulness of Various Marketing Metrics (n = 194) All Who Responded to Question Q8.10#1 Q8.3#2 Q8.10#3 Q8.2#12 Q8.4#2 Q8.6#3 Q8.4#1 Q8.10#2 Q8.2#8 Q8.4#7 Q8.1#1 ...
... 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 ...
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27 | |
3 MARGINS AND PROFITS | 65 |
4 PRODUCT AND PORTFOLIO MANAGEMENT | 109 |
5 CUSTOMER PROFITABILITY | 153 |
6 SALES FORCE AND CHANNEL MANAGEMENT | 181 |
7 PRICING STRATEGY | 219 |
8 PROMOTION | 263 |
10 MARKETING AND FINANCE | 337 |
11 THE MARKETING METRICS XRAY | 357 |
12 SYSTEM OF METRICS | 369 |
SURVEY OF MANAGERS USE OF METRICS | 385 |
Bibliography | 393 |
Endnotes | 397 |
Index | 405 |
9 ADVERTISING MEDIA AND WEB METRICS | 287 |