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Measuring Marketing: 110+ Key Metrics Every Marketer Needs

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  • Anonymous

    Posted January 25, 2007

    No Proper Measure, No Appropriate Management

    John Davis provides an overview of commonly used business metrics that he subdivides in three categories: 1) Marketing Planning and Customers, 2) The Offering, and 3) Sales Force. Davis usually explains clearly each metric that he covers by sequentially examining the measurement need, solution, and impact on decision making. Most of the time, Davis gives a clear example that helps readers put the theory into practice. Some metrics in the third section such as Four Factor Model and Sales Variance Analysis will be somewhat challenging to readers who are not very comfortable with numbers. To his credit, Davis is straightforward about the difficulties that readers can experience in collecting some of the information needed to use some of the metrics under review. Davis also cautions his audience against the danger of blindly using industry averages because each company has its own DNA. Davis is at his weakest when he presents an overview of key Internet metrics such as gross page impressions, cost per click, and cost per action. The coverage of these metrics is too superficial to be of any use to any reader who is looking for more than the basics. To summarize, ¿Measuring Marketing 103 Key Metrics Every Marketer Needs¿ is a good reference book for a quick education about some of the most commonly used business metrics.

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