Marketing Metrics, 4th Edition, helps readers accurately quantify the performance of all their marketing investments, increase marketing ROI and grow profits. Four renowned experts help readers 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 standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons and practical guidance for every technique they cover.
Readers will learn to:
- 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 optimize planning and decision-making
- Attribute purchase decisions when multiple channels interact
- Understand the links between search and distribution, and use new online distribution metrics
- Evaluate marketing’s impact on a publicly traded firm’s financial objectives
The book is written by Neil Bendle, an associate professor in the Terry College of Business’ marketing department; Paul Farris; Phillip Pfeifer; and David Reibstein.