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Marketing Metrics (Pearson Business Analytics Series),New
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Your Definitive, UptoDate Guide to Marketing MetricsChoosing Them, Implementing Them, Applying ThemThis awardwinning 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 Csuite decisionmakers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their bestselling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.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 decisionmaking 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 objectivesWhatever your marketing role, Marketing Metrics will help you choose the right metrics for every taskand capture data that is valid, reliable, and actionable.
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