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Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition by David J. Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul Farris

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Foreword to The Third Edition

At Google, we have a saying we use quite frequently: “Data beats opinion.” This mantra inspires us to constantly think about how we can increase the ratio of fact to speculation. What do we actually know vs. what do we only think we know? The best approach we’ve found is to determine our key performance indicators, and then measure how we are doing against them on a regular basis. This allows us to optimize and expand those programs that are working, while pulling back on those that are not.

In today’s hyper-competitive business landscape, most marketers are compelled to take a similar approach. No longer can marketers rely on conventional wisdom, rules of thumb, or intuition that may have been sufficient in the ...

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