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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... periods. They facilitate understanding and collaboration. 1.2. Why. Do. You. Need. Metrics? “When you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you ...
... period covered. Measure of competitiveness. 2.1 Unit Market Share Unit sales as a percentage of market unit sales. Scope of market definition. Channel level analyzed. Time period covered. Measure of competitiveness. 2.2 Relative Market ...
... period covered. Calculation of market share. Competitive analysis. Historical trends analysis. Formulation of marketing objectives. 2.4 Market Penetration Purchasers of a product category as a percentage of total population. Based on ...
... period of time. Short-term data, however, generally carry a low signal-to-noise ratio. By contrast, data covering a ... periods for analysis, managers must optimize for the type of signal that is most important. Potential bias in ...
... period) a specific brand or a category of goods. Customers Who Have Purchased a Product in the Category (#) Market ... period under study. EXAMPLE: Over a period of a month, in a market of 10,000 households, 500 households purchased Big ...
Indhold
1 | |
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 |