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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.
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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.
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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.
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www.management-by-the-numbers.com
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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.
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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.
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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.
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Choose the right metric for every marketing challenge
Understand the full spectrum of marketing metrics: pros, cons, nuances, and application
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Gain a deep and thorough understanding of Marketing ROI (MROI)
Quantify how your marketing spending actually contributes to profits
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Understand and apply web/online metrics far more effectively
Get actionable knowledge from new web, rich media, and social metrics—including Google Analytics
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Measure what matters, and measure it reliably
Choose the right metrics, and ensure accurate, valid data for decision-making
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- Sales Rank: #83839 in Books
- Published on: 2015-09-06
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.50" w x 7.10" l, .0 pounds
- Binding: Hardcover
- 464 pages
Review
"In its first two editions, I’ve found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. It’s a book I keep handy on my shelf and refer to frequently.
As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing."
–Jim Lecinski, Vice President, Americas Customer Solutions, Google
"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.
Updated version of Strategy + Business “2006 Best Books in Marketing award winner”�
About the Author
Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research. He has nearly a decade’s experience in marketing management, consulting, business systems improvement, and financial management. He was responsible for measuring the success of marketing campaigns for the British Labour Party.
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Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever. Professor Farris’s research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. He has published many articles in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He is currently developing improved techniques for integrating marketing and financial metrics and is coauthor of several books, including The Profit Impact of Marketing Strategy Project: Retrospect and Prospects. Farris’s consulting clients have ranged from Apple and IBM to Procter & Gamble and Unilever. He has also served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute.
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Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. In addition to academic articles and a textbook, Mr. Pfeifer is a prolific case writer, having been recognized in 2004 as the Darden School’s faculty leader in terms of external case sales, and in 2008 with a Wachovia Award for Distinguished Case Writer. His teaching has won student awards and has been recognized in Business Week’s Guide to the Best Business Schools. Recent consulting clients include Circuit City, Procter & Gamble, and CarMax.
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Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Dave has been on the Wharton Faculty for more than two decades. He was the Vice Dean of the Wharton School, and Director of the Wharton Graduate Division. In 1999-2001, Dave took a leave of absence from academia to serve as the Executive Director of the Marketing Science Institute. He previously taught at Harvard, and was a Visiting Professor at Stanford, INSEAD, and ISB (in India). Dave was the Chairman of the American Marketing Association. He has a radio show, Measured Thoughts with Dave Reibstein, on SiriusXM Radio.
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Most helpful customer reviews
3 of 3 people found the following review helpful.
This book is incredible for any start-up company. It's ...
By Amazon Customer
This book is incredible for any start-up company. It's very comprehensive and will have your marketing team focused immediately on how to measure the marketing initiatives for your organization. Success resides not only in the collection of data but in the interpretation and decision making fueled by accurate and appropriate deployment of metrics as it pertains to the industry, customer demographics, goals/milestones, and desired outcomes. The only way to beat competitors and push your product/service to the top is to understand the market. The only way to understand the market is to fully comprehend what your data are telling you or not telling you for that matter. This book provides the necessary insights and guidance to properly manage data for the success of a brand. Looking for total global domination in your industry? Start here.
2 of 2 people found the following review helpful.
Great book, even better desk reference!
By Anand N.
In today's data and measurement rich marketing environment, this book is an absolute must-have for marketers at all levels. It is the most comprehensive single source of information on all the important things a smart marketer would want to track, with helpful tips about how to use them. It is encyclopedic in coverage, yet it is so much more fun to read than an encyclopedia. You can leaf through the whole book and learn a ton, and then you find yourself (at least I do!) going back again and again to refer to specific metrics. Its a must-read book, but its even more valuable as a desk-reference. I have one copy at school and another in my home office. And I've given up on trying to return it to the book shelf -- I use it so often that it sits within easy reach on my table most of the time. And, I'm really delighted to see how much new stuff the authors have added in this newest edition -- on topics from online and mobile to neuroscience.
Kusum Ailawadi
2 of 2 people found the following review helpful.
The One Resource Every CMO / Marketer Needs
By Maddie W.
As a former CMO, I bought the 1st edition of this book back in the early 2000's. It was the first book (and continues to be the best book) to combine all related marketing metrics in one resource. I now have all three editions (two in my home office and one at work). These books provide comprehensive information on a host of metrics that enable you to train your team about how to speak "finance-language" to the CFO/finance department. It is a reference book that essentially lists all marketing related terms, their definitions, and their calculations. On top of it, the more recent editions have some great survey data that provide insight on which marketing metrics marketers find the most valuable. I have been able to use this data to explain to non-marketers why some measures are more valid than others. In sum, I highly recommend these books as primary reference material for marketers and anybody working with marketers (e.g., finance, accounting, etc.).
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