Measuring Marketing: 110+ Key Metrics Every Marketer Needs
Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success.Nobody knows this better than author John Davis. For nearly two decades, he's been a thought leader in the fields of marketing and advertising, and now, withMeasuring Marketing, Second Edition, he returns to share his extensive insights with you.Organized into eleven focused sections—to reflect the metrics needed today for successfully measuring the performance of an organization's marketing operations—this reliable resource still remains true to the first edition's effective approach of making a complex topic understandable. Written for both marketing managers who are now accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective.Along the way, you'll be introduced to a variety of these important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics—including significant updates to the online/digital/social area—Measuring Marketing, Second Editionwill put you in a better position to excel at this difficult endeavor.The measurement of marketing performance has become one of today's most important business needs. And while there is no single measure to determine if a company's marketing is truly effective, knowing what you can and should be measuring, as well as knowing when to do it, will keep you one step ahead of the competition.Measuring Marketing, Second Editioncan help you achieve these essential goals.