Measuring Marketing 110+ Key Metrics Every Marketer Needs

ISBN-10: 111815374X
ISBN-13: 9781118153741
Edition: 2nd 2013
Authors: John A. Davis
List price: $26.99
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Description: This second edition discusses the key marketing metrics needed for successfully measuring the performance of an organization’s marketing investments. CEOs and CFOs regularly ask “what measure can I use to determine if my company’s marketing is  More...

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Book details

List price: $26.99
Edition: 2nd
Copyright year: 2013
Publisher: John Wiley & Sons, Limited
Publication date: 1/18/2013
Binding: Paperback
Pages: 368
Size: 7.00" wide x 10.25" long x 1.25" tall
Weight: 0.220
Language: English

This second edition discusses the key marketing metrics needed for successfully measuring the performance of an organization’s marketing investments. CEOs and CFOs regularly ask “what measure can I use to determine if my company’s marketing is effective?” The answer is that there is no single measure that accomplishes this.  Today’s companies are expected to demonstrate consistent, positive growth and responsible financial performance.  Likewise, marketing managers must show a clear return on investment for the plans they recommend.   Marketing activities must align with the company’s overall strategic and financial goals. The challenge is to know what marketing activity to measure and when since, as companies grow, customers’ expectations shift and market conditions change, requiring marketers to adapt their strategy and adjust tactics accordingly. Thus, the question frequently asked is:-Can Marketing Be Measured?

Acknowledgments
Introduction
Corporate Financial Metrics
Revenue
Gross Profit
Value-to-Volume Ratio
Net Profit
Earnings-Based Value
Return on Sales
Return on Assets
Return on Equity
Marketing Planning Metrics
Market Share
Relative Market Share
Market Growth
Market Demand
Market Penetration
Program/Non-Program Ratio
Program/Payroll Ratio
Causal Forecast
Time-Series Analysis
Brand Metrics
Brand Equity
Brand Scorecards
Brand Premium
Brand Contribution and Review Analysis
Customer Metrics
Net Sales Contribution
Time-Driven Activity-Based Costing
Segment Profitability
Customer Profitability
Share of Customer
Return on Customer<sup>SM</sup>
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
Product/Offering Metrics
Usage
New Product Purchase Rate
Marketing Cost per Unit
Price Metrics
Price
Markup Price
Target Return Price
Sales Price Variance
Markdown Goods Percentage
Profit Impact
Advertising/Promotion Metrics
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 Metrics
Direct Marketing Revenue Goals
Direct Marketing Profit Goals
Direct Marketing Gross Profit
Direct Marketing Net Profit
Direct Marketing ROI
Online/Digital/Social Metrics
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
Place/Distribution Metrics
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
Sales Metrics
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
About the Author
Index

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