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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... volume. Finally, we thank Kate, Emily, Donna, and Karen, who graciously tolerated the time sacrificed from home and social lives for the writing of this book. This page intentionally left blank ABOUT THE AUTHORS Paul W. ix Acknowledgments.
... volume, and with impressive clarity, they have outlined the sources, strengths, and weaknesses of a broad array of marketing metrics. They have explained how to harness those data for insight. Most importantly, they have explained how ...
... Volume 3.7 Target Revenues Product and Portfolio Management 4.1 Trial 4.1 Repeat Volume 4.1 Penetration 4.1 Volume Projections 4.2 Year-on-Year Growth 4.2 Compound Annual Growth Rate (CAGR) 4.3 Cannibalization Rate 4.3 Fair Share Draw ...
... Volume (ACV) 6.6 Product Category Volume (PCV) 6.6 Total Distribution 6.6 Category Performance Ratio 6.7 Out of Stock 6.7 Inventories 6.8 Markdowns 6.8 Direct Product Profitability (DPP) 6.8 Gross Margin Return on Inventory Investment ...
... Volume Projections Q8.4#6 4 56% 20 23 14 21 16 31 24 45 15 27 Sales Force Effective Q8.6#4 6 54% 21 21 22 21 25 31 15 42 23 18 Price Premium Q8.8#1 7 54% 22 28 27 8 23 33 17 56 19 25 Marketing Spending Q8.3#7 3 52% 23 51 15 16 18.
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 |