Measurement In Marketing

Author : Paul Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : Pearson UK
Page : 424 pages
File Size : 43,6 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.”

Author : L. Flores
Publisher : Springer
Page : 255 pages
File Size : 55,5 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.

Author : Neil Bendle,Paul W. Farris,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 710 pages
File Size : 44,7 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.

Author : Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 550 pages
File Size : 51,5 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.

Author : Anonim
Publisher : Unknown
Page : 414 pages
File Size : 41,9 Mb
Release : 2010
Category : Electronic books
ISBN : 1282431943

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Marketing Metrics by Anonim Pdf

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.

Author : John A. Davis
Publisher : John Wiley & Sons
Page : 358 pages
File Size : 54,7 Mb
Release : 2012-11-19
Category : Business & Economics
ISBN : 9781118153765

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Measuring Marketing by John A. Davis Pdf

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.

Author : Hans Baumgartner,Bert Weijters
Publisher : Emerald Group Publishing
Page : 241 pages
File Size : 49,6 Mb
Release : 2022-09-12
Category : Business & Economics
ISBN : 9781800436305

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Measurement in Marketing by Hans Baumgartner,Bert Weijters Pdf

Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.

Author : Jim Sterne
Publisher : John Wiley & Sons
Page : 265 pages
File Size : 48,5 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.

Author : Hans Baumgartner,Bert Weijters
Publisher : Emerald Group Publishing
Page : 174 pages
File Size : 44,6 Mb
Release : 2022-09-12
Category : Business & Economics
ISBN : 9781800436329

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Measurement in Marketing by Hans Baumgartner,Bert Weijters Pdf

Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.

Author : Azza Frikha
Publisher : John Wiley & Sons
Page : 250 pages
File Size : 40,7 Mb
Release : 2019-12-12
Category : Business & Economics
ISBN : 9781786304629

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Measurement in Marketing by Azza Frikha Pdf

Scientific research uses concepts (or constructs) and requires means to measure them. Often latent, abstract and not directly observable, these concepts demand special attention. When facing problems related to their operationalization, considerable efforts are required to construe measures that effectively represent the phenomena studied. Measurement in Marketing presents a wide range of ideas to help researchers in the selection, design and validation of measurements of constructs. It analyzes the provisions that must be implemented to allow the transition from a latent conceptual construct to an operational level close to reality, and thus to make possible a fluid, reliable and valid reading of the phenomena observed. This instructive book guides readers through all stages of the implementation of a measure. It is intended for a wide audience, offering examples, summary tables and boxes in order to emphasize the primary information.

Author : Vithala R. Rao
Publisher : Marketing Classics Press
Page : 32 pages
File Size : 45,5 Mb
Release : 2011-06-30
Category : Business & Economics
ISBN : 9781613111819

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Conjoint Measurement in Marketing Analysis by Vithala R. Rao Pdf

Author : Robert Jones,Fiona Jenkins
Publisher : CRC Press
Page : 425 pages
File Size : 42,5 Mb
Release : 2018-04-19
Category : Medical
ISBN : 9781315357638

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Managing Money, Measurement and Marketing in the Allied Health Professions by Robert Jones,Fiona Jenkins Pdf

High-quality Allied Health delivery through a motivated, committed and expert workforce depends on strong management and leadership. To provide this, Allied Health Profession managers need solid, evidence-based business skills just as much as clinical knowledge and ability. This book focuses on the key management areas of money, measurement and marketing as applied to the Allied Health Professions. Bringing together nationally and internationally acknowledged and recognised experts from around the world, it explains the finances of healthcare, particularly in a cash-strapped environment, information and information management, and the marketing of services - in the broadest sense - based on a robust foundation of business planning and business-case development, project management, service level agreements and specification. Report writing and presentation skills are also covered, along with editors' quality and leadership evaluation framework, the Management Quality Matrix. The information, background and practical techniques covered in this book will make it a thought-provoking and indespensible resource both for managers and leaders of Allied Health Professionals and for those training future managers and leaders.

Author : Paul W. Farris,Neil T. Bendle,Phillip E. Pfeifer,David J. Reibstein
Publisher : Pearson Education
Page : 463 pages
File Size : 43,7 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.

Author : Guy R. Powell
Publisher : John Wiley & Sons
Page : 304 pages
File Size : 46,8 Mb
Release : 2012-08-22
Category : Business & Economics
ISBN : 9781118507827

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Marketing Calculator by Guy R. Powell Pdf

This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.

Author : John Davis
Publisher : Walter de Gruyter GmbH & Co KG
Page : 390 pages
File Size : 55,8 Mb
Release : 2017-12-18
Category : Business & Economics
ISBN : 9781501507304

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Measuring Marketing by John Davis Pdf

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.