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Today’s Definitive Guide to Marketing Metrics Choosing Them, Implementing Them, Applying Them New quantitative formulas, applications, and analytical techniques Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more All-new chapter on leveraging today’s rich online, email, and mobile metrics Expert guidance for clarifying what to measure, and testing reliability and validity 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. 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. 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. www.management-by-the-numbers.com 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. 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 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. 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 ROI (MROI) Quantify how your marketing spending actually contributes to profits Understand and apply web/online metrics far more effectively Get actionable knowledge from new web, rich media, and social metrics—including Google Analytics Measure what matters, and measure it reliably Choose the right metrics, and ensure accurate, valid data for decision-making
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Product details
Hardcover: 464 pages
Publisher: Pearson FT Press; 3 edition (September 6, 2015)
Language: English
ISBN-10: 0134085965
ISBN-13: 978-0134085968
Product Dimensions:
7.4 x 1.4 x 9.4 inches
Shipping Weight: 1.6 pounds (View shipping rates and policies)
Average Customer Review:
4.9 out of 5 stars
15 customer reviews
Amazon Best Sellers Rank:
#42,583 in Books (See Top 100 in Books)
Marketing Metrics (Farris et al.) is an indispensable reference book for marketers of all levels. I think it will also be of great value to marketing researchers on the agency side, who are often isolated from the actual marketing decision-making process.
I have read previous editions of this book. This latest version is great for those who do online research as well.
great quality print
Good reference book!
This is a very detailed view of metrics and their use. It's heavy reading and really a reference book for non-marketing types like me. If I were a professional marketer, it would be a 5-star. In my case, this is useful to help find the right metrics to measure the business processes needed to align sales and marketing. It's a great reference for my purpose.
I am a marketing researcher by trade. This is an awesome reference book, covers some good basics. Doesn't get too unique or interesting "new" stuff but does try and cover a lot and does a good job too. The book jumps around a lot and doesn't get into question wording or scales. It covers basic implicit, passive and active metrics and analysis in the end you have a awesome reference book to keep
I don't write reviews, but this book deserves some. It's one of the best books I've read about measuring, formulas and academic teaching in business without n examples about companies who succeeded. A must read
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
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