Your Definitive, Up-to-Date Guide to Marketing Metrics―Choosing Them,
Implementing Them, Applying Them
This award-winning guide will help you accurately quantify the
performance of all your marketing investments, increase marketing ROI,
and grow profits. Four renowned experts help you apply today’s best
practices for assessing everything from brand equity to social media,
email performance, and rich media interaction.
This updated edition shows how to measure costly sponsorships, explores
links between marketing and financial metrics for current and aspiring
C-suite decision-makers; presents better ways to measure omnichannel
marketing activities; and includes a new section on accountability and
standardization in marketing measurement. As in their best-selling
previous editions, the authors present pros, cons, and practical
guidance for every technique they cover.
- Measure promotions, advertising, distribution, customer
perceptions, competitor power, margins, pricing, product portfolios,
salesforces, and more
- Apply web, online, social, and mobile metrics more
effectively
- Build models to optimize planning and decision-making
- Attribute purchase decisions when multiple channels interact
- Understand the links between search and distribution, and
use new online distribution metrics
- Evaluate marketing’s impact on a publicly traded firm’s
financial objectives
Whatever your marketing role, Marketing Metrics will help you
choose the right metrics for everytask―and capture data that’s valid,
reliable, and actionable.
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