Marketing Metrics：50+ Metrics Every Executive Should Master

Fewmarketersrecognizetheextraordinaryrangeofmetricsnowavailableforevaluatingtheirstrategiesandtactics.InMarketingMetrics,fourleadingresearchersandconsultantssystematicallyintroducetoday'smostpowerfulmarketingmetrics.Theauthorsshowhowtousea"dashboard"ofmetricstoviewmarketdynamicsfromvariousperspectives,maximizeaccuracy,and"triangulate"tooptimalsolutions.Theircomprehensivecoverageincludesmeasurementsofpromotionalstrategy,advertising,anddistribution;customerperceptions;marketshare;competitors'power;marginsandprofits;productsandportfolios;customerprofitability;salesforcesandchannels;pricingstrategies;andmore.You'lllearnhowandwhentoapplyeachmetric,andunderstandtradeoffsandnuancesthatarecriticaltousingthemsuccessfully.Theauthorsalsodemonstratehowtousemarketingmetricsasleadingindicators,identifyingcrucialnewopportunitiesandchallenges.Forclarityandsimplicityallcalculationscanbeperformedbyhand,orwithbasicspreadsheettechniques.Incomingyears,fewmarketerswillrisetoseniorexecutivelevelswithoutdeepfluencyinmarketingmetrics.Thisbookisthefastest,easiestwaytogainthatfluency.