Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition

Index

AAU (awareness, attitudes, and usage), 43-47

limitations of, 47

purpose of, 43

abandoning customers, 170

abandonment rate, 347-351

A/B testing, 396

accepters, 35

A.C. Nielsen, 212

active users, 357

ACV (all commodity volume), 208-214

ad awareness, 45

ad rank, 343

advertising metrics, 295

AED, 319-323

CPP (cost per point), 306

Dorfman-Steiner Theorem, 322

effective frequency, 316-317

effective reach, 316-317

exposures, 300-303

frequency, 306-309

frequency response functions, 311-314

impressions, 300-303

reach, 306-309

share of voice, 318

AED (advertising elasticity of demand), 319-323

calculating, 320

Dorfman-Steiner Theorem, 322

AMA (American Marketing Association), 5

ANA (Association of National Advertisers), ...

Get Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.