Marketing Metrics

This guide provides actionable insights on how to choose, implement, and apply marketing metrics to accurately quantify the performance of marketing investments, increase ROI, and grow profits. It is written by four renowned experts and includes a new section on accountability and standardization in marketing measurement.

Format: Paperback / softback
Length: 464 pages
Publication date: 31 December 2020
Publisher: Pearson Education (US)

This comprehensive guide, recognized with awards, empowers you to accurately measure the performance of your marketing investments, enhance marketing ROI, and drive profits. Drawing from the expertise of four renowned experts, it offers practical insights into assessing a wide range of marketing aspects, including brand equity, social media engagement, email performance, and rich media interactions.

In this updated edition, you'll discover effective methods for measuring costly sponsorships, exploring the connections between marketing and financial metrics for current and aspiring C-suite decision-makers, exploring better ways to measure omnichannel marketing activities, and introducing a new section on accountability and standardization in marketing measurement.

As in their previous best-selling editions, the authors provide a balanced perspective, outlining the pros, cons, and practical guidance for every technique covered. Whether you're involved in promotions, advertising, distribution, customer perceptions, competitor analysis, margins, pricing, product portfolios, sales forces, or any other aspect of marketing, this guide will equip you with the tools to choose the right metrics for every task and gather data that is valid, reliable, and actionable.

Regardless of your specific marketing role, Marketing Metrics will be your invaluable resource for achieving marketing excellence and making informed decisions that drive business growth.

Weight: 770g
Dimension: 178 x 231 x 28 (mm)
ISBN-13: 9780136717133
Edition number: 4 ed