Marketing Metrics

Author: Paul Farris
Publisher: FT Press
ISBN: 0134086120
Format: PDF
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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.

Marketing Metrics

Author: Paul W. Farris
Publisher: Pearson Education
ISBN: 0132716275
Format: PDF, ePub, Docs
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Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

How to Measure Digital Marketing

Author: L. Flores
Publisher: Springer
ISBN: 113734069X
Format: PDF, Docs
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Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.

The Definitive Guide to IT Service Metrics

Author: Kurt McWhirter
Publisher: It Governance Pub
ISBN: 9781849284059
Format: PDF, ePub
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Used just as they are, the metrics in this book will bring many benefits to both the IT department and the business as a whole. Details of the attributes of each metric are given, enabling you to make the right choices for your business.

Global Turning Points

Author: Mauro F. Guillén
Publisher: Cambridge University Press
ISBN: 1139577042
Format: PDF, Kindle
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The twenty-first century is replete with uncertainty and complexity: game-changing events and trends are transforming the world beyond recognition. For the first time in human history more people live in cities than in the countryside and greater numbers suffer from obesity than from hunger. Emerging economies now represent half of the global economy and during the next few decades India will be the biggest country in terms of population, China the largest in output and the United States the richest among the major economies on a per capita income basis. Food and water shortages will likely become humankind's most important challenge. In this accessible introduction, Mauro Guillén and Emilio Ontiveros deploy the tools of economics, sociology and political science to provide an analytical perspective on both the problems and opportunities facing business in the modern world.

Best Practice EVA

Author: Bennett Stewart
Publisher: John Wiley & Sons
ISBN: 1118645316
Format: PDF
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Best-Practice EVA tells the new EVA story from the ground up. Stewart covers EVA essentials—the classic economic profit version of EVA—in the first three chapters of the book. He shows readers how simple and intuitive EVA really is, how it is defined, and why it is better than all other measures of corporate profit. You discover how it naturally guides managers into making all the right decisions—the ones that will truly maximize value. You see how to use it in profit-sharing bonus plans that create the powerful incentives of an owner. Later, Stewart introduces new ratios that make EVA much more powerful and much easier to use than ever before. The pinnacle of the new ratio framework is EVA Momentum, calculated by taking the change in EVA versus the prior period, and dividing by the revenues in the prior period. It measures the growth rate in EVA, scaled to the sales size of the business. It is the only corporate performance ratio where bigger always is better, because it gets bigger when EVA does, which means it should be every company's most important financial goal, the one ratio metric that everyone aims to maximize as the key measure of corporate success. Stewart then walks through the nuts and bolts of Best-Practice EVA, kicking off with an in-depth look at EVA Margin, or EVA as a percent of sales. It’s a key productivity metric, and Stewart’s candidate to replace ROI. The last link in the Best-Practice program is PRVit—the EVA market score report. Stewart shows how to read and interpret the report, how the score is determined, and why investors are turning to it to screen and rate stocks. He also shows why it is finding a home with CFOs and IR directors who want insights into how the market is pricing their stock. The book concludes with battle-tested tips from the firing line, practical suggestions for how you can test drive and adopt Best-Practice EVA at your company.

The Profit Impact of Marketing Strategy Project

Author: Paul W. Farris
Publisher: Cambridge University Press
ISBN: 9781139456401
Format: PDF
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This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering practical knowledge about business innovation and changes, this book not only explores ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this volume will broadly appeal.

Digital Impact

Author: Vipin Mayar
Publisher: John Wiley & Sons
ISBN: 1118087747
Format: PDF, ePub, Mobi
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Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.

The Definitive Guide to Marketing Metrics and Marketing Analytics

Author: Jon Miller
Publisher:
ISBN: 9780982981511
Format: PDF
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The Definitive Guide to Marketing Metrics and Marketing Analytics is the ultimate guide to Marketing Metrics, Marketing Analtyics, Marketing Forecasting, Marketing Dashboards and more. This is the must have CMO guide to developing your reporting framework through to implementing including best practices for resource, process, and technology.

Measuring the Digital World

Author: Gary Angel
Publisher: FT Press
ISBN: 0134195132
Format: PDF, ePub
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This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. The definitive guide to next generation digital measurement; Indispensable insight for building high-value digital experiences! Helps you capture the knowledge you need to deliver deep personalization at scale Reflects today’s latest insights into digital behavior and consumer psychology For every digital marketer, analyst, and executive who wants to improve performance To win at digital, you must capture the right data, quickly transform it into the right knowledge,and use them both to deliver deep personalization at scale. Conventional digital metrics simply aren’t up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers all you need to create richer, more compelling digital experiences. Angel shows how to transform “raw facts” about digital behavior into meaningful knowledge about your visitors… what they were trying to accomplish…how well you helped them… how you can personalize and optimize their digital experiences from now on… how you can use measurement to provide deep personalization at scale.