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

Book Description

Evaluating marketing performance and decision making more fairly

Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 110+ Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities.

This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when.

  • Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately

  • Measuring marketing success is difficult, but this book shows what and when to assess

  • Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies

The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.

Table of Contents

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