Metrics for Marketers - A Guide for Professional Marketers by Andrew Hatcher

by Andrew Hatcher

This Guide takes a wide ranging look at the world of marketing measurement including what role those measurements play, how to make them effective and how they can be used to drive subsequent commercial decision-making. It starts by considering the role of marketing metrics and what an organisation requires in order to be able to identify and use effective marketing metrics. It then looks in detail at the key areas of marketing metrics available including market and brand metrics, product and portfolio metrics, digital metrics and business and finance metrics. It also looks at different measurement techniques in different contexts. It then looks in detail at measures of marketing performance and of marketing activities, how to analyse and respond to these and how to use metrics-based dashboards and other tools to improve performance. Finally, it considers sources of data for metrics, how metrics can impact on each other and the tools available for marketing insight and strategic decision-making. The Guide includes a useful summary detailing all of the key metrics discussed in the text

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