Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and 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 every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: . Understand the full spectrum of marketing metrics: pros, cons, nuances, and application . Quantify the profitability of products, customers, channels, and marketing initiatives . Measure everything from bounce rates to the growth of your web communities . Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI. "

Genres: Business, Nonfiction, Reference

414 pages, Hardcover

First published November 24, 2009

Reviews

[Manu · Rating 2 out of 5]

This book presents a detailed overview of marketing metrics that could be relevant both for marketing executives and campaign managers.

Many different kinds of metrics have been touched in this book ranging from strategic, digital, product positioning to financial. Also, most of the metrics have been explained with the help of very simple data sets and problems that make it easy to understand these metrics especially those that you might not have heard or have been looking at. Another aspect of the book that I liked was the "hint of reality" where in for almost all the metrics, the authors have talked about the usefulness along with the challenges around gathering data points to track these metrics. Being long time practitioner in the field of marketing analytics, I can totally relate to this challenge.

3 areas where this book felt short of my expectations:
- There are very critical metrics for marketing like demand waterfall performance & marketing campaigns performance. These are the metrics which marketers live by each day to plan & justify their spend at most granular level.
- This book stops at talking about these metrics but does very little around how to connect the dots with these metrics so as to leverage them for gathering actionable business insights for marketing.
- Although challenges around gathering data for metrics have been mentioned but the book says very little around how to overcome those challenges to come close towards tracking these metrics.

Overall, a good read from theory perspective especially for those who are new to the field and would like to understand the field of marketing analytics but I found this book falling short around practical implications.

[Francisca Bahamondes Walters · Rating 4 out of 5]

Excelente libro que ayudar a llevar al marketing a un nivel mucho más analítico y medir el desempeño de este, mostrando el valor que puede generar para la empresa. Es un texto muy técnico y universitario. Ojo.

[нєνєℓ ¢ανα · Rating 4 out of 5]

It's quite useful for experts!...

[Guy Powell · Rating 3 out of 5]

Farris and Reibstein put together a great anthology of methods to use to calculate marketing effectiveness. This is a great starter book for young marketers.

[Charles · Rating 5 out of 5]

All metrics, all the time is the best way to describe this book. Unlike some business books that wave their hands over the inclusion of formulas, this one contains a large number of equations. It seems unlikely that there is a formula that could be used to measure marketing performance that is not in this book.
For each one, there is the purpose of the formula, where it can be applied with confidence, circumstances where it is of questionable value, the explanation of the data inputs and one or more example computations with an explanation of what the computed value means. The level of mathematics is basically that of fundamental algebra, so it is accessible to nearly all that have had high school or college algebra.
It has been stated by many that if you can measure it, you can know it. Furthermore, if you cannot quantify something, there will always be a fundamental lack of understanding. After reading this book with understanding, if you cannot measure your marketing performance, the only conclusion is that you are not doing marketing.

[Tatiana Jimenez · Rating 4 out of 5]

This is a great resource book. I don't recommend trying to read it from cover to cover (like I did). It's written in a way that's not too dry, but it's not exactly fun to read. Super informative and well organized.

[K.M. Weiland]

Realized pretty quickly that the book was dealing with business models too different from my own to be worth wading through the thick jargon, so I gave it a pass.

[Ben · Rating 1 out of 5]

I can't imagine this would be helpful to anyone except on a very basic level.

[Such]

good basics

[Andrea Staargaard · Rating 5 out of 5]

A great read for anyone wondering how on earth to start measuring the return on marketing investments.

[Takuma Watanabe · Rating 3 out of 5]

so so