Measuring Marketing: 110+ Key Metrics Every Marketer Needs

Overview

Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success.

Nobody knows this better than author John Davis. For nearly two decades, he's been a thought leader in the fields of marketing and advertising, and now, with Measuring Marketing, Second Edition, he returns to share his extensive insights with...

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Measuring Marketing: 110+ Key Metrics Every Marketer Needs

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Overview

Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success.

Nobody knows this better than author John Davis. For nearly two decades, he's been a thought leader in the fields of marketing and advertising, and now, with Measuring Marketing, Second Edition, he returns to share his extensive insights with you.

Organized into eleven focused sections—to reflect the metrics needed today for successfully measuring the performance of an organization's marketing operations—this reliable resource still remains true to the first edition's effective approach of making a complex topic understandable. Written for both marketing managers who are now accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective.

Along the way, you'll be introduced to a variety of these 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, Second Edition will put you in a better position to excel at this difficult endeavor.

The measurement of marketing performance has become one of today's most important business needs. And while there is no single measure to determine if a company's marketing is truly effective, knowing what you can and should be measuring, as well as knowing when to do it, will keep you one step ahead of the competition. Measuring Marketing, Second Edition can help you achieve these essential goals.

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Product Details

  • ISBN-13: 9781118153741
  • Publisher: Wiley
  • Publication date: 2/11/2013
  • Edition number: 2
  • Pages: 320
  • Sales rank: 1,518,526
  • Product dimensions: 7.10 (w) x 9.90 (h) x 1.40 (d)

Meet the Author

John A. Davis is the author of several acclaimed marketing books: the first edition of this book; the first and second editions of The Olympic Games Effect; Competitive Success; Magic Numbers for Sales Management; and Magic Numbers for Consumer Marketing. He is a member of the marketing faculty at the Lundquist College of Business, University of Oregon, where he received the BAC Outstanding Teaching Award in 2012, and Chairman of Brand New View, an executive education and professional services firm. Previously, he was Dean of the Global MBA Program and Professor of Marketing at SP Jain, with campuses in Singapore, Dubai, and Sydney. In 2010, he was the recipient of the "Best Professor in Marketing" honor, awarded by CMO Asia and Asia's Best Business School Awards. Before SP Jain, he was department chair and professor of marketing at Emerson College, and professor of marketing practice at Singapore Management University, where he received the "Most Inspiring Teacher" award and Dean's Teaching Honors. John regularly consults with leading global companies and is a sought-after conference speaker. He has also founded two award-winning companies and has led marketing teams at Nike, Informix, and Transamerica. He received his MBA from Columbia University and his BA from Stanford University.

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Table of Contents

Acknowledgments xiii

Introduction xv

SECTION I CORPORATE FINANCIAL METRICS 1

CHAPTER 1 Revenue 3

CHAPTER 2 Gross Profit 5

CHAPTER 3 Value-to-Volume Ratio 7

CHAPTER 4 Net Profit 9

CHAPTER 5 Earnings-Based Value 13

CHAPTER 6 Return on Sales 17

CHAPTER 7 Return on Assets 19

CHAPTER 8 Return on Equity 21

SECTION II MARKETING PLANNING METRICS 25

CHAPTER 9 Market Share 27

CHAPTER 10 Relative Market Share 29

CHAPTER 11 Market Growth 31

CHAPTER 12 Market Demand 33

CHAPTER 13 Market Penetration 35

CHAPTER 14 Program/Non-Program Ratio 41

CHAPTER 15 Program/Payroll Ratio 43

CHAPTER 16 Causal Forecast 45

CHAPTER 17 Time-Series Analysis 49

SECTION III BRAND METRICS 55

CHAPTER 18 Brand Equity 57

CHAPTER 19 Brand Scorecards 61

CHAPTER 20 Brand Premium 65

CHAPTER 21 Brand Contribution and Review Analysis 71

SECTION IV CUSTOMER METRICS 75

CHAPTER 22 Net Sales Contribution 79

CHAPTER 23 Time-Driven Activity-Based Costing 81

CHAPTER 24 Segment Profitability 83

CHAPTER 25 Customer Profitability 87

CHAPTER 26 Share of Customer 89

CHAPTER 27 Return on CustomerSM 91

CHAPTER 28 New Customer Gains 93

CHAPTER 29 Customer Acquisition Costs 95

CHAPTER 30 Cost per Lead 99

CHAPTER 31 Retention Rate 103

CHAPTER 32 Churn Rate 107

CHAPTER 33 Customer Losses 109

CHAPTER 34 Consumer Franchise 111

CHAPTER 35 Customer Equity and Customer Lifetime Value (CLTV) 115

CHAPTER 36 Customer Brand Value 119

SECTION V PRODUCT/OFFERING METRICS 121

CHAPTER 37 Usage 123

CHAPTER 38 New Product Purchase Rate 125

CHAPTER 39 Marketing Cost per Unit 129

SECTION VI PRICE METRICS 131

CHAPTER 40 Price 133

CHAPTER 41 Markup Price 137

CHAPTER 42 Target Return Price 141

CHAPTER 43 Sales Price Variance 143

CHAPTER 44 Markdown Goods Percentage 147

CHAPTER 45 Profit Impact 149

SECTION VII ADVERTISING/PROMOTION METRICS 153

CHAPTER 46 Share of Voice 155

CHAPTER 47 Recall 157

CHAPTER 48 Recognition 161

CHAPTER 49 Reach 163

CHAPTER 50 Frequency 165

CHAPTER 51 Gross Rating Points (GRP) 167

CHAPTER 52 Cost per Gross Rating Point (CPP) 171

CHAPTER 53 Response Rate 173

CHAPTER 54 Conversion Rate 175

CHAPTER 55 Advertising-to-Sales Ratio 177

CHAPTER 56 Promotion Profit 181

SECTION VIII DIRECT MARKETING METRICS 185

CHAPTER 57 Direct Marketing Revenue Goals 187

CHAPTER 58 Direct Marketing Profit Goals 191

CHAPTER 59 Direct Marketing Gross Profit 193

CHAPTER 60 Direct Marketing Net Profit 195

CHAPTER 61 Direct Marketing ROI 197

SECTION IX ONLINE/DIGITAL/SOCIAL METRICS 199

CHAPTER 62 Gross Page Impressions (or Gross Page Requests) 201

CHAPTER 63 Word of Mouth (WOM) 203

CHAPTER 64 Total Clicks 205

CHAPTER 65 Click-Through Rate (CTR) 207

CHAPTER 66 Cost per Click 209

CHAPTER 67 Cost per Action 211

CHAPTER 68 Pay per Lead 213

CHAPTER 69 Activity Ratio for Social Media 215

CHAPTER 70 Deductive Social Media ROI 217

CHAPTER 71 Resolution Time 219

CHAPTER 72 Social Media Profitability 221

SECTION X PLACE/DISTRIBUTION METRICS 223

CHAPTER 73 Cost per Sales Dollar 225

CHAPTER 74 Transactions per Customer 227

CHAPTER 75 Transactions per Hour 229

CHAPTER 76 Average Transaction Size 231

CHAPTER 77 Average Items per Transaction 233

CHAPTER 78 Hourly Customer Traffic 237

CHAPTER 79 Returns to Net Sales 239

CHAPTER 80 Inventory Turnover 241

CHAPTER 81 Percent Inventory Carrying Costs 243

CHAPTER 82 Gross Margin Return on Inventory Investment 245

CHAPTER 83 Sales per Square Foot 247

CHAPTER 84 Sales/Profits per Employee 249

CHAPTER 85 Retail Close Ratio 251

CHAPTER 86 Retailer’s Margin Percentage 253

CHAPTER 87 Percent Utilization of Discounts 255

CHAPTER 88 Shrinkage to Net Sales 257

SECTION XI SALES METRICS 259

CHAPTER 89 Net Sales Contribution 263

CHAPTER 90 Absolute Index (AI) 265

CHAPTER 91 Relative Index 267

CHAPTER 92 Percent of Sales 269

CHAPTER 93 Independent Sales Representative Analysis 273

CHAPTER 94 Turnover Rate 275

CHAPTER 95 Recruiting 279

CHAPTER 96 Breakdown Approach 281

CHAPTER 97 Workload Approach 285

CHAPTER 98 Sales Performance Quotas 289

CHAPTER 99 Average Sales per Call 295

CHAPTER 100 Close Process and Close Ratio 297

CHAPTER 101 Cost per Call 301

CHAPTER 102 Break-Even Sales Volume 303

CHAPTER 103 Sales Productivity 305

CHAPTER 104 Four Factor Model 307

CHAPTER 105 Sales Variance Analysis 309

CHAPTER 106 Sales Volume Variance 313

CHAPTER 107 Straight Salary 315

CHAPTER 108 Straight Commission Plans 319

CHAPTER 109 Profit-Based Commission 321

CHAPTER 110 Salary Plus Commission or Bonus 323

CHAPTER 111 Salary Plus Commission and Bonus 327

CHAPTER 112 Commission Plus Bonus 329

CHAPTER 113 Team Selling Compensation 331

About the Author 335

Index 337

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