Measuring Marketing: 110+ Key Metrics Every Marketer Needs, Second Edition

  • 5h 3m
  • John A. Davis
  • John Wiley & Sons (US)
  • 2013

Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities.

This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when.

  • Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately
  • Measuring marketing success is difficult, but this book shows what and when to assess
  • Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies

The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.

About the Author

John A. Davis is the author of several acclaimed marketing books, including The Olympic Games Effect (second edition in 2012; first edition in 2008); Competitive Success; Measuring Marketing; Magic Numbers for Sales Management; and Magic Numbers for Consumer Marketing. He is a member of the marketing faculty at the Lundquist College of Business, University of Oregon. Previously, he was Dean, Global MBA Program at SP Jain School of Global Management, with campuses in Singapore, Dubai, and Sydney. In 2010, he was the recipient of the Best Professor of Marketing honor, awarded by CMO Asia and Asia's Best Business School Awards. Before SP Jain, he was Department Chair and Professor of Marketing at Emerson College and Professor of Marketing Practice at Singapore Management University, where he received the Most Inspiring Teacher award and Dean's Teaching Honors. John regularly consults with leading global companies and is a sought-after conference speaker. He has spoken at TEDx, YPOs, Global Brand Forum, World Knowledge Forum, American Marketing Association, the Lausanne Sports Management Conference, and Entrepreneur's Organization. He has founded two award-winning companies and had led marketing teams at Nike, Informix, and Transamerica. He received his MBA from Columbia University and his BA from Stanford University.

In this Book

  • Revenue
  • Gross Profit
  • Value-to-Volume Ratio
  • Net Profit
  • Earnings-Based Value
  • Return on Sales
  • Return on Assets
  • Return on Equity
  • Market Share
  • Relative Market Share
  • Market Growth
  • Market Demand
  • Market Penetration
  • Program/Non-Program Ratio
  • Program/Payroll Ratio
  • Causal Forecast
  • Time-Series Analysis
  • Brand Equity
  • Brand Scorecards
  • Brand Premium
  • Brand Contribution and Review Analysis
  • Net Sales Contribution
  • Time-Driven Activity-Based Costing
  • Segment Profitability
  • Customer Profitability
  • Share of Customer
  • Return on CustomerSM
  • New Customer Gains
  • Customer Acquisition Costs
  • Cost per Lead
  • Retention Rate
  • Churn Rate
  • Customer Losses
  • Consumer Franchise
  • Customer Equity and Customer Lifetime Value (CLTV)
  • Customer Brand Value
  • Usage
  • New Product Purchase Rate
  • Marketing Cost per Unit
  • Price
  • Markup Price
  • Target Return Price
  • Sales Price Variance
  • Markdown Goods Percentage
  • Profit Impact
  • Share of Voice
  • Recall
  • Recognition
  • Reach
  • Frequency
  • Gross Rating Points (GRP)
  • Cost per Gross Rating Point (CPP)
  • Response Rate
  • Conversion Rate
  • Advertising-to-Sales Ratio
  • Promotion Profit
  • Direct Marketing Revenue Goals
  • Direct Marketing Profit Goals
  • Direct Marketing Gross Profit
  • Direct Marketing Net Profit
  • Direct Marketing ROI
  • Gross Page Impressions (or Gross Page Requests)
  • Word of Mouth (WOM)
  • Total Clicks
  • Click-Through Rate (CTR)
  • Cost per Click
  • Cost per Action
  • Pay per Lead
  • Activity Ratio for Social Media
  • Deductive Social Media ROI
  • Resolution Time
  • Social Media Profitability
  • Cost per Sales Dollar
  • Transactions per Customer
  • Transactions per Hour
  • Average Transaction Size
  • Average Items per Transaction
  • Hourly Customer Traffic
  • Returns to Net Sales
  • Inventory Turnover
  • Percent Inventory Carrying Costs
  • Gross Margin Return on Inventory Investment
  • Sales per Square Foot
  • Sales/Profits per Employee
  • Retail Close Ratio
  • Retailer's Margin Percentage
  • Percent Utilization of Discounts
  • Shrinkage to Net Sales
  • Net Sales Contribution
  • Absolute Index (AI)
  • Relative Index
  • Percent of Sales
  • Independent Sales Representative Analysis
  • Turnover Rate
  • Recruiting
  • Breakdown Approach
  • Workload Approach
  • Sales Performance Quotas
  • Average Sales per Call
  • Close Process and Close Ratio
  • Cost per Call
  • Break-Even Sales Volume
  • Sales Productivity
  • Four Factor Model
  • Sales Variance Analysis
  • Sales Volume Variance
  • Straight Salary
  • Straight Commission Plans
  • Profit-Based Commission
  • Salary Plus Commission or Bonus
  • Salary Plus Commission and Bonus
  • Commission Plus Bonus
  • Team Selling Compensation
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