Marketing Metrics 4/E ePUB

Your definitive, up-to-date guide to marketing metrics – choosing them, implementing them, applying them

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardisation in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.

This book will help you:

• Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces and more;
  
• Apply web, online, social and mobile metrics more effectively;
  
• Build models to optimise planning and decision-making;
  
• Attribute purchase decisions when multiple channels interact;
  
• Understand the links between search and distribution, and use new online distribution metrics; and
  
• Evaluate marketing's impact on a publicly traded firm's financial objectives.
  

Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task – and capture data that's valid, reliable and actionable.

Benefits of the ePUB format​ include:​

• The ability to view on ​a ​desktop computer, notebook or tablet;
  
• The ability to adjust fonts, rotate and flip pages, causing content to reflow to fit the device's screen giving the user a more flexible experience; and
  
• The ability to take notes, highlight and bookmark.