Table of Contents

Acknowledgments ix

About the Authors xi

Foreword xiii

Foreword to Third Edition xv

1: INTRODUCTION 1

2: SHARE OF HEARTS, MINDS, AND MARKETS 17

3: MARGINS AND PROFITS 67

4: PRODUCT AND PORTFOLIO MANAGEMENT 111

5: CUSTOMER PROFITABILITY 157

6: SALES FORCE AND CHANNEL MANAGEMENT 185

7: PRICING STRATEGY 225

8: PROMOTION 271

9: ADVERTISING METRICS 295

10: ONLINE, EMAIL, AND MOBILE METRICS 325

11: MARKETING AND FINANCE 363

12: THE MARKETING METRICS X-RAY AND TESTING 383

13: SYSTEM OF METRICS 401

Bibliography 417

Endnotes 421

Index 429

Overview

Description

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
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 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. Features

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 more