Marketing Metrics

Author: Paul Farris
Publisher: FT Press
ISBN: 9780134086125
Release Date: 2015-08-21
Genre: Business & Economics

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and "digital" metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI 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, channels, and more. For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make. Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.

Key Marketing Metrics

Author: Paul Farris
Publisher: Pearson UK
ISBN: 9781292212494
Release Date: 2017-09-21
Genre: Business & Economics

"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 “50+ metrics crackles like new money…this is the best marketing book of the year.” Updated version of Strategy + Business “2006 Best Books in Marketing award winner” WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING As the old adage goes, “If you can’t measure it, you can’t manage it.” Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge. Key Marketing Metrics gives you a portfolio, or "dashboard", of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for 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 includes the latest web, online, social, and email metrics, plus 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.”

Desire by Design

Author: Jean-Pierre Lacroix R.G.D.
Publisher: iUniverse
ISBN: 9781532045554
Release Date: 2018-04-17
Genre: Design

Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. It’s about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a “want” category to the much-coveted “desire” space in the marketplace.

Your Guide To Entertainment Marketing and Performance Collection

Author: Al Lieberman
Publisher: FT Press
ISBN: 9780133742855
Release Date: 2013-08-08
Genre: Business & Economics

Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…in The Definitive Guidce to Entertainment Marketing . ¿ 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.

CIM Coursebook Strategic Marketing Decisions

Author: Isobel Doole
Publisher: Routledge
ISBN: 9781136419355
Release Date: 2012-05-23
Genre: Business & Economics

BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing strategies. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time.

The Official CIM Coursebook Strategic Marketing Decisions 2008 2009

Author: Isobel Doole
Publisher: Routledge
ISBN: 9781136018411
Release Date: 2012-09-10
Genre: Business & Economics

‘Butterworth-Heinemann’s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.’ Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing ‘Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.’ Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann’s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners’ reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk

Marketing and the Bottom Line

Author: Tim Ambler
Publisher: Pearson Education
ISBN: 0273661949
Release Date: 2003
Genre: Business & Economics

Marketing and the bottom line sets out to change this. Based an extensive and original research involving world-beating companies such as 3M, Accenture, British Airways, Diageo and McDonald's, this book analyzes the impact that marketing has on the financial well-being of a company. Viewing marketing as a strategic board-level function, Ambler sets out a new generation of marketing metrics designed to make marketing more accountable for what it does, what it spends and what it earns.

The Definitive Guide to Marketing Analytics and Metrics Collection

Author: Cesar Brea
Publisher: FT Press
ISBN: 9780133994773
Release Date: 2014-08-18
Genre: Business & Economics

A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price! 3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource. From world-renowned business sustainability experts Cesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein

Advanced Social Media Marketing

Author: Tom Funk
Publisher: Apress
ISBN: 9781430244080
Release Date: 2014-03-01
Genre: Business & Economics

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.

Best Practice EVA

Author: Bennett Stewart
Publisher: John Wiley & Sons
ISBN: 9781118645314
Release Date: 2013-02-19
Genre: Business & Economics

Best-Practice EVA tells the new EVA story from the ground up.Stewart covers EVA essentials—the classic economic profitversion of EVA—in the first three chapters of the book. Heshows readers how simple and intuitive EVA really is, how it isdefined, and why it is better than all other measures of corporateprofit. You discover how it naturally guides managers into makingall the right decisions—the ones that will truly maximizevalue. You see how to use it in profit-sharing bonus plans thatcreate the powerful incentives of an owner. Later, Stewartintroduces new ratios that make EVA much more powerful and mucheasier to use than ever before. The pinnacle of the new ratioframework is EVA Momentum, calculated by taking the change in EVAversus the prior period, and dividing by the revenues in the priorperiod. It measures the growth rate in EVA, scaled to the salessize of the business. It is the only corporate performance ratiowhere bigger always is better, because it gets bigger when EVAdoes, which means it should be every company's most importantfinancial goal, the one ratio metric that everyone aims to maximizeas the key measure of corporate success. Stewart then walks throughthe nuts and bolts of Best-Practice EVA, kicking off with anin-depth look at EVA Margin, or EVA as a percent of sales.It’s a key productivity metric, and Stewart’s candidateto replace ROI. The last link in the Best-Practice program isPRVit—the EVA market score report. Stewart shows how to readand interpret the report, how the score is determined, and whyinvestors are turning to it to screen and rate stocks. He alsoshows why it is finding a home with CFOs and IR directors who wantinsights into how the market is pricing their stock. The bookconcludes with battle-tested tips from the firing line, practicalsuggestions for how you can test drive and adopt Best-Practice EVAat your company.

Measuring Marketing

Author: John A. Davis
Publisher: John Wiley & Sons
ISBN: 111815374X
Release Date: 2013-02-11
Genre: Business & Economics

In this groundbreaking text, two leading marketing experts present key marketing ratios and metrics that will enable marketers to make better accountable decisions.

10 Step KPI System

Author: Aleksey Savkin
Publisher: Lulu.com
ISBN: 9781365900716
Release Date: 2017-04-19
Genre: Business & Economics

Finding winning KPIs is not about picking some smart-sounding candidates from the long list of options. The best performance metrics are those that are born in the discussion and are tailor-made for your organization. This book is for those business professionals who are looking beyond standard performance metrics; this book will guide you step-by-step to develop the most effective KPIs.

Website Optimization

Author: Andrew King
Publisher: "O'Reilly Media, Inc."
ISBN: 9780596515089
Release Date: 2008-12-08
Genre: Business & Economics

Provides advice on Web site design and Internet marketing to increase traffic, response time, and sales.