The Definitive Guide to the New State-of-the-Art in Marketing Metrics

Marketing Metrics, 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.



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.



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 profitability



Quantify the profitability of products, customers, channels, and marketing initiatives



Assess web and social media effectiveness, accurately and in detail



Measure everything from bounce rates o the growth of your web communities



Link marketing to your enterprise financial metrics



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.



You?ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every 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 new modeling techniques to optimize every decision you make. In this second edition the authors 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.



Strategy + Business Best Books in Marketing award winner now fully updated!



30% more coverage: from social media and brand equity to modeling for better decision-making



Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more.