“Measurement is critical to the health of any business, and Marketing Metrics highlights key tools and techniques across many measurement landscapes–from the consumer, to the sales force, to the ever-changing media environment. It’s a ‘must-read’ for any business leader who wants to optimize the way they measure business activities and results in order to grow their business.”
–Kimberley B. Dedeker, Vice President, Global Consumer & Market Knowledge, Procter & Gamble
“Why read Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them.”
–Erv Shames, former CEO, Kraft Foods
“Why was this book not written earlier? Marketing Metrics presents an excellent compendium of the metrics you really need to know, along with a structural framework that ties them together and helps you steer your business successfully.”
–Dr. Hans-Willi Schroiff, Vice President, Market Research/Business Intelligence, Henkel
“Marketing is being challenged, as never before, to be accountable. This book, by describing metric options and their risks, will help address this challenge.”
“Measurement is central to our business discipline. What gets measured matters, and having the right measures is key. Marketing Metrics provides an insightful compilation of what to measure and how to measure it for today’s marketing-savvy executives.”
–Glenn Renwick, CEO of the Progressive Corporation (Progressive DirectSM and Drive® Insurance from Progressive)
“Marketing, as a function, is under increasing pressure to develop business-oriented metrics to justify marketing mix investments. Marketing Metrics offers clear advice on how to develop common marketing metrics that are relevant and accessible to both marketing and non-marketing decision makers.”
–Anil Menon, Vice President, Marketing, Systems & Technology Group, IBM
Marketers now recognize the importance of metrics, but few understand the breadth, depth, or power of the metrics now available to them. In Marketing Metrics, four leading researchers and consultants systematically introduce today’s most valuable marketing metrics, showing exactly how to use them to maximize marketing ROI and identify the best new opportunities for profit.
The authors show how to use a “dashboard” of metrics to view market dynamics from multiple perspectives, to maximize accuracy, and to “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 clarity and simplicity, this book avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques.
In coming years, few marketers will rise to senior levels without deep fluency in marketing metrics. Marketing Metrics is the fastest, easiest way to gain that fluency–and differentiate yourself in a challenging environment.
· Measuring share: hearts, minds, and markets
Probing the hidden dynamics behind “market share”
· Understanding profitability better than ever before
Accurately quantifying the profitability of products, customers, channels, and more
· Advertising and promotion metrics, in detail
From promotional lift and price waterfalls to the latest Web metrics
· Linking marketing to enterprise financial metrics
Understanding your true return on marketing investment–and enhancing it
Marketing depends on measurements, and many metrics are now available for business leaders to use to make their businesses more profitable. With more than 50 metrics that all marketers should master, the authors have compiled an assortment of high-value measurements that can be used as a dashboard that provides multiple perspectives on market dynamics. With this valuable resource, marketers can measure everything from advertising and pricing to promotional strategy and distribution. Copyright © 2006 Soundview Executive Book Summaries