Measuring Marketing

The demands of a more dynamic, globalized business world have led to sophisticated methods for quantifying marketing success. This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business. In eleven focused sections, this resource makes otherwise complex topics understandable. Written for marketing professionals accountable for measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, it clearly explains the metrics that you can use to measure marketing.

Along the way, you'll be introduced to a variety of 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, Third Edition will put you in a better position to excel at this difficult endeavor.

Autorentext

John A. Davis is Chairman of Brand New View LLC, USA. His career spans the academic and business worlds, as a senior executive and leader in both. He is the author of several acclaimed marketing books. John is a visiting professor at the International Olympic Academy in Olympia, Greece, and has also taught at University of Washington, UC Davis and Stanford University, and in partner programs with faculty from University of Chicago, INSEAD, Emory, Munich Business School, and the European Business School. John has also taught in dozens of executive education programs for leading companies, including: IBM, DOW Chemical, and Allianz. His research interests are in global brand leadership, marketing strategy, sports marketing, and marketing accountability. He received his M.B.A. from Columbia University and his B.A. from Stanford University.

Inhalt
Part 1: Corporate Financial Metrics 1

Chapter 1: Revenue 3

Chapter 2: Gross Profit 7

Chapter 3: Value-to-Volume Ratio 9

Chapter 4: Net Profit 13

Chapter 5: Earnings-Based Value 17

Chapter 6: Return on Sales 23

Chapter 7: Return on Assets 25

Chapter 8: Return on Equity 27

Part 2: Marketing Planning Measures 31

Chapter 9: Market Share 33

Chapter 10: Relative Market Share 35

Chapter 11: Market Growth 37

Chapter 12: Market Demand 39

Chapter 13: Market Penetration 41

Chapter 14: Program/Nonprogram Ratio 47

Chapter 15: Program/Payroll Ratio 49

Chapter 16: Causal Forecast 51

Chapter 17: Time Series Analysis 57

Part 3: Brand Metrics 63

Chapter 18: Brand Equity 65

Chapter 19: Brand Scorecards 71

Chapter 20: Brand Premium 75

Chapter 21: Brand Contribution and Review Analysis 81

Part 4: Customers Metrics 85

Chapter 22: Net Sales Contribution 91

Chapter 23: Time-Driven Activity-Based Costing 93

Chapter 24: Segment Profitability 95

Chapter 25: Customer Profitability 99

Chapter 26: Share of Customer 101

Chapter 27: Return on CustomerSM 105

Chapter 28: New Customer Gains 109

Chapter 29: Customer Acquisition Costs 113

Chapter 30: Cost Per Lead 117

Chapter 31: Retention Rate 121

Chapter 32: Churn Rate 125

Chapter 33: Consumer Franchise 129

Chapter 34: Customer Equity and Customer Lifetime Value 133

Chapter 35: Customer Brand Value 137

Chapter 36: Customer Losses 139

Part 5: Product/Offering Metrics 143

Chapter 37: Usage 145

Chapter 38: New Product Purchase Rate 147

Chapter 39: Marketing Cost Per Unit 151

Part 6: Price Matrics 153

Chapter 40: Price 155

Chapter 41: Mark-Up Pricing 159

Chapter 42: Target Return Pricing 163

Chapter 43: Sales Price Variance 165

Chapter 44: Markdown Goods Percentage 169

Chapter 45: Profit Impact 171

Part 7: Advertising/Promotion Metrics 175

Chapter 46: Share of Voice 177

Chapter 47: Recall 179

Chapter 48: Recognition 183

Chapter 49: Reach 185

Chapter 50: Frequency 187

Chapter 51: Gross Rating Points 189

Chapter 52: Cost Per Gross Rating Point 193

Chapter 53: Response Rate 195

Chapter 54: Conversion Rate 199

Chapter 55: Advertising-To-Sales Ratio 201

Chapter 56: Promotion Profit 203

Part 8: Direct Marketing Metrics 207

Chapter 57: Direct Marketing Revenue Goals 209

Chapter 58: Direct Marketing Profit Goals 213

Chapter 59: Direct Marketing Gross Profit 215

Chapter 60: Direct Marketing Net Profit 217

Chapter 61: Direct Marketing Return On Investment 219

Part 9: Digital/Social Metrics 221

Chapter 62: Gross Page Impressions (Or Gross Page Requests) 223

Chapter 63: Word of Mouth 225

Chapter 64: Total Clicks 1

Chapter 65: Click Through Rate 229

Chapter 66: Cost Per Click 231

Chapter 67: Cost Per Action 235

Chapter 68: Pay Per Lead 237

Chapter 69: Activity Ratio for Social Media 239

Chapter 70: Deductive Social Media Return on Investment 241

Chapter 71: Resolution Time 243

Chapter 72: Social Media Profitability 245 Chapter 73: Bounce Rate 247 </p&...