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 assetsA rigorous and practical discussion of quantifying the value of informationMore detail on measuring brand equityA complete separate chapter on web, SEM, mobile, and “digital” metricsAn up-to-date survey of free metrics available from Google and elsewhereExpanded coverage of methodologies for quantifying marketing ROIThe 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 each 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.The most comprehensive guide to accurately measuring marketing performance and ROI — now extensively updated to reflect new techniques and even more practical experience # Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications# Now updated with better ways to manage intangible assets, information, and brand equity# Now contains a full separate chapter on web, SEM, mobile, and “digital” metrics# Shows how to make the most of the newest free metrics from Google and elsewhere# Helps you quantify the profitability of products, customers, channels, marketing initiatives, and moreAcknowledgments About the Authors Foreword Foreword to Third Edition 1: INTRODUCTION 2: SHARE OF HEARTS, MINDS, AND MARKETS 3: MARGINS AND PROFITS 4: PRODUCT AND PORTFOLIO MANAGEMENT 5: CUSTOMER PROFITABILITY 6: SALES FORCE AND CHANNEL MANAGEMENT 7: PRICING STRATEGY 8: PROMOTION 9: ADVERTISING METRICS 10: ONLINE, EMAIL, AND MOBILE METRICS 11: MARKETING AND FINANCE 12: THE MARKETING METRICS X-RAY AND TESTING 13: SYSTEM OF METRICS Bibliography Endnotes Index
About the author
Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He was responsible for measuring the success of marketing campaigns for the British Labour Party.
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