- Taschenbuch: 320 Seiten
- Verlag: Wiley; Auflage: 2. (18. Januar 2013)
- Sprache: Englisch
- ISBN-10: 111815374X
- ISBN-13: 978-1118153741
- Größe und/oder Gewicht: 18,2 x 2,9 x 25,5 cm
- Durchschnittliche Kundenbewertung: 2 Kundenrezensionen
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Measuring Marketing: 110+ Key Metrics Every Marketer Needs (Englisch) Taschenbuch – 18. Januar 2013
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Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success. Nobody knows this better than author John Davis. For nearly two decades, he's been a thought leader in the fields of marketing and advertising, and now, with Measuring Marketing, Second Edition, he returns to share his extensive insights with you.
Organized into eleven focused sections-to reflect the metrics needed today for successfully measuring the performance of an organization's marketing operations-this reliable resource still remains true to the first edition's effective approach of making a complex topic understandable. Written for both marketing managers who are now accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective.
Along the way, you'll be introduced to a variety of these important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics-including significant updates to the online/digital/social area- Measuring Marketing, Second Edition will put you in a better position to excel at this difficult endeavor.
The measurement of marketing performance has become one of today's most important business needs. And while there is no single measure to determine if a company's marketing is truly effective, knowing what you can and should be measuring, as well as knowing when to do it, will keep you one step ahead of the competition. Measuring Marketing, Second Edition can help you achieve these essential goals.
"Well organized and succinct, Measuring Marketing is both a comprehensive, prescriptive look at the variety of ways to evaluate the impact of marketing, as well as an excellent reference guide. A practical analytical tool in today's complex, multidimensional business world to help decision makers understand marketing's impact on a business or product line, Measuring Marketing is applicable from start-up to established player. Particularly helpful are the examples of measurement for each metric and the discussion of how each impacts decision making."
-Brent N. Smith, Managing Partner LevelOne Capital Limited
"John has successfully demonstrated marketing has very finite and tangible attributes that are quantifiable and will benefit any organization focused on both value and volume. If we are honest, most global organizations fall short in quantifying the value of marketing. Measuring Marketing clearly defines what is important to measure and why. Both will favorably influence a company's decisions in investing in marketing that will eventually flow to its investors with the realization that the use of capital is being maximized. John has masterfully proven marketing has many more quantifiable components than most recognize. It is a magnificent tool for any organization's marketing department to apply concurrently in discussions with their Finance departments."
-Kevin Goulding, President and CEO, AIG China
"Every CEO has the responsibility of ensuring their company's brand is positively promoted and protected, and effective marketing plays a big part. However, the CEO is frequently asking 'is the money we are spending making a difference?' The question of 'should the company invest more, or less, on marketing' is impossible to answer unless there are specific and tangible marketing metrics that can be measured. Knowing what and how to measure marketing in a data-driven way has been difficult, but John Davis has built on his many years of marketing experience, in both the business and academic worlds, to craft a proven methodology. Now, in this updated edition, John takes his research further to offer new insights and answers to 'how can we be sure our marketing investment is driving the results we want?'"
-Steven Leonard, President, EMC Asia Pacific/ Japan, EMC Corporation
"Measuring Marketing is a comprehensive outline of marketing concepts-from basic fundamentals to advanced, state-of-the-art topics-written in a clear, thought-provoking manner. The examples provided and impacts on decision-making sections draw valuable insights into how the concepts can be leveraged to drive share owner value. It's a must-read reference book for both the marketing professional and the P&L owner."
-William Brown, President and CEO, Harris Corporation
"I have been in marketing for 20+ years and have had to come by this information piecemeal. Measuring Marketing is bound to become as indispensable to marketers as the AP Stylebook is to writers. It is a superb catalogue of KPIs for any business, large or small. John's easy-to-approach explanations of each measurement and its impact on decision-making are ideal for both financially and non-financially oriented managers. Measuring Marketing should be handed out alongside diplomas for all marketing graduates."
-David Maddocks, founder, The David Maddocks Company; former Chief Marketing Officer, Converse
"John Davis's innovative approach to measuring marketing effectiveness is redefining the traditional business process of managing, measuring, and allocating marketing investment. The complexity of the new marketing channels created in the last decade and increased need to differentiate your brand have exposed the need for more product and brand performance metrics. Comparing John's insights to traditional marketing practices is like comparing the MRI to the X-ray."
-Thomas McCabe, Managing Director and Global Business Head, DBS Bank
"John Davis's book Measuring Marketing offers a very systematic and quantitative platform in designing and assessing key marketing initiatives. Use of simple KPIs will allow marketers to make mid-course corrections if needed and achieve desired results. I would highly recommend this book to all marketers."
-Ravi Agarwal, Practice Faculty on Leadership in Asia, MBA/EMBA programs, Nanyang Business School
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To his credit, Davis is straightforward about the difficulties that readers can experience in collecting some of the information needed to use some of the metrics under review. Davis also cautions his audience against the danger of blindly using industry averages because each company has its own DNA. Davis is at his weakest when he presents an overview of key Internet metrics such as gross page impressions, cost per click, and cost per action. The coverage of these metrics is too superficial to be of any use to any reader who is looking for more than the basics. To summarize, "Measuring Marketing 103 Key Metrics Every Marketer Needs" is a good reference book for a quick education about some of the most commonly used business metrics.
I found Measuring Marketing 103 Key Metrics Every Marketer Needs by John Davis to prove to be an excellent resource to utilize in planning for successful projects in all elements of the Marketing Mix; product, price, place (including marketing channels), and promotion as well as for other functional areas of the company outside of marketing. The book and its 103 metrics (measurements) is divided into 3 broad sections: Marketing Planning and Customers, which includes some basic financial ratios as well as measurements which are more marketing or customer oriented; The Offering, which contains measurements to gauge the productivity of elements of the Marketing Mix for projects and initiatives; and finally Sales Force, with productive measuring equations as well as sales compensation strategy comparison measurements.
Every measurement is presented in 3 distinctive sections:
1. Measurement Need: The purpose or useful function of the measurement to marketing managers.
2. The Solution: Details of the measurement equations including individual elements needed to calculate the measurement. This section is presented in straight forward, easy to understand fashion with good examples.
3. Impact on Decision Making: Demonstrates how to utilize the data which is compiled in each measurement's solution section in context of the information needed by the marketing manager.
Some of the measurement elements are presented as a broader overview which invites the reader to develop their own critical thinking into how the measurement solution can apply to their individual project, company, or industry. I will be keeping my copy of the John Davis book at my office to utilize as an advantageous resource as I am working through various strategic marketing projects.
Measuring Marketing is a no-nonsense guide to evaluating the impact of your marketing activities. With the rapid rise of social media, measuring marketing efforts has become even more involved and difficult. This book leads you through the process of learning about how what you put out there actually aids or injures your business.
Areas covered are:
Corporate Financial Metrics - revenue, profit, return on equity, etc.
Marketing Planning Metrics - market share, market growth, market demand, etc.
Brand Metrics - brand equity, brand premium, etc.
Customer Metrics - needs, targeting, positioning, etc.
Product/Offering Metrics - usage, product purchase rate, etc.
Price Metrics - markup, sales price variance, profit impact, etc.
Advertising/Promotion Metrics - share of voice, recall, recognition, etc.
Direct Marketing Metrics - revenue goals, return on investment, etc.
Online/Digital/Social Metrics - gross page impressions, total clicks, resolution time, etc.
Place/Distribution Metrics - cost per sales dollar, average transaction size, retail cost ratio, etc.
Sales Metrics - net sales contribution, absolute index, percent of sales, etc.
John Davis covers all the bases of understanding and measuring your marketing efforts. This is a hefty read, but well worth it for the good of your business, and you are not likely to find all of this information compiled in many other single sources like this book.