Measuring Marketing
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Key Marketing Metrics
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Author : Paul Farris
language : en
Publisher: Pearson UK
Release Date : 2017-09-21
Key Marketing Metrics written by Paul Farris and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-21 with Business & Economics categories.
"Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them." Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation “50+ metrics crackles like new money…this is the best marketing book of the year.” Updated version of Strategy + Business “2006 Best Books in Marketing award winner” WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING As the old adage goes, “If you can’t measure it, you can’t manage it.” Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge. Key Marketing Metrics gives you a portfolio, or "dashboard", of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for 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. This edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.”
Measuring Marketing
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Author : John A. Davis
language : en
Publisher: John Wiley & Sons
Release Date : 2012-11-19
Measuring Marketing written by John A. Davis and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-19 with Business & Economics categories.
Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.
Marketing Metrics
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Author : Neil Bendle
language : en
Publisher: FT Press
Release Date : 2020-08-23
Marketing Metrics written by Neil Bendle and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-23 with Business & Economics categories.
Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.
Marketing Metrics
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Author : Paul W. Farris
language : en
Publisher: FT Press
Release Date : 2021-07-27
Marketing Metrics written by Paul W. Farris and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-27 with Business & Economics categories.
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 assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and "digital" metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI 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, channels, and more. For every 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. Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.
Measuring Marketing
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Author : John Davis
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2017-12-18
Measuring Marketing written by John Davis and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-18 with Business & Economics categories.
The demands of a more dynamic, globalized business world have led to sophisticated methods for quantifying marketing success. This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business. In eleven focused sections, this resource makes otherwise complex topics understandable. Written for marketing professionals accountable for measurable results as well as senior executives who need a firm understanding of marketing’s impact on a business or product line, it clearly explains the metrics that you can use to measure marketing. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics—including significant updates to the online/digital/social area— Measuring Marketing, Third Edition will put you in a better position to excel at this difficult endeavor.
How To Measure Digital Marketing
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Author : L. Flores
language : en
Publisher: Springer
Release Date : 2013-12-15
How To Measure Digital Marketing written by L. Flores and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-15 with Business & Economics categories.
Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.
Marketing Metrics
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Author :
language : en
Publisher:
Release Date : 2010
Marketing Metrics written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Electronic books categories.
It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Editionexplains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder.
Measuring Marketing
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Author : John A. Davis
language : en
Publisher: Wiley
Release Date : 2006-12-05
Measuring Marketing written by John A. Davis and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-12-05 with Business & Economics categories.
Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
Marketing Metrics The Definitive Guide To Measuring Marketing Performance Second Edition
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Author : Neil T. Bendle
language : en
Publisher:
Release Date : 2010
Marketing Metrics The Definitive Guide To Measuring Marketing Performance Second Edition written by Neil T. Bendle and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Marketing categories.
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.
Measuring Marketing Efficiency
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Author : Anthony Johnson
language : en
Publisher:
Release Date : 2019-02-16
Measuring Marketing Efficiency written by Anthony Johnson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-16 with categories.
The strategic role of marketing is widely known in the modern business world. Marketing is considered as crucial factor for an enterprise's overall success on a market. Major companies incorporate marketing into their activities to ensure better productivity and profitability. Therefore, a question of measuring the effectiveness of marketing arises. Principles and the importance of marketing for the companies are demonstrated in this paper, along with the means of measurement of marketing efficiency. However, evaluation of marketing efficiency is sophisticated, since no general model for assessment was designed. The main metrics and methods of measurement were presented and analyzed in this paper, in order to develop an evaluation method for assessing the effectiveness of marketing of the case company. TUKIKON Oy's marketing activities were studied in order to detect possible flaws in the marketing performance and improve them. Based on the conducted analysis, the marketing of the case company was found professional, and the low response rate on the marketing campaigns was justified by the complex current political and economic situation in Europe and Russia. The following recommendations, based on the investigation, have been given to the case company: implement marketing researches regularly to respond to changes in the environments; organize marketing strategies; reinforce sales promotion by participating in conferences and exhibitions to enhance brand-awareness; and maintain the employees' qualifications and provide staff with training sessions if needed to assure the high quality of the services provided.