Marketing Metrics

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Marketing Metrics

Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Marketing Metrics Book PDF

Author : Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : Pearson Education
Page : 431 pages
File Size : 42,9 Mb
Release : 2010-01-08
Category : Business & Economics
ISBN : 9780137053131

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Marketing Metrics by Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein Pdf

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.

Marketing Metrics

Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein
Marketing Metrics Book PDF

Author : Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 710 pages
File Size : 49,9 Mb
Release : 2020-08-23
Category : Business & Economics
ISBN : 9780136755319

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Marketing Metrics by Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein Pdf

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

Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Marketing Metrics Book PDF

Author : Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 550 pages
File Size : 52,7 Mb
Release : 2021-07-27
Category : Business & Economics
ISBN : 9780134086125

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Marketing Metrics by Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein Pdf

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.

Data-Driven Marketing

Mark Jeffery
Data Driven Marketing Book PDF

Author : Mark Jeffery
Publisher : John Wiley & Sons
Page : 325 pages
File Size : 40,6 Mb
Release : 2010-02-08
Category : Business & Economics
ISBN : 9780470504543

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Data-Driven Marketing by Mark Jeffery Pdf

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Marketing Metrics

Paul W. Farris,Neil T. Bendle
Marketing Metrics Book PDF

Author : Paul W. Farris,Neil T. Bendle
Publisher : Pearson Education
Page : 431 pages
File Size : 51,7 Mb
Release : 2010
Category : Business & Economics
ISBN : 9780137058297

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Marketing Metrics by Paul W. Farris,Neil T. Bendle Pdf

"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 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."--Publisher description.

How to Measure Digital Marketing

L. Flores
How to Measure Digital Marketing Book PDF

Author : L. Flores
Publisher : Springer
Page : 255 pages
File Size : 50,7 Mb
Release : 2013-12-15
Category : Business & Economics
ISBN : 9781137340696

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How to Measure Digital Marketing by L. Flores Pdf

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

Christina Inge
Marketing Metrics Book PDF

Author : Christina Inge
Publisher : Kogan Page Publishers
Page : 331 pages
File Size : 48,9 Mb
Release : 2022-09-03
Category : Business & Economics
ISBN : 9781398606609

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Marketing Metrics by Christina Inge Pdf

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

Marketing Metrics

Paul W. Farris,Neil T. Bendle,Phillip E. Pfeifer,David J. Reibstein
Marketing Metrics Book PDF

Author : Paul W. Farris,Neil T. Bendle,Phillip E. Pfeifer,David J. Reibstein
Publisher : Pearson Education
Page : 463 pages
File Size : 49,6 Mb
Release : 2006-04-18
Category : Business & Economics
ISBN : 9780132716277

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Marketing Metrics by Paul W. Farris,Neil T. Bendle,Phillip E. Pfeifer,David J. Reibstein Pdf

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

Social Media Metrics

Jim Sterne
Social Media Metrics Book PDF

Author : Jim Sterne
Publisher : John Wiley & Sons
Page : 265 pages
File Size : 44,8 Mb
Release : 2010-03-18
Category : Business & Economics
ISBN : 9780470622582

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Social Media Metrics by Jim Sterne Pdf

The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Multichannel Marketing

Akin Arikan
Multichannel Marketing Book PDF

Author : Akin Arikan
Publisher : John Wiley & Sons
Page : 291 pages
File Size : 40,9 Mb
Release : 2011-05-04
Category : Computers
ISBN : 9781118059531

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Multichannel Marketing by Akin Arikan Pdf

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Key Marketing Metrics

Paul Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Key Marketing Metrics Book PDF

Author : Paul Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : Pearson UK
Page : 424 pages
File Size : 53,8 Mb
Release : 2017-09-21
Category : Business & Economics
ISBN : 9781292212494

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Key Marketing Metrics by Paul Farris,Neil Bendle,Phillip Pfeifer,David Reibstein Pdf

"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.”

Marketing Analytics

Wayne L. Winston
Marketing Analytics Book PDF

Author : Wayne L. Winston
Publisher : John Wiley & Sons
Page : 720 pages
File Size : 47,5 Mb
Release : 2014-01-08
Category : Computers
ISBN : 9781118417300

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Marketing Analytics by Wayne L. Winston Pdf

Helping tech-savvy marketers and data analysts solvereal-world business problems with Excel Using data-driven business analytics to understand customers andimprove results is a great idea in theory, but in today's busyoffices, marketers and analysts need simple, low-cost ways toprocess and make the most of all that data. This expert book offersthe perfect solution. Written by data analysis expert Wayne L.Winston, this practical resource shows you how to tap a simple andcost-effective tool, Microsoft Excel, to solve specific businessproblems using powerful analytic techniques—and achieveoptimum results. Practical exercises in each chapter help you apply and reinforcetechniques as you learn. Shows you how to perform sophisticated business analyses usingthe cost-effective and widely available Microsoft Excel instead ofexpensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoidhigh-risk customers Helps you forecast sales and improve response rates formarketing campaigns Explores how to optimize price points for products andservices, optimize store layouts, and improve onlineadvertising Covers social media, viral marketing, and how to exploit botheffectively Improve your marketing results with Microsoft Excel and theinvaluable techniques and ideas in Marketing Analytics:Data-Driven Techniques with Microsoft Excel.

Marketing Analytics Roadmap

Jerry Rackley
Marketing Analytics Roadmap Book PDF

Author : Jerry Rackley
Publisher : Apress
Page : 159 pages
File Size : 47,5 Mb
Release : 2015-05-30
Category : Business & Economics
ISBN : 9781484202593

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Marketing Analytics Roadmap by Jerry Rackley Pdf

Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods, Metrics, and Tools demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made. In this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers. Marketing Analytics Roadmap explains: How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts How to structure and use dashboards to report marketing results How to put industry-leading analytics software and other tools to good use How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.

Key Marketing Metrics

Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein
Key Marketing Metrics Book PDF

Author : Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein
Publisher : Pearson UK
Page : 404 pages
File Size : 40,6 Mb
Release : 2021-02-12
Category : Business & Economics
ISBN : 9781292360881

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Key Marketing Metrics by Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein Pdf

Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics. 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 one for every challenge. With leading experts, discover how to build your reputation by: Using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions Applying high-value metrics for virtually every facet of marketing to maximise the return on your investment and identify the best new opportunities for profit Building models to assist with planning to give you the best tools for decision-making In its third edition, this award-winning book now includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity.

Brand Metrics

Jacek Kall
Brand Metrics Book PDF

Author : Jacek Kall
Publisher : Routledge
Page : 113 pages
File Size : 50,7 Mb
Release : 2021-09-08
Category : Business & Economics
ISBN : 9781000436570

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Brand Metrics by Jacek Kall Pdf

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.