What is included with this book?
Today’s Definitive Guide to Marketing Metrics
Choosing Them, Implementing Them, Applying Them
Now extensively updated, this award-winning book will help you apply today’s most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
You’ll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffs—and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make.
A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even “likes.” This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data.
Marketing Metrics, Third 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.
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.
This edition adds a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate today’s many new metrics to gain usable and trustworthy information. The authors have added 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.” You’ll also find updated and expanded discussions of prioritizing the right metrics for your business, and ensuring the information you capture is valid, reliable, and actionable.
Choose the right metric for every marketing challenge
Understand the full spectrum of marketing metrics: pros, cons, nuances, and application
Gain a deep and thorough understanding of Marketing ROI (MROI)
Quantify how your marketing spending actually contributes to profits
Understand and apply web/online metrics far more effectively
Get actionable knowledge from new web, rich media, and social metrics—including Google Analytics
Measure what matters, and measure it reliably
Choose the right metrics, and ensure accurate, valid data for decision-making
Paul W. Farris (Charlottesville, VA) is Landmark Communications Professor of Business at U. of Virginia's Darden Graduate School of Business Administration. He taught at Harvard Business School, and has worked in marketing management for UNILEVER, Germany, and in account management for LINTAS. His research on marketing productivity and budgeting has been published in 60+ articles appearing in journals such as Harvard Business Review, Marketing Science, Decision Sciences, and the Sloan Management Review.
Neil T. Bendle (Ontario, Canada) is Assistant Professor of Marketing at the Ivey Business School, Western University. There, he teaches Competition and Competitor Analysis (combining game theory, marketing strategy and decision making) and Measurable Marketing (combining marketing, finance, consumer insights, and the role of metrics in marketing strategy). Bendle holds a Ph.D. from the Carlson School of Management, Univ. of Minnesota; and an MBA from the Darden School of Business. He previously managed the UK Labour Party’s finances.
Phillip E. Pfeifer (Charlottesville, VA), Richard S. Reynolds Professor of Business Administration at Darden, teaches Marketing and Quantitative Analysis in its MBA and Executive Education programs, and researches interactive marketing, decision modeling, economic selection, yield management, and space-time modeling. He has written or co-written 40+ journal articles, 80+ cases, and several textbooks.
David J. Reibstein (Philadelphia, PA area) is William Stewart Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. His research focuses on marketing metrics, competitive marketing strategies, segmentation, product variety, and brand equity. His clients have included GE, Estee Lauder, Novartis, and Harrah's. He has earned 30+ teaching and publishing awards, chaired the American Marketing Association board of directors, and was executive director of the Marketing Science Institute.
Up-to-date practical guidance on choosing the right metrics for all marketing investments, getting accurate answers, and using them to systematically improve ROI