Marketing Metrics: The Definitive Guide to Measuring Marketing Performance Author: Neil T. Bendle | Language: English | ISBN:
B0031AI0VC | Format: EPUB
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance Description
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.
- File Size: 9234 KB
- Print Length: 432 pages
- Simultaneous Device Usage: Up to 5 simultaneous devices, per publisher limits
- Publisher: Pearson; 2 edition (January 8, 2010)
- Sold by: Amazon Digital Services, Inc.
- Language: English
- ASIN: B0031AI0VC
- Text-to-Speech: Enabled
X-Ray:
- Lending: Not Enabled
- Amazon Best Sellers Rank: #63,491 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
- #7
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Research - #37
in Books > Business & Money > Marketing & Sales > Marketing > Research - #40
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Web Marketing
- #7
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Research - #37
in Books > Business & Money > Marketing & Sales > Marketing > Research - #40
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Web Marketing
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 appeals to one's intelligence and time. You don't have to read this book cover to cover! The table of contents in such a wonderful and simple fashion breaks down the book into the major subcategories of Marketing, such as Product and Portfolio Development. Each chapter first outlines and summaries major relevant metrics, and then discusses each in detail complete with theorems, assumptions, considerations, and weaknesses.
Every intelligent, ambitious, and professional executive must own this book. It gives you a rare balance of academic and practical rigor. If you don't see metrics that can help your business, then you can borrow its notions into how some of the most influential KPIs are constructed and then use those frameworks to exploit your own intelligence issues.
This is a great reference book, and it has a special place on my bookshelf at work. You don't have to be an academic to understand this book. If you are patient with this book, you will see what a gem this is. 5 stars.
Disclosure: I am neither a student, nor do I know any of the authors of this book.
By V. K. Lee
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 impact on smart phone apps, social networking, etc. etc. and relevant marking metrics.
I gave it four stars because I think it's an excellent compendium but I wouldn't say the earth moved for me as a result of reading it.
By Tezza
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