Measuring Marketing: 103 Key Metrics Every Marketer Needs / Edition 1

Measuring Marketing: 103 Key Metrics Every Marketer Needs / Edition 1

4.0 1
by John A. Davis, Ned L. Roberto
     
 

The world of marketing has been turned upside down. Non-marketers view marketers as narrowly focused on advertising-driven image-development, characterized by clever creative e design and vague results. While image-shaping advertising is till important, marketing has changed dramatically indecent years, with increasing emphasis on growth-driven activities that yield… See more details below

Overview

The world of marketing has been turned upside down. Non-marketers view marketers as narrowly focused on advertising-driven image-development, characterized by clever creative e design and vague results. While image-shaping advertising is till important, marketing has changed dramatically indecent years, with increasing emphasis on growth-driven activities that yield measurable results.

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 mangers must show a clear return investment for the plans they recommend. Marketing activities must align with the company's overall strategic and financial goals. &Tgrave;he 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. From brand building objectives to growth forecasts, traditional marketing to internet marketing, retail promotion to field sales execution, marketers must develop integrated marketing activities that create a differentiated position, address customer needs and demonstrate competitive advantage. Furthermore, marketers must also be able to defend and measure their plans in detail, from the connection to company goals to the execution at the field sales level.

Measure marketing: 103 Key Metrics Every Marketers Needs descr5ibes 103 different measures that marketers and senior managers should know. Organized into three main themes: marketing planning and customers: the offering: and sales force, it is a pr4actical, straightfor5ward references for business leaders seeking clear explanations on how to measure marketing;s most common activities.

Read More

Product Details

ISBN-13:
9780470821329
Publisher:
Wiley
Publication date:
12/05/2006
Edition description:
New Edition
Pages:
440
Product dimensions:
7.22(w) x 10.12(h) x 1.48(d)

Table of Contents

Acknowledgments.

Introduction.

SECTION I: MARKETING PLANNING AND CUSTOMERS.

1. Revenue.     

2. Gross Profits.

3. Value to Volume Ratio.        

4. Net Profits.                                

5. Earnings-Based Value.

6. Return on Sales.

7. Return on Assets.

8. Return on Equity.

9. Marketing Cost Per Unit.

10. Program/Non-Program Ratio.

11. Program/Payroll Ratio.

12. Net Sales Contribution. 

13. Time-Driven Activity Based Costing. 

14. Causal Forecast.

15. Time Series Analysis.

16. Market Growth.               

17. Market Share.    

18. Market Demand.

19. Market Penetration.

20. Segment Profitability.

21. Customer Profitability. 

22. Share of Customer.

23. Customer Acquisition Cost.

24. Cost Per Lead.  

25. Break-Even Analysis.    

26. Customer Equity and Lifetime Value Analysis.         

27. Consumer Franchise.

28. Retention Rate.

29. Churn Rate.

30. New Customer Gains.

31. Customer losses.

32. Return on Customer.

SECTION II: THE OFFERING.

33. New Product Purchase Rate.

34. Profit Impact.

35. Price.                

36. Mark-up Pricing.

37. Target-Return Pricing.

38. Share of Voice.   

39. Advertising to Sales Ratio.

40. Reach.              

41. Frequency.        

42. Gross Ratings Points.

43. Cost Per Gross Ratings Point.

44. Sales Premiums.

45. Promotion Profit.

46. Response Rate.  

47. Conversion Rate.

48. Direct Mail Revenue Goals.

49. Direct Mail Profit Goals.

50. Direct Mail Gross Profit.

51. Direct Mail Net Profit.

52. Direct Mail ROI.

53. Click-Through Rates.

54. Gross Page Impressions (or Gross Page Requests).

55. Cost Per Click.

56. Cost Per Action.

57. Cost Per Sales Dollar.  

58. Hits.

59. Pay Per Lead.

60. Brand Equity.     

61. Brand Premium.

62. Recall.  

63. Recognition.

64. Usage.

65. Transactions Per Customer.

66. Returns to Net Sales.

67. Transactions Per Hour.

68. Hourly Customer Traffic.

69. Inventory Turnover.

70. Percent Inventory Carrying Costs.             

71. Gross Margin Return on Inventory Investment.

72. Sales Per Square Foot.

73. Sales/Profits Per Employee.

74. Average Transactions Size.

75. Average Items Per Transaction.

76. Retail Close Ratio.          

77. Retailer’s Margin Percentage.                  

78. Markdown Goods Percentage.

79. Percent Utilization of Discounts.

80. Shrinkage to Net Sales.   

SECTION III: SALES FORCE.

81. Independent Sales Agent Analysis.

82. Percent of Sales.

83. Turnover Rate. 

84. Recruiting. 

85. Breakdown Approach.

86. Workload Approach. 

87. Incremental Approach. 

88. Sales Performance Quotas. 

89. Average Sales Per Call.

90. Close Process and Close Ratio.

91. Cost Per Call.

92. Sales Productivity.

93. Four Factor Model. 

94. Sales Variance Analysis. 

95. Sales Price Variance.

96. Sales Volume Variance.

97. Straight Commission.

98. Profit-Based Commissions.

99. Straight Salary.

100. Salary Plus Commission or Bonus.

101. Salary Plus Commission and Bonus.

102. Commission Plus Bonus.

103. Team Selling Compensation.

Index.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >