Cover image for Marketing Metrics, 4th Edition

Marketing Metrics, 4th Edition

Author Neil T. Bendle , Paul W. Farris , Phillip E. Pfeifer
Release Date: 2020/09/01
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Book Description

Your Definitive, Up-to-Date Guide to Marketing MetricsChoosing Them, Implementing Them, Applying Them

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply todays best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.

  • Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more

  • Apply web, online, social, and mobile metrics more effectively

  • Build models to optimize planning and decision-making

  • Attribute purchase decisions when multiple channels interact

  • Understand the links between search and distribution, and use new online distribution metrics

  • Evaluate marketings impact on a publicly traded firms financial objectives

Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every taskand capture data thats valid, reliable, and actionable.

Table of Contents

  1. Cover Page
  2. About This eBook
  3. Half Title Page
  4. Title Page
  5. Copyright Page
  6. Dedication Page
  7. Contents at a Glance
  8. Contents
  9. Register Your Book
  10. Acknowledgments
  11. About the Authors
  12. Foreword
  13. Foreword to the Fourth Edition
  14. 1. Introduction
    1. 1.1 What Is a Metric?
    2. 1.2 Why Do You Need Metrics?
    3. 1.3 Marketing Metrics: Opportunities, Performance, and Accountability
    4. 1.4 Choosing the Right Numbers
    5. 1.5 What Are We Measuring?
    6. 1.6 Value of Information
    7. 1.7 Mastering Metrics
    8. 1.8 Where Are the “Top Ten” Metrics?
    9. 1.9 What Is New in the Fourth Edition?
    10. 1.10 New Developments in the World of Marketing Metrics
  15. 2. Share of Hearts, Minds, and Markets
    1. Introduction
    2. 2.1 Market Share
    3. 2.2 Relative Market Share and Market Concentration
    4. 2.3 Brand Development Index and Category Development Index
    5. 2.4 Penetration
    6. 2.5 Share of Requirements
    7. 2.6 Usage Index
    8. 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
    9. 2.8 Customer Satisfaction and Willingness to Recommend
    10. 2.9 Net Promoter
    11. 2.10 Willingness to Search
    12. 2.11 Neuroscience Measures
  16. 3. Margins and Profits
    1. Introduction
    2. 3.1 Margins
    3. 3.2 Prices and Channel Margins
    4. 3.3 Average Price per Unit and Price per Statistical Unit
    5. 3.4 Variable Costs and Fixed Costs
    6. 3.5 Marketing Spending—Total, Fixed, and Variable
    7. 3.6 Break-Even Analysis and Contribution Analysis
    8. 3.7 Profit-Based Sales Targets
  17. 4. Product and Portfolio Management
    1. Introduction
    2. 4.1 Trial, Repeat, Penetration, and Volume Projections
    3. 4.2 Growth: Percentage and CAGR
    4. 4.3 Cannibalization Rates and Fair Share Draw
    5. 4.4 Brand Equity Metrics
    6. 4.5 Conjoint Utilities and Consumer Preference
    7. 4.6 Segmentation Using Conjoint Utilities
    8. 4.7 Conjoint Utilities and Volume Projection
  18. 5. Customer Profitability
    1. Introduction
    2. 5.1 Customers, Recency, and Retention
    3. 5.2 Customer Profit
    4. 5.3 Customer Lifetime Value
    5. 5.4 Prospect Lifetime Value Versus Customer Value
    6. 5.5 Acquisition Versus Retention Cost
  19. 6. Sales Force Management
    1. Introduction
    2. 6.1 Sales Force Coverage: Territories
    3. 6.2 Sales Force Objectives: Setting Goals
    4. 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
    5. 6.4 Sales Force Compensation: Salary/Reward Mix
    6. 6.5 Sales Force Tracking: Pipeline Analysis
  20. 7. Channel Management
    1. Introduction
    2. 7.1 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
    3. 7.2 Supply Chain Metrics
    4. 7.3 SKU Profitability: Markdowns, GMROII, and DPP
    5. 7.4 Online Distribution Metrics
    6. 7.5 Combining Search and Distribution
    7. 7.6 Understanding Channel Dependencies
  21. 8. Pricing Strategy
    1. Introduction
    2. 8.1 Price Premium
    3. 8.2 Reservation Price and Percent Good Value
    4. 8.3 Price Elasticity of Demand
    5. 8.4 Optimal Prices and Linear and Constant Demand Functions
    6. 8.5 Own, Cross, and Residual Price Elasticity
  22. 9. Promotion
    1. Introduction
    2. 9.1 Baseline Sales, Incremental Sales, and Promotional Lift
    3. 9.2 Redemption Rates, Costs for Coupons and Rebates, and Percentage Sales with Coupon
    4. 9.3 Promotions and Pass-Through
    5. 9.4 Price Waterfall
  23. 10. Advertising and Sponsorship Metrics
    1. Introduction
    2. 10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
    3. 10.2 Cost per Thousand Impressions (CPM) Rates
    4. 10.3 Reach, Net Reach, and Frequency
    5. 10.4 Frequency Response Functions
    6. 10.5 Effective Reach and Effective Frequency
    7. 10.6 Share of Voice
    8. 10.7 Advertising Elasticity of Demand
    9. 10.8 Return on Advertising Spend (ROAS)
    10. 10.9 Equivalent Media Value from Sponsorship
    11. 10.10 Sponsorship ROI
  24. 11. Online, Email, and Mobile Metrics
    1. Introduction
    2. 11.1 Impressions and Pageviews
    3. 11.2 Media Display Time and Interaction Rate
    4. 11.3 Clickthrough Rates
    5. 11.4 Cost per Impression, Cost per Click, and Cost per Order
    6. 11.5 Visits, Visitors, and Abandonment
    7. 11.6 Bounce Rate (website)
    8. 11.7 Social Media Metrics: Friends/Followers/Supporters/Likes
    9. 11.8 Downloads
    10. 11.9 Mobile Metrics
    11. 11.10 Email Metrics
  25. 12. Marketing and Finance
    1. Introduction
    2. 12.1 Net Profit and Return on Sales
    3. 12.2 Return on Investment
    4. 12.3 Economic Profit—EVA
    5. 12.4 Evaluating Multi-period Investments
    6. 12.5 Marketing Return on Investment
    7. 12.6 Financial Market Measures
    8. 12.7 Combined Market and Accounting Measures
  26. 13. The Marketing Metrics X-Ray and Testing
    1. 13.1 The Marketing Metrics X-Ray
    2. 13.2 The Value of Information
    3. 13.3 Testing
  27. 14. System of Metrics
    1. 14.1 Modeling Firm Performance
    2. 14.2 Three Reasons for Using Systems of Identities in Marketing
    3. 14.3 Marketing Mix Models: Monitoring Relationships Between Marketing Decisions and Objectives
    4. 14.4 Related Metrics and Concepts
    5. Conclusion
  28. Bibliography
  29. Endnotes
  30. Index
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