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The Definitive Guide to Marketing Analytics and Metrics (Collection)

Book Description

A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price!

3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make

Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource.

From world-renowned business sustainability expertsCesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders
    1. Copyright Page
    2. Praise for Marketing and Sales Analytics
    3. Foreword
    4. Acknowledgments
    5. About the Author
    6. Introduction
      1. Why This Book
      2. Who It’s For
      3. Where It Fits
      4. How to Use It
      5. How It’s Organized
    7. Part I: Improving Your Odds: Eco-systemic Conditions for Analytic Success
      1. 1. Strategic Alignment—First You Need to Agree On What to Ask
        1. Framing Your Focus Beyond the Answer Itself
        2. Three Perspectives for Marketing and Sales Analytics
        3. Applying the Three Approaches
        4. Reconciling Organizational and Cultural Perspectives
        5. Packaging for Balance: “The Analytic Brief”
        6. Visions for the Analytics Capability to Serve These Needs
      2. 2. Access to Data—Too Often Taken for Granted
        1. Getting to Data: Historical Models and Patterns
        2. Implications for Big Data Investments
        3. Supporting Ad Hoc Approaches to Defining Data Requirements
        4. Managing External Sources
      3. 3. Operational Flexibility—Don’t Analyze What You Can’t Act On
        1. A “Common Requirements Framework”
        2. Integrating Analytics into Operational Capability Planning
      4. 4. People and Organization—Cultivate “Analytic Marketers”
        1. Recruiting
        2. Skill Mix
        3. Developing
        4. Organizing for Analytics
    8. Part II: Practical Analytics: Proven Techniques and Heuristics
      1. 5. Practical Frameworks—For Getting On the Same Page
        1. The Analytic Brief
      2. 6. Practical Research—Beyond Studies for Studies’ Sake
      3. 7. Practical Analytics—Knowing When to Say When
        1. Evaluating Performance
        2. Do the Math
        3. Proceed Iteratively
        4. Interpolate Estimates
        5. Model Iteratively
        6. Assessing Solution Tradeoffs
      4. 8. Practical Testing—An Underused Approach to Insight
      5. 9. The Importance—and Limitations—of Storytelling
      6. 10. Managing Bias—Like Air, Invisible and Everywhere
    9. Part III: Making Progress
      1. 11. Managing Pace and Results—Momentum Is Strategic
        1. “Time is the fire in which we burn”
        2. Keeping Score
        3. Investing in Capabilities vs. Harvesting Results
      2. 12. Governance Models—Because Analytics Are Political
      3. 13. “Culturelytics”—A Practical Formula for Change
    10. Part IV: Conversations with Practitioners
      1. 14. Conversations with Practitioners
        1. Paul Magill
        2. Doug Collier
        3. Scott McDonald
        4. Melanie Murphy
        5. David Norton
        6. Rob Schmults
        7. Annemarie Frank
        8. Judah Phillips
        9. Latham Arneson
        10. Mohammed Chaara
        11. Belinda Lang
        12. Thomas White
        13. Perry Hewitt
        14. Todd Purcell
        15. Ben Clark
    11. Index
  6. Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
    1. Copyright Page
    2. Praise for Cutting-Edge Marketing Analytics
    3. Dedication Page
    4. Foreword
    5. Acknowledgments
    6. About the Authors
      1. Rajkumar Venkatesan
      2. Paul Farris
      3. Ronald T. Wilcox
    7. Introduction
      1. Why Marketing Analytics?
      2. What Is in This Book?
      3. Organization of the Book
      4. Endnotes
    8. Section I: Resource Allocation
      1. 1. A Resource-Allocation Perspective for Marketing Analytics
        1. Introduction
        2. The Resource-Allocation Framework
        3. An Illustration of the Resource-Allocation Framework
        4. Measuring ROI: Did the Resource Allocation Work?
        5. Working with Econometrics: IBM and Others
        6. Conclusion
        7. Endnotes
      2. 2. Dunia Finance LLC
        1. Introduction
        2. Dunia: Into the World
        3. Dunia: How Its World Worked
        4. New Customers and a Dunia Credit Bureau of Sorts
        5. New Customer Acquisition
        6. The Strategic Analytics Unit and Customer Retention
        7. Booking a Cross-Sell
        8. Cross-Selling and Growth Strategy
        9. Endnotes
        10. Exhibits
        11. Assignment Questions
    9. Section II: Product Analytics
      1. 3. Cluster Analysis for Segmentation
        1. Introduction
        2. An Example
        3. Cluster Analysis
        4. Conclusion
        5. Endnotes
      2. 4. Segmentation at Sticks Kebob Shop
        1. Introduction
        2. The Sticks Story
        3. Planning for Expansion
        4. The Fast-Food Industry
        5. Sticks’s Existing Marketing Initiatives
        6. Decisions
        7. Exhibits
        8. Assignment Questions
      3. 5. A Practical Guide to Conjoint Analysis
        1. Introduction
        2. The Anatomy of a Conjoint Analysis
        3. The Experimental Design
        4. Data Collection
        5. Interpreting Conjoint Results
        6. Conjoint Analysis Applications
        7. Conclusion
        8. Endnotes
      4. 6. Portland Trail Blazers
        1. Introduction
        2. The Portland Sports Market
        3. Multigame Ticket Packages
        4. Designing the Research Study
        5. Study Findings
        6. Cost of Multigame Packages
        7. Endnotes
        8. Exhibits
        9. Assignment Questions
    10. Section III: Marketing-Mix Analytics
      1. 7. Multiple Regression in Marketing-Mix Models
        1. Introduction
        2. Reviewing Single-Variable Regressions for Marketing
        3. Adding Variables to the Regression
        4. Economic Significance: Acting on Regression Outputs
        5. Conclusion
        6. Endnotes
      2. 8. Design of Price and Advertising Elasticity Models
        1. Introduction
        2. Price Elasticity of Demand
        3. Advertising Elasticity of Demand
        4. Building a Comprehensive Model
        5. Conclusion
        6. Endnotes
        7. References
        8. Exhibits
      3. 9. SVEDKA Vodka
        1. SVEDKA Vodka (A)
        2. Exhibits
        3. SVEDKA Vodka (B)
        4. Exhibits
        5. SVEDKA Vodka (C): Marketing Mix in the Vodka Industry
        6. Conclusion: Marketing-Mix Model
        7. Endnotes
        8. Assignment Questions
    11. Section IV: Customer Analytics
      1. 10. Customer Lifetime Value
        1. Introduction
        2. Customer Lifetime Value: The Present Value of the Future Cash Flows Attributed to the Customer Relationship
        3. Retention and Customer Lifetime Value
        4. Conclusion
        5. Endnotes
      2. 11. Netflix: The Customer Strikes Back
        1. Introduction
        2. An Industry Driven by Technology
        3. A New Range of Business Models
        4. Netflix: “Delivering Goosebumps”
        5. Conclusion
        6. Endnotes
        7. Exhibits
        8. Assignment Questions
      3. 12. Retail Relay
        1. Introduction
        2. Retail Relay Operations
        3. Prices and Promotions
        4. New Customer Acquisition and Retention
        5. The Richmond Expansion
        6. Endnotes
        7. Exhibits
        8. Appendix 12-1
        9. Endnotes
        10. Assignment Questions
      4. 13. Logistic Regression
        1. Introduction
        2. When Logistic Regression Trumps Linear Regression
        3. Choice Behavior
        4. The Logistic Transformation
        5. Assessing Video Game Purchasers
        6. Conclusion
        7. Endnotes
        8. Appendix 13-1: Logistic Regression—Understanding Exponential Functions
        9. Endnotes
        10. Appendix 13-2: Logistic Regression—Calculating Odds Ratio
      5. 14. Retail Relay Revisited
        1. Introduction
        2. Exhibits
    12. Section V: Digital Analytics
      1. 15. Designing Marketing Experiments
        1. Introduction
        2. Establishing Causality
        3. After-Only Experiment
        4. Test and Control Group Participants
        5. Before-After Experiment
        6. Field Experiments
        7. Web Experiments
        8. Natural Experiments
        9. Conclusion
      2. 16. Transformation of Marketing at the Ohio Art Company
        1. Transformation of Marketing at the Ohio Art Company (A)
        2. Transformation of Marketing at the Ohio Art Company (B)
        3. Conclusion
        4. Endnotes
        5. Assignment Questions
      3. 17. Paid Search Advertising
        1. Introduction
        2. What Is Paid Search?
        3. Metrics of Search Advertising
        4. Strategic Objective
        5. CLV-Based Optimization
        6. Keyword Clouds
        7. Enhanced Campaigns
        8. Testing and Diagnostic Feedback Loops
        9. Conclusion
        10. Endnotes
        11. Appendix 17-1: Paid Search Advertising—Google Paid Search Bidding Engine
        12. Endnotes
      4. 18. Motorcowboy: Getting a Foot in the Door
        1. Introduction
        2. Motorcowboy.com Decision Process
        3. Marketing at Motorcowboy
        4. Search Engine Marketing (SEM)
        5. Dynamics of AdWords Campaign
        6. The 2011 Google Online Marketing Challenge
        7. Reboot: April 17–20
        8. Foot on the Pedal: April 21–April 28
        9. Conclusion
        10. Assignment Questions
      5. 19. VinConnect, Inc.: Digital Marketing Strategy
        1. Introduction
        2. Industry Description
        3. Direct-to-Consumer Sales
        4. VinConnect, Inc.
        5. Recent Marketing Initiatives
        6. Paid Search Advertising
        7. Public Relations and Strategic Partnerships
        8. Surveying the Customer Base
        9. Conclusion
        10. Endnotes
        11. Exhibits
      6. 20. Cardagin: Local Mobile Rewards
        1. Introduction
        2. Cardagin Network
        3. The Pilot
        4. Competition
        5. Conclusion
        6. Endnotes
        7. Exhibits
        8. Assignment Questions
    13. Section VI: Resource Allocation Revisited
      1. 21. Dunia Finance LLC Revisited
        1. Introduction
        2. Optimizing the Cross-Sell Operations
        3. Exhibits
      2. 22. Implementing Marketing Analytics
        1. Introduction
        2. Organizational Structure
        3. Analytics Processes
        4. Organizational Change
        5. Looking Ahead
        6. Endnotes
    14. Index
  7. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
    1. Copyright Page
    2. Acknowledgments
    3. About the Authors
    4. Foreword
    5. Foreword to Second Edition
    6. 1. Introduction
      1. 1.1 What Is a Metric?
      2. 1.2 Why Do You Need Metrics?
      3. 1.3 Marketing Metrics: Opportunities, Performance, and Accountability
      4. 1.4 Choosing the Right Numbers
      5. 1.5 Mastering Metrics
      6. 1.6 Marketing Metrics Survey
    7. 2. Share of Hearts, Minds, and Markets
      1. Introduction
      2. 2.1 Market Share
      3. 2.2 Relative Market Share and Market Concentration
      4. 2.3 Brand Development Index and Category Development Index
      5. 2.4 Penetration
      6. 2.5 Share of Requirements
      7. 2.6 Heavy Usage Index
      8. 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
      9. 2.8 Customer Satisfaction and Willingness to Recommend
      10. 2.9 Net Promoter
      11. 2.10 Willingness to Search
    8. 3. Margins and Profits
      1. Introduction
      2. 3.1 Margins
      3. 3.2 Prices and Channel Margins
      4. 3.3 Average Price per Unit and Price per Statistical Unit
      5. 3.4 Variable Costs and Fixed Costs
      6. 3.5 Marketing Spending—Total, Fixed, and Variable
      7. 3.6 Break-Even Analysis and Contribution Analysis
      8. 3.7 Profit-Based Sales Targets
    9. 4. Product and Portfolio Management
      1. Introduction
      2. 4.1 Trial, Repeat, Penetration, and Volume Projections
      3. 4.2 Growth: Percentage and CAGR
      4. 4.3 Cannibalization Rates and Fair Share Draw
      5. 4.4 Brand Equity Metrics
      6. 4.5 Conjoint Utilities and Consumer Preference
      7. 4.6 Segmentation Using Conjoint Utilities
      8. 4.7 Conjoint Utilities and Volume Projection
    10. 5. Customer Profitability
      1. Introduction
      2. 5.1 Customers, Recency, and Retention
      3. 5.2 Customer Profit
      4. 5.3 Customer Lifetime Value
      5. 5.4 Prospect Lifetime Value Versus Customer Value
      6. 5.5 Acquisition Versus Retention Cost
    11. 6. Sales Force and Channel Management
      1. Introduction
      2. 6.1 Sales Force Coverage: Territories
      3. 6.2 Sales Force Objectives: Setting Goals
      4. 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
      5. 6.4 Sales Force Compensation: Salary/Reward Mix
      6. 6.5 Sales Force Tracking: Pipeline Analysis
      7. 6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
      8. 6.7 Supply Chain Metrics
      9. 6.8 SKU Profitability: Markdowns, GMROII, and DPP
    12. 7. Pricing Strategy
      1. Introduction
      2. 7.1 Price Premium
      3. 7.2 Reservation Price and Percent Good Value
      4. 7.3 Price Elasticity of Demand
      5. 7.4 Optimal Prices and Linear and Constant Demand Functions
      6. 7.5 “Own,” “Cross,” and “Residual” Price Elasticity
    13. 8. Promotion
      1. Introduction
      2. 8.1 Baseline Sales, Incremental Sales, and Promotional Lift
      3. 8.2 Redemption Rates, Costs for Coupons and Rebates, Percent Sales with Coupon
      4. 8.3 Promotions and Pass-Through
      5. 8.4 Price Waterfall
    14. 9. Advertising Media and Web Metrics
      1. Introduction
      2. 9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
      3. 9.2 Cost per Thousand Impressions (CPM) Rates
      4. 9.3 Reach, Net Reach, and Frequency
      5. 9.4 Frequency Response Functions
      6. 9.5 Effective Reach and Effective Frequency
      7. 9.6 Share of Voice
      8. 9.7 Impressions, Pageviews, and Hits
      9. 9.8 Rich Media Display Time
      10. 9.9 Rich Media Interaction Rate
      11. 9.10 Clickthrough Rates
      12. 9.11 Cost per Impression, Cost per Click, and Cost per Order
      13. 9.12 Visits, Visitors, and Abandonment
      14. 9.13 Bounce Rate
      15. 9.14 Friends/Followers/Supporters
      16. 9.15 Downloads
    15. 10. Marketing and Finance
      1. Introduction
      2. 10.1 Net Profit and Return on Sales
      3. 10.2 Return on Investment
      4. 10.3 Economic Profit—EVA
      5. 10.4 Evaluating Multi-period Investments
      6. 10.5 Return on Marketing Investment
    16. 11. The Marketing Metrics X-RAY
      1. 11.1 The Marketing Metrics X-Ray
    17. 12. System of Metrics
      1. Modeling Firm Performance
      2. Three Reasons for Using Systems of Identities in Marketing
      3. Marketing Mix Models—Monitoring Relationships between Marketing Decisions and Objectives
      4. Related Metrics and Concepts
      5. Appendix 1
      6. Conclusion
    18. Appendix—Survey of Managers’ Use of Metrics
    19. Bibliography
    20. Endnotes
    21. Index
    22. Wharton School Publishing