Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)

Click Here For Customer Reviews Of **Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)** 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

Click Here For Customer Reviews Of **Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)**

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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Comments

V. K. Lee "VKL" says:

Every marketing professional should buy this book I’m a career marketing executive with 13 years of experience currently working as a Director of Marketing and Analytics for a VC-backed firm. This book is invaluable to me at our firm as we take a deep dive into our own data and attempt to build custom metrics and KPIs. This book provides insightful frameworks into how intelligent metrics are mathematically constructed, along with discussing their assumptions and limitations.The writing is succinct, and the organization of this book…

Tezza "Tezza" says:

Good compendium of marketing metrics The book is both an overview and a detailed discussion of every marketing metric you’d ever want to know.I had studied some of the concepts in a business school course and throughout reading various literature, however it’s nice to have the information all in one spot like a handy reference.Unfortunately the metrics don’t apply well to new media – for instance there is only one metric for social networking.Probably a good follow on to this book would be the…

Midwest Book Review says:

A reference any marketer should have on hand Objectivity is something hard to find, even in numbers. “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance” is a guide to understanding the many measures of success in today’s world and how to cut through spins and other word plays to best understand the real facts and numbers of business. It covers how to use these numbers to revise one’s business strategy to meet these numbers, and the new and updated edition offers more facts and references to use in formulating…

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