“Measurement is critical to the health of any business, and Marketing Metrics highlights key tools and techniques across many measurement landscapes—from the consumer, to the sales force, to the ever-changing media environment. It’s a ‘must-read’ for any business leader who wants to optimize the way they measure business activities and results in order to grow their business.“
—Kimberley B. Dedeker, Vice President, Global Consumer & Market Knowledge, Procter & Gamble
“Why read Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them.“
—Erv Shames, former ...