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Measuring Marketing

Book Description

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Contents
  6. Part 1: Corporate Financial Metrics
    1. Chapter 1: Revenue
    2. Chapter 2: Gross Profit
    3. Chapter 3: Value-to-Volume Ratio
    4. Chapter 4: Net Profit
    5. Chapter 5: Earnings-Based Value
    6. Chapter 6: Return on Sales
    7. Chapter 7: Return on Assets
    8. Chapter 8: Return on Equity
  7. Part 2: Marketing Planning Measures
    1. Chapter 9: Market Share
    2. Chapter 10: Relative Market Share
    3. Chapter 11: Market Growth
    4. Chapter 12: Market Demand
    5. Chapter 13: Market Penetration
    6. Chapter 14: Program/Nonprogram Ratio
    7. Chapter 15: Program/Payroll Ratio
    8. Chapter 16: Causal Forecast
    9. Chapter 17: Time Series Analysis
  8. Part 3: Brand Metrics
    1. Chapter 18: Brand Equity
    2. Chapter 19: Brand Scorecards
    3. Chapter 20: Brand Premium
    4. Chapter 21: Brand Contribution and Review Analysis
  9. Part 4: Customers Metrics
    1. Chapter 22: Net Sales Contribution
    2. Chapter 23: Time-Driven Activity-Based Costing
    3. Chapter 24: Segment Profitability
    4. Chapter 25: Customer Profitability
    5. Chapter 26: Share of Customer
    6. Chapter 27: Return on CustomerSM
    7. Chapter 28: New Customer Gains
    8. Chapter 29: Customer Acquisition Costs
    9. Chapter 30: Cost Per Lead
    10. Chapter 31: Retention Rate
    11. Chapter 32: Churn Rate
    12. Chapter 33: Consumer Franchise
    13. Chapter 34: Customer Equity and Customer Lifetime Value
    14. Chapter 35: Customer Brand Value
    15. Chapter 36: Customer Losses
  10. Part 5: Product/Offering Metrics
    1. Chapter 37: Usage
    2. Chapter 38: New Product Purchase Rate
    3. Chapter 39: Marketing Cost Per Unit
  11. Part 6: Price Matrics
    1. Chapter 40: Price
    2. Chapter 41: Mark-Up Pricing
    3. Chapter 42: Target Return Pricing
    4. Chapter 43: Sales Price Variance
    5. Chapter 44: Markdown Goods Percentage
    6. Chapter 45: Profit Impact
  12. Part 7: Advertising/Promotion Metrics
    1. Chapter 46: Share of Voice
    2. Chapter 47: Recall
    3. Chapter 48: Recognition
    4. Chapter 49: Reach
    5. Chapter 50: Frequency
    6. Chapter 51: Gross Rating Points
    7. Chapter 52: Cost Per Gross Rating Point
    8. Chapter 53: Response Rate
    9. Chapter 54: Conversion Rate
    10. Chapter 55: Advertising-To-Sales Ratio
    11. Chapter 56: Promotion Profit
  13. Part 8: Direct Marketing Metrics
    1. Chapter 57: Direct Marketing Revenue Goals
    2. Chapter 58: Direct Marketing Profit Goals
    3. Chapter 59: Direct Marketing Gross Profit
    4. Chapter 60: Direct Marketing Net Profit
    5. Chapter 61: Direct Marketing Return On Investment
  14. Part 9: Digital/Social Metrics
    1. Chapter 62: Gross Page Impressions (Or Gross Page Requests)
    2. Chapter 63: Word of Mouth
    3. Chapter 64: Total Clicks
    4. Chapter 65: Click Through Rate
    5. Chapter 66: Cost Per Click
    6. Chapter 67: Cost Per Action
    7. Chapter 68: Pay Per Lead
    8. Chapter 69: Activity Ratio for Social Media
    9. Chapter 70: Deductive Social Media Return on Investment
    10. Chapter 71: Resolution Time
    11. Chapter 72: Social Media Profitability
    12. Chapter 73: Bounce Rate
    13. Chapter 74: Return On Advertising Spend
  15. Part 10: Place/Distribution Metrics
    1. Chapter 75: Cost Per Sales Dollar
    2. Chapter 76: Transactions Per Customer
    3. Chapter 77: Transactions Per Hour
    4. Chapter 78: Average Transaction Size
    5. Chapter 79: Avergage Items Per Transaction
    6. Chapter 80: Hourly Customer Traffic
    7. Chapter 81: Returns to Net Sales
    8. Chapter 82: Inventory Turnover
    9. Chapter 83: Percent Inventory Carrying Costs
    10. Chapter 84: Gross Margin Return on Inventory Investment
    11. Chapter 85: Sales Per Square Foot
    12. Chapter 86: Sales/Profits Per Employee
    13. Chapter 87: Retail Close Ratio
    14. Chapter 88: Retail Margin Percentage
    15. Chapter 89: Percent Utilization of Discounts
    16. Chapter 90: Shrinkage to Net Sales
  16. Part 11: Sales Metrics
    1. Chapter 91: Net Sales Contribution
    2. Chapter 92: Absolute Index
    3. Chapter 93: Relative Index
    4. Chapter 94: Percent of Sales
    5. Chapter 95: Independent Sales Representative Analysis
    6. Chapter 96: Turnover Rate
    7. Chapter 97: Recruiting
    8. Chapter 98: Breakdown Approach
    9. Chapter 99: Workload Approach
    10. Chapter 100: Sales Performance Quotas
    11. Chapter 101: Average Sales Per Call
    12. Chapter 102: Close Process and Close Ratio
    13. Chapter 103: Cost Per Call
    14. Chapter 104: Break-Even Sales Volume
    15. Chapter 105: Sales Productivity
    16. Chapter 106: Four Factor Model
    17. Chapter 107: Sales Variance Analysis
    18. Chapter 108: Sales Volume Variance
    19. Chapter 109: Sales Enablement
    20. Chapter 110: Net Promoter Score®
  17. Index