Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today's most valuable marketing metrics. Get and download textbook Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) for free
'Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 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 and 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. 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. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. 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: - Understand the full spectrum of marketing metrics: pros, cons, nuances, and application- Quantify the profitability of products, customers, channels, and marketing initiatives- Measure everything from 'bounce rates' to the growth of your web communities- 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. '
In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and 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. A 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 met Marketing Metrics new edition
Download free books for Marketing Metrics: 50+ Metrics Every Executive Should Master
Marketing Metrics: 50+ Metrics Every Executive Should Master - David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer
This is the eBook version of the printed book.Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers
For the assessment of the promotion or advertising effects, it is desirable to know the "lift" attributable to what would have happened without the advertising or promotion. This is often defined as the difference between actual and baseline sales. Advertising has its own separate set of metrics to assess a campaign, including such metrics as impressions, awareness, reach, and frequency. These latter measures are used to assess a media strategy and how many people will be reached with the campaign and how often. There are numerous new measures that are necessary today with the advent of the in
New Paperback.
Marketing Metrics Textbook
You'll discover high-value met
