Marketing Metrics The Manager’s Guide to Measuring Marketing Performance 3rd edition by Paul Farris , Neil Bendle , Phillip Pfeifer, David Reibstein ISBN 0134085965 978-0134085968
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Marketing Metrics The Manager’s Guide to Measuring Marketing Performance 3rd edition by Paul Farris , Neil Bendle , Phillip Pfeifer, David Reibstein – Ebook PDF Instant Download/Delivery: 0134085965 978-0134085968
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Product details:
ISBN 10: 0134085965
ISBN 13: 978-0134085968
Author: Paul Farris , Neil Bendle , Phillip Pfeifer, David Reibstein
Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:
- Important new coverage of intangible assets
- A rigorous and practical discussion of quantifying the value of information
- More detail on measuring brand equity
- A complete separate chapter on web, SEM, mobile, and “digital” metrics
- Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics
- An up-to-date survey of free metrics available from Google and elsewhere
- Expanded coverage of methodologies for quantifying marketing ROI
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, channels, and more.
For each metric, the authors present real-world pros, cons, and tradeoffs ― and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning ― and optimize every marketing decision you make.
Marketing Metrics The Manager’s Guide to Measuring Marketing Performance 3rd Table of contents:
1. Introduction
1.1 What Is a Metric?
1.2 Why Do You Need Metrics?
1.3 Marketing Metrics: Opportunities, Performance, and Accountability
1.4 Choosing the Right Numbers
Data Availability and Globalization of Metrics
1.5 What Are We Measuring?
1.6 Value of Information
1.7 Mastering Metrics
1.8 Where are the “Top Ten” Metrics?
1.9 What’s New in the Third Edition?
Organization of the Text
Components of Each Chapter
aReference Materials
References and Suggested Further Reading
2. Share of Hearts, Minds, and Markets
Introduction
2.1 Market Share
Purpose: Key indicator of market competitiveness
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
2.2 Relative Market Share and Market Concentration
Purpose: To assess a firm’s or a brand’s success and its position in the market
Construction
Related Metrics and Concepts
Data Sources, Complications, and Cautions
Related Metrics and Concepts
2.3 Brand Development Index and Category Development Index
Purpose: To understand the relative performance of a brand or category within specified customer groups
Construction
Data Sources and Complications
Related Metrics and Concepts
2.4 Penetration
Construction
Data Sources, Complications, and Cautions
2.5 Share of Requirements
Purpose: To understand the source of market share in terms of breadth and depth of consumer franchise, as well as the extent of relative category usage (heavy users/larger customers versus light users/smaller customers)
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
2.6 Usage Index
Purpose: To define and measure whether a firm’s consumers are “heavy users.”
Construction
Data Sources, Complications, and Cautions
Understanding Double Jeopardy and Usage Index
Related Metrics and Concepts
2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
Purpose: To track trends in customer attitudes and behaviors
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
2.8 Customer Satisfaction and Willingness to Recommend
Purpose: Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
2.9 Net Promoter
Purpose: To measure how well the brand or company is succeeding in creating satisfied, loyal customers
Construction
Data Sources, Complications and Cautions
2.10 Willingness to Search
Purpose: To assess the commitment of a firm’s or a brand’s customer base
Construction
Data Sources, Complications, and Cautions
2.11 Neuroscience Measures (with Dr. Manuel Garcia-Garcia and Pasha Davoudian)
Purpose: Using Technology to Understand Consumer Behavior
Construction
Why Use These Techniques?
Data Sources, Complications and Cautions
Further Reading
3. Margins and Profits
Introduction
3.1 Margins
Purpose: To determine the value of incremental sales, and to guide pricing and promotion decisions
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
3.2 Prices and Channel Margins
Purpose: To calculate selling prices at each level in the distribution channel
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
3.3 Average Price per Unit and Price per Statistical Unit
Purpose: To calculate meaningful average selling prices within a product line that includes items of different sizes
Construction
Price per Statistical Unit
Data Sources, Complications, and Cautions
3.4 Variable Costs and Fixed Costs
Purpose: To understand how costs change with volume
Construction
Data Sources, Complications, and Cautions
3.5 Marketing Spending—Total, Fixed, and Variable
Purpose: To forecast marketing spending and assess budgeting risk
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
3.6 Break-Even Analysis and Contribution Analysis
Purpose: To provide a rough indicator of the earnings impact of a marketing activity
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
3.7 Profit-Based Sales Targets
Purpose: To ensure that marketing and sales objectives mesh with profit targets
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
4. Product and Portfolio Management
Introduction
4.1 Trial, Repeat, Penetration, and Volume Projections
Purpose: To understand volume projections
Construction
Simulated Test Market Results and Volume Projections
Data Sources, Complications, and Cautions
Related Metrics and Concepts
4.2 Growth: Percentage and CAGR
Purpose: To measure growth
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
4.3 Cannibalization Rates and Fair Share Draw
Data Sources, Complications, and Cautions
4.4 Brand Equity Metrics
Purpose: To measure the value of a brand
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
Additional Citation
4.5 Conjoint Utilities and Consumer Preference
Purpose: To understand what customers want
Construction
Data Sources, Complications, and Cautions
4.6 Segmentation Using Conjoint Utilities
Purpose: To identify segments based on conjoint utilities
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Data Sources, Complications, and Cautions
4.7 Conjoint Utilities and Volume Projection
Purpose: To use conjoint analysis to project the market share and the sales volume that will be achieved by a product or service
Data Sources, Complications, and Cautions
References and Suggested Further Reading
5. Customer Profitability
Introduction
5.1 Customers, Recency, and Retention
Purpose: To monitor firm performance in attracting and retaining customers
Construction
Data Sources, Complications, and Cautions
5.2 Customer Profit
Purpose: To identify the profitability of individual customers
Construction
Data Sources, Complications, and Cautions
5.3 Customer Lifetime Value
Purpose: To assess the value of each customer
Construction
Data Sources, Complications, and Cautions
5.4 Prospect Lifetime Value Versus Customer Value
Purpose: To account for the lifetime value of a newly acquired customer (CLV) when making prospecting decisions
Construction
Data Sources, Complications, and Cautions
5.5 Acquisition Versus Retention Cost
Purpose: To determine the firm’s cost of acquisition and retention
Construction
Data Sources, Complications, and Cautions
References and Suggested Further Reading
6. Sales Force and Channel Management
Introduction
6.1 Sales Force Coverage: Territories
Purpose: To create balanced sales territories
Construction
Data Sources, Complications, and Cautions
6.2 Sales Force Objectives: Setting Goals
Purpose: To motivate sales personnel and establish benchmarks for evaluating and rewarding their performance
Construction
Data Sources, Complications, and Cautions
6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
Purpose: To measure the performance of a sales force and of individual salespeople
Construction
Data Sources, Complications, and Cautions
6.4 Sales Force Compensation: Salary/Reward Mix
Purpose: To determine the mix of salary, bonus, and commission that will maximize sales generated by the sales force
Construction
Data Sources, Complications, and Cautions
6.5 Sales Force Tracking: Pipeline Analysis
Purpose: To forecast upcoming sales and evaluate workload distribution
Construction
Data Sources, Complications, and Cautions
6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
Purpose: To measure a firm’s ability to convey a product to its customers
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
6.7 Supply Chain Metrics
Purpose: To monitor the effectiveness of an organization in managing the distribution and logistics process
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
6.8 SKU Profitability: Markdowns, GMROII, and DPP
Purpose: To assess the effectiveness and profitability of individual product and category sales
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
References and Suggested Further Reading
7. Pricing Strategy
Introduction
7.1 Price Premium
Purpose: To evaluate product pricing in the context of market competition
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
7.2 Reservation Price and Percent Good Value
Purpose
Construction
Data Sources, Complications, and Cautions
Linear Demand
7.3 Price Elasticity of Demand
Purpose: To understand market responsiveness to changes in price
Construction
Constant Elasticity: Demand Curve with a Constantly Changing Slope
Data Sources, Complications, and Cautions
7.4 Optimal Prices and Linear and Constant Demand Functions
Purpose: To determine the price that yields the greatest possible contribution
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
Caution: Regulation
7.5 “Own,” “Cross,” and “Residual” Price Elasticity
Purpose: To account for both customers’ price elasticity and potential competitive reactions when planning price changes
Construction
Data Sources, Complications, and Cautions
Prisoner’s Dilemma Pricing
References and Suggested Further Reading
8. Promotion
Introduction
8.1 Baseline Sales, Incremental Sales, and Promotional Lift
Purpose: To select a baseline of sales against which the incremental sales and profits generated by marketing activity can be assessed
Construction
Data Sources, Complications, and Cautions
8.2 Redemption Rates, Costs for Coupons and Rebates, Percent Sales with Coupon
Purpose: To track and evaluate coupon usage
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
8.3 Promotions and Pass-Through
Purpose: To measure whether trade promotions are generating consumer promotions
Construction
Data Sources, Complications, and Cautions
8.4 Price Waterfall
Purpose: To assess the actual price paid for a product, in comparison with the list price
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
References and Suggested Further Reading
9. Advertising Metrics
Introduction
9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
Purpose: To measure the audience for an advertisement
Construction
Data Sources, Complications, and Cautions
9.2 Cost per Thousand Impressions (CPM) Rates
Purpose: To compare the costs of advertising campaigns within and across different media
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
9.3 Reach, Net Reach, and Frequency
Purpose: To separate total impressions into the number of people reached and the average frequency with which those individuals are exposed to advertising
Data Sources, Complications, and Cautions
9.4 Frequency Response Functions
Purpose: To establish assumptions about the effects of advertising frequency
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
9.5 Effective Reach and Effective Frequency
Purpose: To assess the extent to which advertising audiences are being reached with sufficient frequency
Construction
Data Sources, Complications, and Cautions
9.6 Share of Voice
Purpose: To evaluate the comparative level of advertising committed to a specific product or brand
Construction
Data Sources, Complications, and Cautions
9.7 Advertising Elasticity of Demand
Purpose: Understanding the Responsiveness of Demand to Advertising
Construction
What Should You Spend On Advertising?
What If Advertising Is An Investment?
Data Sources, Complications and Cautions
References and Suggested Further Reading
10. Online, Email, and Mobile Metrics
Introduction
10.1 Impressions, Pageviews, and Hits
Purpose: To assess Web site traffic and activity
Construction
Data Sources, Complications, and Cautions
10.2 Rich Media Display Time and Interaction Rate
Purpose: To determine how an advertisement engages viewers
Construction
Data Sources, Complications, and Cautions
Related Metrics
10.3 Clickthrough Rates
Purpose: To capture customers’ initial response to Web sites
Construction
Data Sources, Complications, and Cautions
10.4 Cost per Impression, Cost per Click, and Cost per Order
Purpose: To assess the cost effectiveness of Internet marketing
Construction
Data Sources, Complications, and Cautions
10.5 Visits, Visitors, and Abandonment
Purpose: To understand Web site user behavior
Construction
Data Sources, Complications, and Cautions
10.6 Bounce Rate (Web Site)
Purpose: To determine the effectiveness of the Web site at generating the interest of visitors
Construction
Data Sources, Complications, and Cautions
Google Analytics
10.7 Social Media Metrics: Friends/Followers/Supporters/Likes
Purpose: To determine the effectiveness of a social networking presence
Construction
Data Sources, Complications, and Cautions
10.8 Downloads
Purpose: To determine effectiveness in getting applications out to users
Construction
Data Sources, Complications, and Cautions
10.9 Mobile Metrics
Construction
Data Sources, Complications, and Cautions
10.10 Email Metrics
Purpose: To determine effectiveness of email campaigns
Construction
Data Sources, Complications, and Cautions
References and Suggested Further Reading
11. Marketing and Finance
Introduction
11.1 Net Profit and Return on Sales
Purpose: To measure levels and rates of profitability
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
11.2 Return on Investment
Purpose: To measure per period rates of return on dollars invested in an economic entity
Construction
Data Sources, Complications, and Cautions
Related Metrics and Concepts
11.3 Economic Profit—EVA
Purpose: To measure dollar profits while accounting for required returns on capital invested
Construction
Data Sources, Complications, and Cautions
11.4 Evaluating Multi-period Investments
Purpose: To evaluate investments with financial consequences spanning multiple periods
Construction
Data Sources, Complications, and Cautions
11.5 Marketing Return on Investment
Purpose: To measure the rate at which spending on marketing contributes to profits
Construction
Data Sources, Complications, and Cautions
Related Metrics
References and Suggested Further Reading
12. The Marketing Metrics X-Ray AND TESTING
12.1 The Marketing Metrics X-Ray
Put Your Money Where Your Metrics Are
Hiding Problems in the Marketing Baggage?
Smoking More But Enjoying It Less?
Marketing Dashboards
Summary: Marketing Metrics + Financial Metrics = Deeper Insight
12.2 The Value of Information
12.3 Testing
The Gross Model
Should You Test Another Advertisement?
References and Suggested Further Reading
13. System of Metrics
Modeling Firm Performance
Three Reasons for Using Systems of Identities in Marketing
Decomposing for Diagnostic Purposes
Eliminating Error by Harnessing the Law of Large (and Not So Large) Numbers
Using Identities to Estimate Metrics that are Difficult to Measure Directly
Marketing Mix Models—Monitoring Rela
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