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Marketing Metrics: 50 + Metrics Every Executive Should Masterby Paul W. Farris
Synopses & ReviewsPublisher Comments: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. Book News Annotation:This resource for marketing professionals and business executives
describes 50 key tools and techniques for evaluating markets and
measuring the results of business practices. Farris (marketing, U. of
Virginia) and co-authors have organized the material into 11 chapters
that correspond to the various roles played by marketing metrics in
enterprise management (i.e., portfolio management, pricing strategy,
promotion, etc.). Most of the calculations can be performed by hand,
and advanced mathematical notation has been avoided.
Annotation ©2006 Book News, Inc., Portland, OR (booknews.com) Book News Annotation:This resource for marketing professionals and business executives
describes 50 key tools and techniques for evaluating markets and
measuring the results of business practices. Farris (marketing, U. of
Virginia) and co-authors have organized the material into 11 chapters
that correspond to the various roles played by marketing metrics in
enterprise management (i.e., portfolio management, pricing strategy,
promotion, etc.). Most of the calculations can be performed by hand,
and advanced mathematical notation has been avoided.
Annotation ©2006 Book News, Inc., Portland, OR (booknews.com) Synopsis:"Measurement is critical to the health of any business, and "Marketing Metrics" highlights key tools and techniques across many measurement landscapes-from the consumer, to the sales force, to the ever-changing media environment. It's a 'must-read' for any business leader who wants to optimize the way they measure business activities and results in order to grow their business." -Kimberley B. Dedeker, Vice President, Global Consumer & Market Knowledge, Procter & Gamble "Why read "Marketing Metrics"? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them." -Erv Shames, former CEO, Kraft Foods "Why was this book not written earlier? "Marketing Metrics" presents an excellent compendium of the metrics you really need to know, along with a structural framework that ties them together and helps you steer your business successfully." -Dr. Hans-Willi Schroiff, Vice President, Market Research/Business Intelligence, Henkel "Marketing is being challenged, as never before, to be accountable. This book, by describing metric options and their risks, will help address this challenge." -David Aaker, author of "Brand Portfolio Strategy" "Measurement is central to our business discipline. What gets measured matters, and having the right measures is key. "Marketing Metrics" provides an insightful compilation of what to measure and how to measure it for today's marketing-savvy executives." -Glenn Renwick, CEO of the Progressive Corporation (Progressive DirectSM and Drive(R) Insurance from Progressive) "Marketing, as a function, is under increasing pressure todevelop business-oriented metrics to justify marketing mix investments. "Marketing Metrics "offers clear advice on how to develop common marketing metrics that are relevant and accessible to both marketing and non-marketing decision makers." -Anil Menon, Vice President, Marketing, Systems & Technology Group, IBM Marketers now recognize the importance of metrics, but few understand the breadth, depth, or power of the metrics now available to them. In "Marketing Metrics," four leading researchers and consultants systematically introduce today's most valuable marketing metrics, showing exactly how to use them to maximize marketing ROI and identify the best new opportunities for profit. The authors show how to use a "dashboard" of metrics to view market dynamics from multiple perspectives, to maximize accuracy, and to "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 clarity and simplicity, this book avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior levels without deep fluency in marketing metrics. "Marketing Metrics" is the fastest, easiest way to gain that fluency-and differentiate yourself in a challenging environment. - Measuring share: hearts, minds, and markets" Probing the hidden dynamics behind "market share"" - Understanding profitability better than ever before" Accurately quantifying theprofitability of products, customers, channels, and more" - Advertising and promotion metrics, in detail" From promotional lift and price waterfalls to the latest Web metrics" - Linking marketing to enterprise financial metrics" Understanding your true return on marketing investment-and enhancing it"
Synopsis:Today's best marketers recognize the importance of metrics, measurement, and accountability, but few recognize the extraordinary range of metrics available for evaluating their strategies and tactics. This book introduces today's most powerful marketing metrics and shows readers how to use metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions.
About the AuthorPaul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris’ research has produced award-winning articles on retail power and measurement of advertising effects. He has published many marketing articles in publications such as the Harvard Business Review, Journal of Marketing, Journal of Retailing, and Marketing Science. Farris is currently working on methods for integrating and improving marketing metrics. He is author or co-author of several books, including Advertising Budgeting: A Report from the Field. Farris’ consulting clients range from Procter and Gamble, to Apple and IBM. Before moving to Virginia, he taught marketing at the Harvard Business School and also has worked in product management for Unilever, Germany and account management for the LINTAS advertising agency. He is a current and past board member for several U.S and international companies.
Neil T. Bendle is a Ph.D. student in marketing at the Carlson School of Management, University of Minnesota. He holds an MBA from Darden, and has nearly a decade’s experience in marketing management, consulting, business systems improvement, and financial management. Bendle was responsible for measuring the success of marketing campaigns for the UK’s Labour Party.
Phillip E. Pfeifer, Alumni Research Professor of Business Administration at The Darden Graduate Business School, currently specializes in interactive marketing. He has published a popular MBA textbook and over 25 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. Pfeifer was recognized in 2004 as the Darden School’s faculty leader in external case sales. His teaching has won student awards and been recognized in Business Week’s Guide to the Best Business Schools. His recent clients include Circuit City, Procter and Gamble, and CarMax.
David J. Reibstein is the William Stewart Woodside Professor and Professor of Marketing at the Wharton School. His research focuses on marketing metrics and their link to financial consequences, competitive marketing strategy, market segmentation, brand choice, and product line breadth. He has been published in every major marketing journal and has authored or co-authored numerous books. He served as the Executive Director of the Marketing Sciences Institute, and co-founded Wharton’s CMO Summit. Reibstein architected and teaches the Wharton Executive Education course on marketing metrics. He consults with leading businesses, including GE, Shell Oil, HP, Novartis, Johnson and Johnson, Merck, and Major League Baseball. He has served as Vice Dean and Director of Wharton’s Graduate Division, as visiting professor at Stanford and INSEAD, and as faculty member at Harvard. Reibstein was the co-founder of Shopzilla, one of the first product search engines, and serves on several corporate boards.
Table of ContentsAcknowledgments xi About the Authors xiii Foreword xv
Chapter 1: Introduction 1 Chapter 2: Share of Hearts, Minds, and Markets 11 Chapter 3: Margins and Profits 45 Chapter 4: Product and Portfolio Management 89 Chapter 5: Customer Profitability 129 Chapter 6: Sales Force and Channel Management 157 Chapter 7: Pricing Strategy 195 Chapter 8: Promotion 239 Chapter 9: Advertising Media and Web Metrics 263 Chapter 10: Marketing and Finance 305 Chapter 11: The Marketing Metrics X-Ray 323
Bibliography 335 Endnotes 339 Index 345 What Our Readers Are SayingBe the first to add a comment for a chance to win!Product Details
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