Key Marketing Metrics

The 50+ metrics every manager needs to know

Author: Paul Farris,Neil Bendle,Phillip Pfeifer,David Reibstein

Publisher: Pearson UK

ISBN: 1292212497

Category: Business & Economics

Page: 440

View: 7853

"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.”

How to Measure Digital Marketing

Metrics for Assessing Impact and Designing Success

Author: L. Flores

Publisher: Springer

ISBN: 113734069X

Category: Business & Economics

Page: 255

View: 5591

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.

Best-Practice EVA

The Definitive Guide to Measuring and Maximizing Shareholder Value

Author: Bennett Stewart

Publisher: John Wiley & Sons

ISBN: 1118645316

Category: Business & Economics

Page: 368

View: 5811

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 Definitive Guide to IT Service Metrics

Author: Kurt McWhirter,Ted Gaughan

Publisher: It Governance Pub

ISBN: 9781849284059

Category: Business & Economics

Page: 318

View: 5208

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

Understanding the Challenges for Business in the 21st Century

Author: Mauro F. Guillén,Emilio Ontiveros

Publisher: Cambridge University Press

ISBN: 1139577042

Category: Business & Economics

Page: N.A

View: 3564

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.

Digital Impact

The Two Secrets to Online Marketing Success

Author: Vipin Mayar,Geoff Ramsey

Publisher: John Wiley & Sons

ISBN: 1118087747

Category: Business & Economics

Page: 256

View: 1542

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 Getting Your Budget Approved!

Measure Intangibles to Calculate Your ROI Business Case

Author: Johannes Ritter,Frank Röttgers

Publisher: Solution Matrix

ISBN: 3000263071

Category: Business & Economics

Page: 106

View: 1256

The Definitive Guide is a practical guide to the real world of Business Cases. Its focus are the necessities of building actual Business Cases, yet without cutting short on the theoretical background as far as it is needed. The described Business Case methodology is beneficial for case builders and decision-makers and assumes no prior background in finance or business planning. For more than 15 years, Solution Matrix has helped thousands of business professionals in organizations like BMW, Cisco Systems Inc., Ericsson, SAP, and Siemens to understand the essentials of a Business Case and deliver Business Case results that score high in credibility, accuracy, and practical value. This book enables you to profit from their experience and specific Business Case method to get your budget approved. The Definitive Guide has various advantages: - 30 Case Studies from 10 different industries are enclosed - The comprehensible method is applicable to any project - A free 140 Days Trial Version of Crystal Ball(c) Oracle worth $360 is included - You can start building your Business Case immediately, while reading the book - It is an introduction for Business Case beginners and a handbook for those more experienced in building Business Cases After having read the book you will know: - the essentials of a strong Business Case - how to prepare a Business Case scientifically - how to calculate the Return on Investment (ROI) and other financial metrics - how to measure even soft benefits of your project in monetary terms - how to validate your results statistically - how to present the Business Case convincingly to the decision-makers Content: By offering an easy example of an actual Business Case throughout, the book ensures that all parts of the method are understood profoundly. The book covers the entire process of building a solid Business Case step by step. Part I - Influence Matrix: A tool for reducing the project's complexity while grasping the most important components of the entire project in respect to the outcome which is to be measured: How to capture any complex project completely and yet structured enough so that the entire Business Case is valid, verifiable, and convincing. Part II - Financial Model: The "core" of the Business Case is about more than just filling in the right numbers. How to build a structured financial model based on the Influence Matrix? How to structure it? Which data to use? From whom is data to be obtained in which form? How to fill it into the financial model? Part III - Risk- and Sensitivity Analysis: Validating the numbers statistically is the key to a sound Business Case. Basic statistical knowledge that is necessary for building and interpreting a solid Business Case is given. What is the difference between risk and sensitivity analysis? How to run a risk and sensitivity analysis? How to interpret it? The appendix includes a library of 30 Influence Matrices from 10 different industries. They offer direct practical guidance to similar projects you might be working on. The 140 day trial version of Crystal Ball(c) Oracle which is needed for a substantial risk and sensitivity analysis allows you to complete your solid Business Case right away. An extensive index makes this book not only a practical handbook for Business Case beginners but also for those who are already very experienced and wish to use it for checking specific details only. Our companion publication, Building Return on Investment (ROI) and Business Case Analysis Video Training on DVD, provides a practical, step by step DVD training for Business Case builders and their organizations

Marketing Metrics, The Definitive Guide to Measuring Marketing Performance

Business, Marketing

Author: CTI Reviews

Publisher: Cram101 Textbook Reviews

ISBN: 1490258833

Category: Education

Page: 31

View: 6478

Facts101 is your complete guide to Marketing Metrics, The Definitive Guide to Measuring Marketing Performance. In this book, you will learn topics such as MARGINS AND PROFITS, PRODUCT AND PORTFOLIO MANAGEMENT, CUSTOMER PROFITABILITY, and SALES FORCE AND CHANNEL MANAGEMENT plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

The Definitive Guide to Marketing Metrics and Marketing Analytics

Author: Jon Miller

Publisher: N.A

ISBN: 9780982981511


Page: 80

View: 5312

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.

Data-Driven Marketing

The 15 Metrics Everyone in Marketing Should Know

Author: Mark Jeffery

Publisher: John Wiley & Sons

ISBN: 0470504544

Category: Business & Economics

Page: 298

View: 3756

Praise for Data-Driven Marketing "To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability." —John M. Boushy, former CEO, Ameristar Casinos, Inc. "A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines." —Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy "Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing." —David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont "Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about—and wants to improve upon—the science of their craft." —Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

Measuring the Digital World

Using Digital Analytics to Drive Better Digital Experiences

Author: Gary Angel

Publisher: FT Press

ISBN: 0134195132

Category: Computers

Page: 256

View: 7967

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.

Marketing Metrics in Action

Creating a Performance-Driven Marketing Organization

Author: Laura Patterson

Publisher: Racom Communication

ISBN: 9781933199153

Category: Business & Economics

Page: 161

View: 2729

Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, ""Which numbers?"" Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both ""sides""—the client side and the consultant side—explains how you need to begin by identifying the elements of the right culture. First, every company’s product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization’s circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be –and be seen as being—on the same side and n the same page. Finance can’t be seen as ""the enemy,"" and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.

Managerial Statistics

Author: S. Christian Albright,Wayne L. Winston,Christopher James Zappe

Publisher: Brooks/Cole

ISBN: 9780534389314

Category: Decision making

Page: 937

View: 9409

MANAGERIAL STATISTICS presents core statistical methods in a modern, unified spreadsheet-oriented approach with a focus on applications to business. This text illustrates, in a very hands-on, example-based approach, a variety of statistical methods to help students analyze data sets and uncover important information to aid decision making. This application focus, together with Excel spreadsheet add-ins, provides a complete learning resource for students.

Social Media ROI

Managing and Measuring Social Media Efforts in Your Organization

Author: Olivier Blanchard

Publisher: Pearson Education

ISBN: 9780132678025

Category: Business & Economics

Page: 350

View: 2956

Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.

Manager's guide to making decisions about information systems

Author: Paul Gray

Publisher: Wiley

ISBN: 9780471263593

Category: Business & Economics

Page: 326

View: 2464

The sign of a smart IS decision... The sign of a smart decision about information systems isn't based on technical details alone; it's based on how well that decision contributes to the overall success of the business. If you want to make your firm's investment in IS really pay off, you need to approach IS from a truly managerial perspective. Now with Paul Gray's Manager's Guide to Making Decisions About IS, you'll learn how IS can help the organization as a whole, and how to make key decisions on whether to undertake, upgrade, or decommission large software systems. You'll also learn about the capabilities of IS, such as the many uses of a data warehouse and using IS to gain competitive intelligence. See the big picture. The Manager's Guide to Making Decisions About IS first focuses on big picture issues, such as hardware, software, and the Internet; strategic uses of IS; aligning IS with the business; types of applications; and inter-organizational systems. Make decisions on big-ticket applications. Gray then provides you with essential knowledge that will help you make informed decisions on big-ticket applications, including electronic commerce, enterprise requirements planning (ERP), customer relationship management (CRM), data warehousing, knowledge management, and business intelligence. Explore current IS issues. Finally, the Manager's Guide to Making Decisions About IS examines the IS issues that managers are currently facing in today's business, including outsourcing, systems integration, supply chain, people issues, mergers and acquisitions, infrastructure, and privacy, security, and ethics. Armed with this knowledge, you'll have the confidence and understanding you need to sign-off on IS decisions that will have a valuable impact on your organization.

Leading on the Edge of Chaos

The 10 Critical Elements for Success in Volatile Times

Author: Emmett C. Murphy,Mark Andrew Murphy

Publisher: Prentice Hall


Category: Business & Economics

Page: 226

View: 3107

Presents ten strategies by which companies can survive and profit during the current economic recession, covering maneuvering around the competition, cutting costs, and communicating effectively, and providing case studies of top companies.

Marketing Value Metrics

A New Metrics Model to Measure Marketing Effectiveness

Author: Malcolm McDonald,Peter Mouncey,Stan Maklan

Publisher: Kogan Page Publishers

ISBN: 074946898X

Category: Business & Economics

Page: 328

View: 4571

This second edition of Marketing Accountability, now called Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows how marketing systematically contributes to shareholder value, but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout, this new edition includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.

The Profit Impact of Marketing Strategy Project

Retrospect and Prospects

Author: Paul W. Farris,Michael J. Moore

Publisher: Cambridge University Press

ISBN: 9781139456401

Category: Business & Economics

Page: N.A

View: 463

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.

Chasing Wisdom

Finding Everyday Leadership in Business and Life

Author: Samuel C. Certo Phd

Publisher: Tate Publishing & Enterprises

ISBN: 9781630638825

Category: Business & Economics

Page: 300

View: 1477

When was the last time you were confronted with a business or employee problem that you weren't quite sure how to handle? Maybe mistrust or dysfunctional conflicts among staff members have been severely limiting company progress. Or, maybe you just want to improve your business, client, and employee relations. No matter your goals, this book will help you by providing practical tools by becoming wiser in business and life--tools that help you put biblical thought into everyday practice. Dr. Samuel C. Certo illustrates these tools through personal conversations with his two adult sons as they explore ways to incorporate wisdom into business management. Chasing Wisdom is also available as an audio book or e-book. Keep up with Chasing Wisdom news at: