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
     
 

ISBN-10: 0470821329

ISBN-13: 9780470821329

Pub. Date: 12/05/2006

Publisher: Wiley

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that

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Overview

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.

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.

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Measuring Marketing: 103 Key Metrics Every Marketer Needs 4 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
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.