Measuring Marketing: 110+ Key Metrics Every Marketer Needs, 2nd Edition

  • Published By:
  • ISBN-10: 1118153766
  • ISBN-13: 9781118153765
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 131 Pages | eBook
  • Original Copyright 2013 | Published/Released June 2014
  • This publication's content originally published in print form: 2013

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Since the 1st edition of this book, new technologies, including social and digital media, have grown dramatically, providing marketers with additional tools they can use for engaging with target audiences. This 2nd edition discusses these new topics and associated measures, as well as reorganizes and updates the measures from the 1st edition. Each of the books metrics are essential for measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask "what measure can I use to determine if my company's marketing is effective?" The answer is that there is no single measure that accomplishes this.  Today's companies are expected to demonstrate consistent, positive growth and responsible financial performance.  Likewise, marketing managers must show a clear return on investment for the plans they recommend.   Marketing activities must align with the company's overall strategic and financial goals. The challenge is to know what marketing activity to measure and when since, as companies grow, customers' expectations shift and market conditions change, requiring marketers to adapt their strategy and adjust tactics accordingly.

Table of Contents

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